FTD — is the first deposit (the first account top-up) made by a user after registering on a platform.
In traffic arbitrage, FTD — is the main indicator of the quality of the acquired audience and a key metric by which advertisers evaluate a webmaster’s performance.
Why This Metric Is Important
Most major verticals (gambling, betting, crypto offers, financial services) are monetized specifically through deposits. An advertiser is not interested in just a free app download or an empty registration — they need players or clients who will deposit real money into their account.
Which Model Is Used to Pay for FTD
In such offers, the webmaster most often works under the CPA model (Cost Per Action — payment for an action), where the target action is specifically the player making their first deposit.
For example, a user follows an affiliate marketer’s link, downloads a casino app, registers, and deposits their first money into the balance. The system records the FTD, and the webmaster receives a fixed payout for it (say, $50).
What Affects the Number and Quality of FTDs
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Traffic source: incentivized or low-quality traffic may bring a large number of registrations but zero FTDs, because people have no intention of spending their own money.
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Creative quality: if the ad honestly explains the essence of the product (for example, shows slot mechanics or the platform’s real conditions), the user proceeds consciously and is more likely to make a deposit. If the creative is misleading — there will only be empty registrations.
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Funnel usability: if the website or app has a complicated deposit form, payment gateways freeze, or there are no familiar payment methods for a specific country (GEO), the person simply abandons the deposit halfway through, and the FTD is lost.
Important: the number of FTDs directly determines your profit under the CPA model, but advertisers always monitor what happens to these users afterward (the so-called «traffic quality» or retention). If the players you bring make the minimum deposit, claim a bonus, and never return to the site, the advertiser may lower the rate or stop working with you altogether, considering such traffic low-quality.
