LinkedIn draft: Dmitro Pachko — compare cheap traffic with qualified acquisition, September 2026.
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Low CPM is useful only if the traffic survives the full path to a first-time depositor. This worksheet compares channels on the same commercial outcome and exposes where cheap reach becomes expensive acquisition.
Calculate the effective cost per first-time depositor for paid social, affiliate, clipping, creator, or community traffic using one consistent funnel.
Enter these variables for each channel and market:
| Variable | Unit | Meaning |
|---|---|---|
| Spend | Currency | Total media, creator, affiliate, and managed-service cost |
| Impressions | Count | Valid delivered impressions |
| Clicks | Count | Destination clicks using one attribution rule |
| Registrations | Count | Completed registrations |
| Qualified registrations | Count | Registrations passing fraud, geo, age, and compliance checks |
| FTDs | Count | New depositing customers under the operator’s definition |
| Deposit value | Currency | First deposit or agreed deposited value |
| Net gaming revenue | Currency | Revenue after the operator’s agreed adjustments |
| Attribution window | Days | Window used to credit the acquisition |
Keep currency, market, product, offer, and attribution window consistent when comparing rows.
CPM = Spend / Impressions × 1,000
CPC = Spend / Clicks
CTR = Clicks / Impressions
Click-to-registration rate = Registrations / Clicks
Qualification rate = Qualified registrations / Registrations
Registration-to-FTD rate = FTDs / Qualified registrations
Click-to-FTD rate = FTDs / Clicks
Cost per registration = Spend / Registrations
Cost per qualified registration = Spend / Qualified registrations
Cost per FTD = Spend / FTDs
FTD value multiple = Attributed value / Spend
If any denominator is zero, show N/A; do not turn it into zero performance.
| Channel | Spend | Impressions | Clicks | Registrations | Qualified regs | FTDs | CPM | CPC | Click→Reg | Reg→FTD | Cost/FTD |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Paid social | |||||||||||
| Affiliate | |||||||||||
| Creator network | |||||||||||
| Clipping network |
These numbers are illustrative, not an industry benchmark.
Spend = $10,000
Impressions = 20,000,000
Clicks = 40,000
Registrations = 2,000
Qualified registrations = 1,400
FTDs = 25
CPM = $10,000 / 20,000,000 × 1,000 = $0.50
CPC = $10,000 / 40,000 = $0.25
Click→FTD = 25 / 40,000 = 0.0625%
Cost/FTD = $10,000 / 25 = $400