A practical worksheet for comparing traffic sources by deposit economics — not vanity CPM.

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WHY THIS EXISTS

Two campaigns can target the same game and geo while producing completely different business outcomes.

Campaign A: $1.10 CPM and $62.50 per FTD.

Campaign B: $4.90 CPM and $21.80 per FTD.

The cheaper reach produced 336 depositors. The more expensive reach produced 2,246.

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The funnel to calculate

Track every campaign through the same five steps:

Spend → qualified views → clicks → registrations → first-time depositors

A low CPM only lowers the cost of the first step. It says nothing about whether the audience clicks, registers, or deposits.

Input sheet

Copy these fields into a spreadsheet for every campaign or traffic source:

Input Description Your value
Total spend Creator, distribution, media, and operating cost _
Qualified views Views that pass geo and quality rules _
Clicks Tracked landing or store visits _
Registrations Completed registrations _
FTDs New users who made a first deposit _
Average first deposit Average initial deposit amount _
Expected net revenue per FTD Your approved contribution estimate _

Core formulas