NDC and FTD - Can someone explain

[Jay Hooks]

We recently got serious with affiliates for our page, and a lot of them are asking for FTDs and NDCs.

For now I have told them we don't have the numbers, which is true because we have been more focused on expanding the site than crunching numbers, just taking any Revshare or CPA deal we can get, and not renting out any top listings yet.

Could someone please explain to me the difference between New Depositing Customers and First Time Deposits?

Also, if you can tell me what is low and what is a high number for these variables, that would be very interesting to hear.

 

[BetReels]

NDC and FTD are the same thing. Companies use these terms to describe a player that has made their 1st deposit and is usually the trigger for CPA commission to be generated.

CPA varies depending on products (Poker, Casino, Bingo, Sportsbook etc.). CPA amounts vary from £5 to £1000+. The average CPA amounts for casino are £80 to £120.

 

[baldidiot]

NDC and FTD are the same thing.

Totally agree most people use them interchangeably but wanted to bring up a funny quirk I discovered a while back...

For some reason income access has both terms in the stats (or variations of them at least) and they mean different things - the numbers are usually similar but don't always tally. Someone explained it to me once but I can't remember exactly what the reason was:

This was a random example I quickly grabbed and is only out by one but I've seen it vary by much bigger numbers in the past.

 

[BetReels]

mmmm - I can only think that they are recording New Depositing Acc Count as people who signed up and deposited on that day and then First Deposit Count been the total of all First Depositors for the day. Meaning that someone who had signed up on another day, have now made their first deposit.

Using your example: there were 28 New Depositing Accounts for the day, but someone who had signed up in the past, also made a deposit making it 29 for the day.

I am speculating here, so best to ask Income Access the question.

 

[the_dave]

I've always speculated it's some kind of lag between time joined and deposited but never actually asked. Be interested to know the difference if anyone does ask IA directly. I'll try to remember to bring it up at LAC next month.

 

[baldidiot]

Could be. It also could be where there are multiple product wallets - eg: sports and bingo - especially where a first deposit bonus is given.

If I can remember who it was I was chatting to about it I'll see if I can dig up the email...

 

[Jay Hooks]

I found this written in the T&C of an affiliate program:

Please note that First Time Depositing Customers (FTD) and the New Depositing Customers(NDC) are not equivalent. In case of NDC’s the registration month and the first deposit transaction month should be the same, while in case of FTD’s the registration date is not considered.

So basically, and NDC is defined in terms of time between sign-up and first deposit, possibly a months time or within the same month. As for an FTD, the registration and first deposit happened with some time between each occurrence, with more than 30 days passing or within the next calendar month.

 

[baldidiot]

Ah, that makes sense, thanks. What program was that btw?

Something we should definitely be aware of when it comes to tiers and deals - brands should be using FTDs not NDCs when calculating how many accounts were sent or the numbers could be suppressed (ie: if 10 people sign up on the 31st and deposit on the 1st).

 

[baldidiot]

Ps. Ah, energy partners - just googled it: https://energy.partners/en/Terms-and-conditions. Thanks again for this, most helpful!

 

[Jay Hooks]

It could also be that an NDC is strictly someone coming from your affiliate site, registering and making a deposit (within a timeframe as well).

Whereas an FTD could be someone already registered with your affiliated casino, but one who registered before visiting you, who then clicks through to the affiliate via your site and then makes their first deposit only after they read your wonderful article..

 

[baldidiot]

It could also be that an NDC is strictly someone coming from your affiliate site, registering and making a deposit (within a timeframe as well).

Whereas an FTD could be someone already registered with your affiliated casino, but one who registered before visiting you, who then clicks through to the affiliate via your site and then makes their first deposit only after they read your wonderful article..

Pretty sure it's just the first option - I've just gone through a bunch of stats and whenever the FTDs are higher than NDCs there are account(s) with a sign up date of a previous month. Numbers line up perfectly.

 

[Thomas Andreas]

Hey,
If you can, never go for the NDC always go for the FTD! The NDC is a bullshit and unfair measurement.
Basically, lets say you start in Jan and you have 500 registrations. Out of those 500 registrations, 50 people made a first time deposit. In Jan you have 50 FTDs and 50 NDCs. However, in the month of February, you have another 500 registrations. Lets now say that another 30 people that registered in January made a first time deposit and 60 people that registered in February made a first time deposit. That means that your FTD in February is 90 but your NDC is only 60. So if you are paid by NDC you are only getting money for 60 not the full 90. Which makes no damn sense as they are all your customers regardless if the deposit happened in Jan, Feb or March. And of course as the months continues there will be more and more discrepancies. So again, always take the FTDs and NOT the NDCs. At least that is my opinion. I dont know if anybody disagrees with this but regardless, I hope this helps.

 

[baldidiot]

Yeah that's basically what we've been getting at.

Have provided a bit more info in a new spangly aff-focussed blog: https://www.netrevenue.co.uk/income-access-first-time-depositors-v-new-depositing-customers/

 

[the_dave]

Yeah that's basically what we've been getting at.

Have provided a bit more info in a new spangly aff-focussed blog: https://www.netrevenue.co.uk/income-access-first-time-depositors-v-new-depositing-customers/

Appreciate the write up. Good to see the blog also. I remember a time when loads of people were maintaining industry specific blogs, affiliates and operators, and they were a real resource for content and link building. Seems to have completely died away in recent times - I guess blogging on the whole is way less popular but 'back in the day' people definitely shared more.

I guess as competition increases people's willingness to share is reduced. I'm as guilty as anyone for that.

 

[BetReels]

I don't think it matters when the player deposits, unless the operator has rules in place about when a player needs to deposit after registering.

What I am saying is that if you refer 100 sign-ups and 10 of them deposit in January, you should receive your CPA commission for 10 players. Then, in February, you refer another 100 sign-ups and 15 of these people deposit, but 5 people from January also make their 1st deposit, then the program should pay you for 20 CPA deals (unless the program has a time limit, but I don't know of anyone who does).

Does this make sense?

EDIT: I see what you're saying: you found a program paying on NDC and not simply on FTDs? If that is the case, then you need ask the program to make the necessary changes.

 

[baldidiot]

Cheers Mr the_Dave. Tbh I've been meaning to do it for ages, largely to keep a record of things for when I forget myself!

@BetReels - I don't know about CPA as I tend to work solely on rev share, would like to think they're based on deposit triggers rather than the NDC stats though (especially as they usually have minimums and turnover triggers). My point was more about quotas and tiered based rev share deals which seem to use NDCs not FTDs (ie: so you could send 5 FTDs a month but theoretically fail to perform on a 1 NDC per month quota).

 

[BetReels]

CPA is based on a deposit been made and if the CPA is a high amount, then the casino would usually set a higher deposit value (called a baseline).

Some casinos also pay CPA for registrations. This is usually a very low amount.

If casinos are applying NDC in the sense that they exclude players registered in previous months, then the affiliate needs to question it as it is not fair. They could be losing some decent income this way.