Buyers optimise for FTD while the cohort never pays back
Track · 6–8 hoursMarketers, media buyers, affiliate managers
Learning for marketing and affiliate teams
From the acquisition funnel to traffic unit economics. So the decision about a source is made on the cohort, not on the FTD count.
What usually hurts
The argument with the operator about traffic quality happens without shared definitions
CPA gets calculated, LTV does not, so nobody sees the ratio
What the employee can do after the track
A list of actions, not of topics. This is what certification is built on.
- 01Calculates CTR, Registration Conversion, Click-to-FTD and Registration-to-FTD, and knows which says what
- 02Builds a cohort by FTD date and reads D7 / D30 alongside deposits, GGR, NGR and LTV
- 03Calculates LTV-to-CAC and payback period, not just CPA
- 04Understands why more FTDs does not mean better traffic
- 05Talks to the operator about source quality in the operator’s own terms
Course sequence
Where this lives in the platform
Where source, campaign and affiliate data sits in the reporting — and which filters change the conclusion.
Track materials
- 01iGaming terminology glossary
- 02Metrics catalogue
- 03Metric formulas
- 04Affiliate economics calculator
- 05LTV calculator
- 06Cohort report
Certification level
Available after the track. The exact scope is fixed in the proposal.
L1+ higher levels by agreement
Adjacent tracks
Questions about this track
Is this a marketing track or an analytics track?+
About traffic economics. There are no channels or creatives here — there is how to work out whether a channel paid back: CPA, CAC, LTV, cohorts, unit economics.
Will it suit a media-buying team with no iGaming experience?+
Yes, the track starts with the operator business fundamentals. Without that block, the conversation about traffic quality has no shared basis.
Will you teach our specific affiliate system?+
We teach reading the reporting and calculating source economics regardless of the system. Working in a specific interface can be added as an adaptation.
Our buyers argue with the operator about traffic quality. Will this help?+
That is the track’s main job. Afterwards both sides work from the same definitions — cohort by FTD date, D7, D30, NGR, LTV — and the argument loses its subject.
Request a proposal for the Marketing / Affiliate track
Twenty minutes of conversation and you get the programme scope, volume and price for your team.