Reading Your Affiliate Dashboard: Clicks, FTDs and NGR
What each column in a betting affiliate dashboard actually tells you, which numbers to optimise first, and how to spot a problem before it costs a month of commission.
The columns, translated
A typical partner dashboard shows more numbers than most partners need. These are the ones that drive decisions:
| Metric | What it means | What it tells you | | --- | --- | --- | | Clicks | Visitors who followed your link | Whether the placement is being seen at all | | Registrations | Accounts created | Whether your offer and audience match | | FTDs | First-time depositors | The number that actually earns money | | Deposits | Total deposited | Traffic quality and cashier friction | | NGR | Net gaming revenue from your players | The base your revenue share is calculated on | | Commission | What you are owed | The result, after deductions |
The ratios that matter more than the totals
Totals grow with traffic, so they flatter you. Ratios tell you whether the traffic is any good:
- Registration rate (registrations ÷ clicks). Very low means a mismatch between what your page promises and what the operator's landing page delivers.
- FTD rate (FTDs ÷ registrations). This is the honesty check. Lots of accounts and few deposits usually means incentivised or mismatched traffic.
- Revenue per depositor. Compare across channels, not across total figures. A modest channel with high revenue per player beats a loud one that produces tourists.
Diagnosing a bad month
Work backwards through the funnel:
- No clicks? The placement is not being seen: wrong page position, a link that broke, or a market where the operator restricts play.
- Clicks but no registrations? The offer does not match the audience, or the redirect is landing somewhere unexpected on mobile.
- Registrations but no FTDs? The audience is curious rather than ready to deposit — common with incentivised traffic and with content that oversells.
- FTDs but falling commission? Look at retention and at what the deal deducts. A player who stops playing stops paying you.
Habits that turn a dashboard into a plan
- Compare like with like. Segment by channel and market before drawing conclusions from an average.
- Watch retention, not just acquisition. Revenue share is a long game; a cohort that disappears in two months was cheap for a reason.
- Check the payout terms monthly. Minimums, schedules and payment methods are set by the programme and can change.
- Keep asking your manager what is converting. Offers, bonus structures and payment methods shift by market, and the partners who ask are the ones who catch it first.
Ready to send your first campaign?
Apply to the partner programme, earn revenue share on the players you send, and put what you read here to work with tracked links and creatives.
Apply as a partner