The word “average” needs a denominator

A deposit report needs words that mean the same thing on both sides of the table. This glossary covers the terms that come up in an influencer test, from a reg to a repeat deposit and the brand’s financial measures. For the money rows, put the counting rule beside the name.

The player’s path through the brand

Reg / registration

An account created with the casino brand. “Regs” is the short form used in the report. The count should follow the agreed sign-up rule, including how incomplete sign-ups or duplicate accounts are handled.

Player ID

The account identifier connecting a player’s reg and deposit records.

Cashier

The part of the product where the player chooses a payment method and adds money to the account. It is a practical place to look when regs arrive but few reach FTD. A visit to the cashier still leaves the payment step ahead.

Deposit

A successful payment into a player’s account. Pending and failed payments stay outside the successful-deposit count. If the brand later reverses a payment, the report needs a clear rule for that change.

FTD / first deposit

A player’s first successful deposit in their entire history with the brand. An old account can make an FTD if it has never deposited before; a previously depositing player cannot make a second FTD. This rule stays the same when the creator, tracking link or test changes.

Use “FTD” for the first deposit and “FTDs” for the number of players who made one, with the first-deposit sum in its own money row.

Depositor

A player with a successful deposit in the stated window. The report must say whether this group covers the new test cohort, existing players, or both.

What happens after FTD

Repeat deposit

A successful deposit after the player’s FTD.

Repeat depositors

Players from the stated group who made a repeat deposit within the window. This is a player count, while the repeat-deposit sum is a money figure. The names should stay distinct throughout the report.

Repeat-depositor share

For an FTD cohort, repeat depositors divided by FTDs, expressed as a percentage. Keep the same group and window on both sides of the calculation. If the brand uses another starting group, say so beside the rate.

The cohort article covers how to compare repeat behaviour over time. Choose the window for the test, then use it consistently.

Rates and money need their formulas

Reg-to-FTD rate

FTDs ÷ regs from the same cohort, expressed as a percentage. This tells you what share of those regs reached FTD within the stated window. A rate without the two counts is harder to judge.

Average first deposit

First-deposit sum ÷ FTDs for the stated group. Repeat deposits do not enter this numerator. Show the currency too: a number without it can look comparable across reports when it is not.

Average deposit

An unfinished name until the report gives the denominator. Does it mean money for each successful deposit transaction, for each depositor, or only the average first deposit? Those calculations can all be valid and still answer different questions.

The formula settles what “average deposit” means here. It’s quicker than arguing about a number whose meaning is still open.

Deposit total

The sum of all successful deposits in the stated window. For the full report structure and the boundaries between deposit and financial figures, see the deposit report article.

Deposits per depositor

Deposit total ÷ depositors in the same group and window. This includes repeat-deposit money when it belongs to that total. It has a different denominator from an average deposit transaction.

All the averages in that example are correct. Their names decide what the reader can use them for.

Where the players come from

Source / creator type

A category of creators used to group the test results. Here the creator types are casino streamers, Telegram channels and social media creators. The brand’s report is split by geo and creator type; the agency handles the creators.

Geo

The market the test is aimed at. The planned geo and the players’ actual locations can differ, so the report needs a clear way to assign them. The geo page lists the markets InfluEdge works with.

Audience geo

The geographical breakdown of a creator’s audience, used to check the match before launch. Include the period and source of the location data, since a channel’s language may be shared by audiences in several geos.

Active audience

The audience that took a stated action during a stated period. Name the action the platform counted, such as a visit or view, and keep that activity count separate from the accumulated follower total.

Audience overlap

People or accounts present in more than one creator’s audience. Adding audience totals can therefore overstate the combined audience. Measure it from data that can identify the shared group.

What the test is trying to learn

Test

A run with a defined deposit goal and an end point. InfluEdge’s starting test pairs one geo with one creator type, and the goal is agreed before launch. The result supports a choice: scale, change the geo or creator type, or stop.

Hypothesis

The question the test is meant to answer through its numbers.

Cohort

A group of players joined by the same starting event and date range, such as regs from one week. Give the starting event in the name to distinguish a registration cohort from an FTD cohort.

Observation window

The period over which the report follows a cohort. Say where the clock starts: registration or FTD. For the comparisons and timing rules, use the cohort article linked above.

Retention

The share of a starting group that returns for a stated action within the window. Name the action, whether a repeat deposit, a visit or game activity, so a reported improvement has a clear meaning.

How a deposit gets back into the report

Tracking link

A link carrying the identifiers used to connect arriving traffic with its source. Opening the right page is only part of the check: the identifiers also need to reach the later account and deposit records.

Promo code

A code used by the brand to connect a player with a source under the agreed attribution rules.

Attribution

The rule for giving a source credit for a player or event. When link and code point in different directions, that rule decides which one wins. The tracking article covers the checks when reports disagree.

Attribution window

The period in which an earlier source interaction can receive credit for a later event. This answers a crediting question. The observation window answers how long the report follows the player.

Postback

A message sent between systems when an event is recorded, such as a successful deposit. It carries the agreed event details and identifiers. If it arrives late or more than once, the receiving system still needs to handle it correctly.

Player value and the brand’s financial rows

LTV

Lifetime value: a measure or estimate of a player’s value to the brand. Ask which financial basis it uses and whether it describes value already recorded or a forecast. An early test total cannot answer the lifetime question by itself.

GGR

Gross gaming revenue: stakes minus winnings under the brand’s accounting rules. The report needs the period and the treatment of adjustments beside the figure. Its calculation belongs to the brand’s financial data.

NGR

Net gaming revenue: the brand’s revenue figure after its specified deductions from GGR. The exact formula matters because deductions can differ. A familiar abbreviation is no reason to assume two exports use the same calculation.

Traffic quality and audience figures

KYC

Know your customer: the brand’s process for checking customer information and identity. In a test discussion, ask which step the player reached and whether it affected the path to a successful deposit.

Fraud

Deceptive activity that distorts the player result, such as duplicate accounts passed off as new players. The brand’s account checks decide what happened. A strange pattern is a reason to ask a specific question before making an accusation.

Incentivised traffic

Traffic driven by an external reward for completing an action. When checking a reg or deposit result, establish whether such a reward was involved. The deposit amount by itself leaves the player’s motive open.

Reach

Distinct accounts or people reached under the platform’s definition. It describes the audience number before the brand’s registration and cashier steps.

Impressions

The number of times something was shown, including repeated appearances to the same account.

CPM

Spend for a thousand impressions: spend ÷ impressions × a thousand. It describes the exposure figure. The reach and deposits article explains why an equal CPM can sit beside very different FTDs.