# Analytics and growth

Learn to follow the journey from click to commission, find one point of loss, and choose the next step from numbers—not a complex dashboard or a guess.

- **Outcome:** A completed growth table, three calculated conversion metrics, and one concrete improvement plan for the next 7 days.
- **Duration:** 20–25 minutes
- **HTML:** https://playbook.affpartners.io/en/affiliate/lessons/analytics-and-growth/

## 01. Analytics answers one question: what should you do next?

Guessing is expensive. A small set of numbers is enough to see where a campaign works and where people leave.

> Do not hunt for one perfect metric. Follow the whole journey: source → click → registration → first deposit → repeat activity → commission.

| Metric | What it means | Why it matters |
| --- | --- | --- |
| Clicks | How many times your link was opened | They feed CTR: here it means Click-To-Registration Rate, or registrations ÷ clicks. Impressions are not needed. |
| Registrations | How many people created an account | Show whether the journey after the click is clear. |
| FTD | How many new users made a first deposit | Shows how many people reached their first monetary activity. |
| RTD rate | The share of registrations that resulted in an FTD | This registration-to-FTD rate is the one shown in partner statistics. It helps assess education and the post-registration journey. |
| Deposit sum | The total amount deposited | Adds context about activity, but should never be used to pressure the audience. |
| Commission | The amount credited to the partner | This is the campaign's actual outcome—not a forecast or promise. |

## 02. Read the funnel before changing the creative

Here is a learning example for seven days. It demonstrates the analysis process; it does not promise the same income.

**1,000 clicks** → **150 registrations** → **20 FTDs** → **$380 commission**

### Calculations

- **15% — CTR: click → registration:** 150 ÷ 1,000 — CTR here means Click-To-Registration Rate: registrations ÷ clicks. Impressions are not needed for this calculation.
- **13.3% — registration → FTD:** 20 ÷ 150
- **$19 — commission per FTD:** $380 ÷ 20 — The actual RevShare average for this campaign, not a fixed rate per FTD.

### Conclusions

- **What you know:** The creative generated clicks and the page converted 15% of visits into registrations.
- **Where to inspect loss:** Registration-to-FTD conversion is 13.3%. Check the first message, product explanation, and beginner journey.
- **What to change first:** Add one clear post-registration resource: a short walkthrough, FAQ, or voice explanation. Do not change the channel, creative, and education at once.

> Compare CTR and RTD rate only across variants with the same period and volume. Commission per FTD is a retrospective RevShare average, not a promise or a fixed payment per FTD.

## 03. Five mistakes that hide the real result

Each mistake has one simple measurement rule that fixes it.

| Mistake | What to do |
| --- | --- |
| Every lead goes through the same campaign | Create a separate campaign for every channel and creative. |
| Celebrating clicks without checking FTD | Compare the whole funnel and commission. Ten thousand clicks with zero FTD is not a win. |
| Stopping a test after one day | Use the same 3–7 day window and account for delayed FTDs. |
| Mixing countries and campaigns | Separate GEO and source. Even one TikTok account can attract audiences with different behavior. |
| Testing one video or post | Prepare 3–5 variants, keep the main hypothesis consistent, and compare the results. |

## 04. Build one growth table

One row is one measurable campaign over the same period. Start with these seven fields; you do not need a complex BI tool yet.

| Source | Creative | Clicks | Registrations | FTD | Commission | Note |
| --- | --- | --- | --- | --- | --- | --- |
| TikTok | “Chart moving up” video | 350 | 40 | 6 | $112 | Best result this week |
| Telegram ad | Post in a relevant channel | 580 | 90 | 10 | $190 | Longer journey to FTD |
| TikTok LIVE | Live walkthrough and Q&A | 230 | 30 | 5 | $88 | Improve the chat CTA |

### Table rules

- Use one period, such as Monday through Sunday.
- Create a separate row for every source, creative, and GEO.
- Add one note about what to inspect in the next test.

## 05. Scale evidence, not hope

Growth starts after a result repeats. Confirm the campaign with a second test, then increase only one resource.

| Signal | Next step |
| --- | --- |
| FTDs consistently come from TikTok | Make 3–5 new videos with the same angle and different hooks. |
| A Telegram bot drives registrations | Improve one script step and compare sequence completion. |
| One GEO is noticeably stronger | Localize the examples and language without copying claims or adding pressure. |
| A placement paid back twice | Find similar publishers and start with a small, measurable budget. |

> Do not raise the budget after one lucky sale. Require at least two comparable periods, separate campaigns, and a predefined loss limit.

## 06. Work with active traffic—not only new traffic

The journey does not end after FTD. Useful contact gives the audience a reason to return without buying new traffic every time.

### Where to find the data

- **Cohort report:** Compare people who arrived in the same week or campaign: how many returned after 7, 14, and 30 days, and how many made a repeat deposit (RD).
- **Churn report:** Find the point after which people stopped returning. Contact only audiences that have consented to receive messages.
- **Delayed FTD:** Some users make their first deposit days after registering. Check the time to FTD before closing a campaign.

### What you can do

- Share a useful market update without promising a result.
- Explain three common beginner mistakes or run a short quiz.
- Remind people about a genuine promotion or product feature at a relevant time.
- Offer educational material or support—never pressure someone to increase a deposit.

**Contact → Useful education → FTD → Return → RD → Next useful reason**

> Retention depends on consent and value. Never promise income, create false urgency, or encourage someone to risk more than they are prepared to lose.

## 07. Build a 7-day growth plan

Enter the results of one campaign. The calculator will show three key numbers and draft your next decision.

- **Source or campaign:** For example: TikTok — “chart moving up” video
- **Clicks:** 1000
- **Registrations:** 150
- **FTD:** 20
- **RevShare commission, $:** 380

### The calculator reports

- **CTR: click → registration.**
- **RTD rate: registration → FTD.**
- **Commission per FTD:** Actual RevShare average, not a fixed rate per FTD.

### Finished artifact

- Campaign {source}: there are clicks but no registrations. Over the next 7 days I will verify the link and landing page without changing the source.
- Campaign {source}: there are registrations but no FTD. Over the next 7 days I will inspect the first post-registration contact and add one useful resource.
- Campaign {source}: the registration-to-FTD RTD rate is {registrationToFtd}. Over the next 7 days I will change one education step and compare the same period.
- Campaign {source}: it produced {ftd} FTDs and {commissionPerFtd} commission per FTD. I will repeat it at a comparable volume and scale only after a second confirmation.

## Terms in plain language

- **FTD — First-time deposit.** The first successful deposit made by a user referred by the partner. Example: Twenty of 150 registered users made an FTD.
- **RD — Repeat deposit.** A new account deposit after the first one. It helps show repeat audience activity. Example: After 14 days, five users in one cohort made an RD.
- **RTD rate — Registration → FTD.** The share of registrations that resulted in a first-time deposit. Partner statistics use this rate for registration-to-FTD conversion. Example: Twenty FTDs from 150 registrations is a 13.3% RTD rate.
- **Cohort — A group with the same starting point.** Users grouped by period, source, or campaign so their behavior can be compared fairly. Example: The first-week-of-July cohort came from TikTok.
- **Churn — Audience drop-off.** The share of users who stopped returning or being active during a selected period. Example: The report showed high churn after week one.
- **Campaign — A separate unit for comparison.** A setup in the partner account that keeps the results of one channel or creative separate from another. Example: A separate campaign for the “chart moving up” TikTok video shows its registrations and FTDs independently.

## Grow with GameChange Partners

[Explore the partner program ↗](https://gamechange.partners/en?utm_source=academy&utm_medium=referral&utm_campaign=gcpacademy)

## Safety and constraints

**21+ · For persons aged 21 and over only.** Trading financial instruments involves significant risk and may result in the loss of invested funds. Affiliate Academy materials are for educational purposes only, do not constitute investment advice, and do not guarantee earnings.

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