A cost-per-FTD number on its own tells you almost nothing. The market, the month on the curve and the method behind it are the whole meaning.
Most published iGaming CPA numbers are quoted without the three things that give them meaning: which market, which month of the campaign, and how the figure was measured.
First, which market: a Nordic CPA and a Swiss CPA are not comparable, because the LTV behind them differs by a factor of four. Second, which month: month-one CPA runs 1.5 to 2 times the eventual target while the pixel matures, so a number without a month is meaningless. Third, the method: is it blended across GEOs, is it measured to FTD or to registration, and what sample sits behind it.
This is why every benchmark on this site carries a source line, a data-through date and a changelog. A number you cannot date is a number you cannot trust.
A market, a point on the decline curve, a measurement basis (to FTD, not registration), a sample size and a date. A single number with none of those is marketing, not a benchmark.
Because CPA only means something against the value it buys. A high CPA in a high-LTV market can be a better deal than a low CPA in a low-LTV one.
A short brief and a 20-minute call. GEO, monthly budget band, vertical. You leave with a channel read, not a sales deck.
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