Mobile FTD is smaller but LTV runs even with desktop — don't accept a lower rate

Mobile FTD is smaller but LTV runs even with desktop — don't accept a lower rate

The advice: mobile traffic is lower quality, so accept a lower CPA on it. The first deposit is smaller; the lifetime usually isn't.

The split, ~30 cohorts segmented by device, 6-month LTV:
— Mobile median FTD: ~$35-45. Desktop: ~$60-80. This gap is what operators cite to discount mobile.
— But mobile deposit frequency ran ~1.6x desktop (push-driven, always-on), closing the LTV gap to within ~5-10%.
— On retention past month 3, mobile actually led on several casino cohorts.

The correction: don't anchor the deal to FTD size — that's the one metric where mobile looks worst. On LTV and RevShare, mobile is roughly at parity, and on volume it's where the market is. Accepting a 20-30% CPA discount "because mobile" is paying for an FTD-size artifact, not a quality gap.

▸ Where mobile genuinely underperforms: bonus-heavy verticals with clunky mobile KYC, which suppresses qualification.

Benchmark of the day: mobile FTD is ~40% smaller but LTV lands within ~10% of desktop; refuse the device-based discount.