October 1, 2026 · Kenya · Payment methods · FTD · Average deposit
Kenya: FTDs and deposit value have different leaders
M-Pesa brings the most first deposits, bank transfer brings the most money. Five pictures on comparing payment methods by outcome and which one to put behind which campaign goal.
M-Pesa leads FTDs, bank transfer leads deposit value
Two leaders, two different jobs.
Different leaders
M-PESA · MOBILE WALLET: 43.7% — of FTDs — the largest share of first deposits.
BANK TRANSFER: 49.2% — of deposit value — and an average deposit 1.8× higher than via M-Pesa.
Compare methods by outcome
- Which method leads first deposits
- Which method leads deposit value
- Then the average deposit — it explains the gap between the first two answers
Match the method to the goal
FIRST DEPOSITS: M-Pesa FTD-focused creative — Say "deposit from KSh 1,300 with M-Pesa" in the first line.
DEPOSIT VALUE: Bank Value-focused creative — Lead with bank transfer and the higher limits.
Match the method to the metric
- First deposits → start with FTD share
- Deposit value → start with value share
- Build the creative for the GEO, not for the bonus
The short of it
In Kenya, first deposits and deposit value are led by different payment methods, and a method picked for one of those numbers does not necessarily move the other.
M-Pesa takes 43.7% of FTDs — the largest share of first deposits. Bank transfer takes 49.2% of deposit value — the largest share of the money — and the average deposit through it is 1.8 times higher.
A campaign for first deposits starts from FTD share and tests M-Pesa in its creative; a campaign for deposit value starts from value share and tests bank transfer.
About the data: platform-wide traffic over 90 days, not affiliate traffic only.
Next in the Academy: analytics