Web3 firm Addressable introduces new marketing metric for crypto wallets

Web3 marketing firm Addressable has launched cost per wallet (CPW), a new metric aimed at improving user acquisition tracking for decentralized applications (DApps) and blockchain businesses.

Announced on March 13, CPW is designed to provide more precise insights for Web3 marketers by tracking onchain wallet activity rather than traditional Web2 advertising metrics like cost per acquisition (CPA) and cost per click (CPC).

A lower CPA means customer acquisition is more efficient, while a lower CPC indicates that businesses are implementing more cost-effective ad campaigns. 

Addressable claims that CPW would allow businesses to determine which users are “high-value” and are more likely to get converted into their marketing funnels, helping them optimize their marketing efforts and avoid “bots.”