Cost Per Wallet – The Breakthrough Metric Crypto Marketing Needs
Victoria d’Este
Published: March 14, 2025 at 11:09 am Updated: March 14, 2025 at 11:09 am
Edited and fact-checked:
March 14, 2025 at 11:09 am
In Brief
Cost Per Wallet (CPW), introduced by Addressable, is the essential metric crypto marketing needs, quantifying wallet-ready user acquisition for optimized Web3 growth strategies.
A key indicator for tracking user growth and acquisition has long been absent from the cryptocurrency sector. Crypto marketers confront particular difficulties in measuring performance, whereas traditional industries have well-established standards for consumer acquisition. Budget justification, expenditure optimization, and strategy comparison are hampered by pseudonymous users, dispersed ecosystems, and unclear conversion routes.
Cost Per Wallet (CPW), a new metric recently introduced by Addressable and created to quantify the expense of acquiring a wallet-ready customer, fills this gap. This strategy offers a straightforward, doable way to monitor marketing efficacy and promote genuine Web3 adoption.
The Problem with Current Metrics
Although the figures are sometimes tricky, crypto marketing needs a combination of imagination and analytics. Although they are recognized industry standards, classic Web2 measures such as Cost Per Click (CPC) and Customer Acquisition Cost (CAC) fail to sufficiently reflect the reality of Web3. CAC depends on a transparent conversion event. However, in the cryptocurrency space, these events frequently take place off-site, whether on-chain, on an exchange, or on a decentralized exchange.
Direct attribution is further complicated by the fact that each user has many wallets. Similar to CPC, which assumes that clicks are equal to attention, Web3 engagement frequently results from more passive view-through engagements, including banner advertisements or the influence of key opinion leaders. Furthermore, since bots, airdrop farmers, and casual visitors commonly skew analytics, clicks by themselves do not ensure adoption.
Web3-native metrics such as Mindshare and Cost Per Value (CPV) have been developed in response to these limitations. For projects generating on-chain income, Spindl’s CPV uses a multi-touch attribution methodology. However, many cryptocurrency businesses are still in the discovery stage or earning an off-chain profit, which makes it challenging to use CPV widely.
Though it lacks obvious attribution and cost-tracking features, Mindshare by Kaito.ai monitors Crypto Twitter interaction and its relationship to token prices. By quantifying the shift from attention to engagement and adoption, CPW enhances these frameworks rather than replaces them, providing a useful way to evaluate performance in the middle of the growth funnel.
The CPW Strategy: Establishing a Useful Web3 Metric
Due to regulatory restrictions on mobile applications and the difficulties in measuring interaction with Telegram mini-apps, the majority of cryptocurrency initiatives reroute traffic to the landing websites. The existence of a wallet installed in the browser is the most trustworthy sign of a legitimate cryptocurrency user. In order to make sure that marketing campaigns target real users rather than bots or indifferent parties, CPW calculates the cost of attracting a website visitor with an active cryptocurrency wallet.
A recent study of 245 campaigns on the Addressable platform, which included programmatic and X Ads advertising in 195 countries, produced useful information from 439,000 website visits to websites with a crypto focus. The results showed that CPW-identified consumers show much greater levels of engagement.
Wallet owners are 18 times more likely to log in via Wallet Connect or a centralized exchange, 7 times more likely to finish an initial transaction, and 7.4 times more likely to remain on-site for more than 30 seconds instead of instantly bouncing.
Wallet ownership is associated with a 2x boost in login rates and a 16% increase in conversion rates, even among visitors who are already actively using the website. Based on actual user behavior, our findings validate CPW as a potent instrument for evaluating acquisition performance and maximizing growth.
Findings from the Initial CPW Data
Over the last two months, monitoring CPW has produced noteworthy results for several campaign types. Programmatic ad campaigns for meme tokens have shown reduced acquisition costs; some campaigns have achieved CPW rates as low as $1.48. Reddit Ads-powered developer-focused capture-the-flag (CTF) campaigns have shown remarkable cost-effectiveness, with CPW as low as $0.36.
The influence of consistent momentum has been demonstrated by decentralized exchange marketing efforts on Twitter Ads, which have shown that CPW rates average $3.07, with wallet owners continuing to participate long after ads have concluded. A number of variables, including audience targeting, regional location, unique communication, and general market timing, affect CPW.
While gaining meme token fans in other places is sometimes less expensive, acquiring traders in North America is typically more costly, with CPW ranging from $3 to $5. Teams may use this information to adjust the budget allocation according to their unique acquisition objectives.
Instead of replacing current models, CPW closes an important knowledge gap about the shift from interest to acceptance. Community feedback will be used to improve CPW over time, and open discussion will help determine the best growth approaches for Web3.
Disclaimer
In line with the Trust Project guidelines, please note that the information provided on this page is not intended to be and should not be interpreted as legal, tax, investment, financial, or any other form of advice. It is important to only invest what you can afford to lose and to seek independent financial advice if you have any doubts. For further information, we suggest referring to the terms and conditions as well as the help and support pages provided by the issuer or advertiser. MetaversePost is committed to accurate, unbiased reporting, but market conditions are subject to change without notice.
About The Author
Victoria is a writer on a variety of technology topics including Web3.0, AI and cryptocurrencies. Her extensive experience allows her to write insightful articles for the wider audience.
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Victoria d’Este
Victoria is a writer on a variety of technology topics including Web3.0, AI and cryptocurrencies. Her extensive experience allows her to write insightful articles for the wider audience.
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