Addressable introduces cost per wallet metric for Web3 marketing

Addressable co-founder Asaf Nadler told Cointelegraph that the metric allows projects to determine which users are more likely to be interested in their products.

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.

The company claims CPW provides a more precise measure of user engagement compared to traditional Web2 marketing, where metrics such as customer acquisition cost (CAC) and cost per click (CPC) are commonly used, by tracking onchain wallet activity instead of ad clicks or website logins.

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

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