Performance Marketing in Web3: How to Run Scalable, Trackable Ad Campaigns

 

In Web2, performance marketing is a science.

In Web3, it’s still evolving — but it’s more essential than ever.

Crypto-native users are bombarded with thousands of shill posts, airdrops, and “100x” promises daily. So how do you run ads that cut through the noise, convert wallets, and maintain onchain stickiness?

In this guide, we’ll show you:

• Where to run Web3-friendly paid campaigns

• How to track performance across wallets and communities

• What KPIs to optimize for (hint: not just CTR!)

• Tools, tactics, and platforms that work in 2025

🧭 What is Performance Marketing in Web3?

Performance marketing = pay-per-result.

Unlike brand campaigns (billboards, awareness), performance marketing is about:

Metric	Example
CPA (Cost Per Action)	Cost to generate one wallet registration
ROAS (Return on Ad Spend)	Revenue from DApp actions per $1 ad spent
Onchain Conversions	Token swap, NFT mint, DAO vote, etc.

The unique part in Web3:

Your funnel isn’t just a sign-up—it’s a wallet interaction. That’s what makes tracking both harder and more powerful.

🌐 Where Can You Run Paid Ads for Web3 in 2025?

🔹 1. X (Twitter) Ads

• Still the #1 attention hub for crypto

• Target by crypto followers, hashtags, keywords

• Use for: driving quests, waitlists, AMAs

⚠️ Tip: Avoid broad awareness campaigns. Run thread-style carousels with CTA to your quest or Telegram.

🔹 2. Telegram Ads (via Sponsored Messages)

• Newer format but high relevance in Web3

• Target by group type, region, interests

• Great for: airdrops, ambassador recruitment, quest onboarding

🧠 Use inline buttons for better conversion tracking (e.g. “Open Wallet” or “Join Quest”)

🔹 3. Crypto-Native Ad Networks

Platform	Use Case
Coinzilla	Banner ads on major crypto sites
AdEx	Programmatic crypto display ads
Galxe Ads	Target wallet-based campaigns
TaskOn	Ads tied to verified wallet actions

💡 Best for awareness + onchain growth hybrid

🔹 4. Quest Platforms (Pay for Completion)

• Zealy, Layer3, Galxe, TaskOn

• You pay per quest completion tied to onchain actions

• Can whitelist geos, wallets, and anti-bot mechanisms

🛠️ Connect with Web3 CRM tools like Addressable, Cookie3, or Kazm to track repeat actions across wallets.

🧪 Tracking Performance: From Click to Chain

Tracking in Web3 isn’t just UTM links anymore. You need to track:

• Click → quest join

• Quest → wallet action

• Wallet → repeat engagement (retention)

🔧 Key Tools

Tool	Use
Raleon	Connect wallet behavior to funnels
Dune Analytics	Custom dashboards for wallet activity
Kazm	Track campaign performance by wallet, segment users
GA4 + Fathom	For off-chain landing page metrics

📊 KPIs That Actually Matter in Web3 Performance Marketing

🚫 Stop optimizing for CTR and CPM.

✅ Start optimizing for qualified onchain actions.

Core KPIs

KPI	Why It Matters
CPA (Cost per action)	Cost to get 1 wallet to stake, mint, or swap
WAA (Wallets Actively Activated)	Wallets that did more than just claim an airdrop
Retention Rate (30d)	Shows if your audience sticks around post-campaign
Referrals / Virality	How many people invite others
Token Touchpoint	Did they swap, farm, stake, or just idle?

🧠 Performance Marketing Tactics That Work in 2025

✅ Pre-Filter Your Audience

Don’t just target “crypto Twitter.” Narrow by:

• Chain preference (Solana, ETH, Base)

• Language + meme culture (e.g. Vietnam ≠ Brazil)

• Airdrop farming behavior vs. real users

Use allowlist / gated quests for filtering.

✅ Run Campaigns Around Milestones

• New NFT collection drop

• Product release or UI launch

• Liquidity mining round

• DAO vote or proposal submission

Timed campaigns outperform generic ones by 3–5x in wallet conversion.

✅ Incentivize Without Overpaying

You can reward:

• Quests
• Referrals
• AMAs
• Reviews

But use:

• Tiered rewards (high effort = high reward)
• Locked staking or vesting to prevent dumpers
• Proof-of-humanity (ZK + Sybil filtering tools)

✅ Post-Campaign Segmentation

• Segment users into: 1x wallets, stakers, repeat referrers
• Re-target them with new campaign formats (via email, wallet push, Discord)

Tools: Addressable, Notifi, WalletConnect Push

❌ Common Web3 Performance Marketing Mistakes

🚫 Buying generic banner ads with no funnel

🚫 Paying macro KOLs with no conversion proof

🚫 Ignoring wallet retention and LTV

🚫 Measuring clicks but not onchain actions

🚫 Launching without campaign dashboards

✅ Web3 Performance Campaign Checklist

•  Define core action (swap, quest, stake)

•  Choose paid channel (X, Quest, Telegram)

•  Set KPIs: CPA, WAA, ROAS

•  Add wallet-tracking layer (Raleon, Dune)

•  Launch campaign with referral system

•  Optimize weekly based on wallet behavior

•  Segment & re-engage top users

🚀 Final Thoughts

Performance marketing in Web3 isn’t just possible—it’s mission-critical.

But it requires better tooling, deeper funnel design, and wallet-native thinking.

“In Web3, your wallet is your user profile. Ads should speak wallet-first, not click-first.”

🤝 Need Help with Performance Marketing for Your Web3 Project?

CMO Intern offers:

• Paid campaign strategy + execution
• Wallet conversion tracking
• Quests, referral systems, and funnel design
• ROAS + retention dashboards

👉 Book a Strategy Call

👉 Join the Web3 Growth Community