Web3 marketing firm Addressable has launched a new metric, cost per wallet (CPW), aimed at tracking user acquisition more effectively for decentralized applications and blockchain businesses. Announced on March 13, CPW offers insights based on on-chain wallet activity, contrasting traditional advertising metrics like cost per acquisition (CPA) and cost per click (CPC). Addressable claims that users with crypto wallets are 18 times more likely to sign up and seven times more likely to convert to crypto products, emphasizing that CPW reveals 'high-value' users while filtering out bots and low-quality traffic. This capability is expected to optimize marketing strategies for crypto projects, enabling them to accurately measure campaign effectiveness in engaging potential customers. The emphasis is shifting towards retail user acquisition, while the broader industry is also noting an importance on institutional adoption.

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