> ## Content Index > Fetch the complete content index at: https://www.web3-advertising.com/llms.txt > Use this file to discover other available public pages before exploring further. # All of it, or none of it? - URL: https://www.web3-advertising.com/all-of-it-or-none-of-it/ - Published: 2026-10-23T12:08:29.000Z - Updated: 2026-10-23T12:08:29.000Z - Description: Actually, it's neither. - Author: Wayne Hattingh Don't skip this step when it comes to reporting time. **Marketers need reports they can stand behind.** We've known this from the beginning. Making it reliable, dependable, and useful has been non-negotiable ever since. The problem is, most marketers are either skipping what we consider to be one of the most important parts, or glossing over the info as if it's a nice-to-have, but not essential. **Almost no one is curious about how many of those users the ad actually brought in.** We've offered to test exactly that, but most advertisers just shrug. Even the experienced ones. It just doesn't seem to matter to them much. I've been chewing on why for a while, and I think there are two camps. Both read the same report, but come away with opposite answers, and skip the same thing. **The first camp doesn't know to ask, or doesn't think to.** Usually they're newer to running campaigns, so when the conversions show up, every one is recorded as a win for the ad. According to them, somebody saw the ad, and then converted. Done. But that's not totally correct. Some of those people were coming anyway. They'd heard about the product from a friend, or the market changed and they went looking for something like it, or they just happened to stumble upon you, or maybe even saw the ad along the way. Either way, it wasn't the ad that moved them. This is something that comes to light over time as experience grows. **Then there's the sceptic.** They walk into the same call having already decided the opposite. Most have been burned by advertising in the past, and then others are just against advertising in general. They see it as a budget drain and think organic is king. Generally speaking, they think all networks are the same, so their point of view is the opposite: none of the conversions came from the ad, and those users would have converted anyway. We show them a test that says otherwise, but it doesn't move them because, as far as they're concerned, it's our test, so we could have made it up to suit us. And to be fair, they have half a point, because it's like us marking our own homework. So it's definitely something you should look at closely. We only use public blockchain data, so anyone can check our numbers, but that's a post for another day. Fudging them would also damage our reputation beyond repair, which, as I've written before, is the opposite of what we're building, and the reason we start everyone with a test campaign. [Why we start everyone on a small testProof we can deliver, before you commit any real budget.![](https://storage.ghost.io/c/dd/d7/ddd7acdd-b0e2-462c-8132-53172eb6962a/content/images/icon/w3a-7b11337f-9a02-49b5-b083-2a27456e79f7.png)Web3-AdvertisingWayne Hattingh![](https://storage.ghost.io/c/dd/d7/ddd7acdd-b0e2-462c-8132-53172eb6962a/content/images/thumbnail/Start-small-2-73a5e4ee-b1d7-447f-970f-d0ee7d9721ca.png)](https://www.web3-advertising.com/why-we-start-everyone-on-a-small-test/) **Late last year, we had one advertiser who did ask.** He knew exactly what incrementality was, and he pushed us on it properly: how many of these conversions did the ads cause, and how many just happened around the same time? So we ran the incrementality test on his campaign. He was satisfied with the results and with how we were reporting. **His problem was everyone around him.** He knew that anyone at his company who checked their own analytics would see hardly any clicks and almost no referred traffic, then conclude the campaign did nothing. Their tools only count clicks, and most of his converted users never clicked. They saw the ad, came back on their own a few days later, and showed up as direct traffic. In most of our campaigns, about three in four conversions came without a click. But, every one of those conversions could be checked onchain, wallet by wallet, with where they saw the ad when they connected their wallet, and the transactions to support it. None of that is in an impression-to-click report, and that's where his team would be looking. At their own analytics, designed for a different audience and market. > We’ve run over 50 campaigns since April 2025, and our data confirms that only about 26% of conversions come from clicks. Web3 is too averse to clicking links for tracking and attribution to work reliably this way. **But we're not the only ones with this problem.** Web2 is in the same spot. [Alex Schultz, Meta's Chief Data Officer](https://www.linkedin.com/in/alexorig?ref=web3-advertising.com), [told Adweek](https://www.adweek.com/brand-marketing/the-art-and-science-of-digital-marketing-insights-from-alex-schultz-cmo-of-meta/?ref=web3-advertising.com) that the one thing he pushes through his entire [book on digital marketing](https://www.hachette.co.uk/titles/alex-schultz/click-here/9781035434121?ref=web3-advertising.com) is that marketers who only track post-click conversions are missing the point. In his words: "I'm really pushing incrementality measurement." Yet in a [2025 survey by EMARKETER and TransUnion](https://www.emarketer.com/content/incrementality-takes-center-stage--there-s-still-work-done-?ref=web3-advertising.com), about half of US brand and agency marketers said they test for it, and [TransUnion's own headline](https://newsroom.transunion.com/new-transunion-research-reveals-marketers-confidence-in-measurement-has-stalled/?ref=web3-advertising.com) on the research was that marketers' confidence in measurement has stalled. Whichever camp you're in, And whether or not you have 100% confidence in the data, Do not skip this step. **You should know the effectiveness of a campaign, not just its efficiency.** And you should make sure your team is informed about the market in which you operate. Because if they’re looking at a regular impressions-to-click report, they'll see numbers that don’t bring home the bacon, and if it's the headline number on a dashboard, they'll think it’s better than what it is. Neither of those is actually it.