The Web3 Performance Marketing Masterclass
A comprehensive course designed for marketers entering the blockchain ecosystem. From foundational concepts to advanced optimization strategies— become a web3 performance marketing expert.
New to web3 marketing?
Start with the foundations. Already know the basics? Jump to Pricing Models or Targeting Strategies.
The Evolution of Web3 Marketing
From Past to Present: Understanding how web3 marketing evolved from experimentation to accountability
The story so far
How web3 marketing became a cautionary tale of experimentation without measurement
The Experimentation Cycle
Following the failed trends: from follower-buying to quests to KOLs
Why Token Launches Drove Everything (And Why That's Changing)
Understanding the role of TGEs and the shift toward sustainable business models
The Web3 Industry Is Growing Up
How the industry is maturing and why the timing is right for performance marketing
How web2 views marketing
You'd be surprised how diverged web2 and web3 marketing is
Marketing in web2
Understanding the systematic approach to performance marketing developed in web2
The Fundamentals: Goals and Measurement
Why clarity on goals and metrics is the foundation of performance marketing
Understanding Conversion
Defining what conversion means in web3 protocols
Tracking the Marketing Funnel
Understanding user journeys from awareness to retention
What Makes Web3 Tracking Different
The advantages and limitations of onchain tracking versus cookies
Pricing Models for Paid Advertising
CPM, CPC, CPA - what do they even mean and how do I choose
Understanding Pricing Models
How pricing determines what the system optimizes for
CPM (Cost Per Mille/Thousand Impressions)
Paying for eyeballs: when and why to use impression-based pricing
CPC (Cost Per Click)
Paying for intent: when clicks signal genuine interest
CPA (Cost Per Action/Acquisition)
Paying for results: aligning spend with actual outcomes
The Critical Distinction: True CPA vs. eCPA
Understanding the difference between calculated metrics and actual pricing
Why Performance-Based Models Work Better in Web3
How onchain verification changes the economics of performance pricing
Choosing the Right Model
Decision framework for selecting the optimal pricing model
Targeting - The Right Ad to the Right Person at the Right Time
Getting the right message in front of the right person at the right moment
The Evolution of Targeting
From contextual to behavioral targeting and web3's onchain advantage
Web3's Targeting Advantage: Onchain Behavioral Data
How onchain data enables precise behavioral targeting
Targeting Precision vs. Scale Tradeoff
Understanding the balance between specificity and reach
Questions to Ask Any Ad Platform About Targeting
Essential questions to evaluate targeting capabilities
The Power of Exclusion Targeting
Using exclusions to reduce wasted spend
Attribution & Conversion Tracking
Understanding how marketing touchpoints connect to outcomes in web3
Attribution Models Explained
Understanding last-touch, first-touch, and multi-touch attribution
Why Last-Touch Works Well in Web3
Understanding why simple attribution makes sense with onchain data
Onchain Attribution: How It Works
The technical flow of attribution in web3
Handling Multi-Wallet Users
The challenge of identity across multiple wallets
Questions to Ask About Attribution
Essential questions to understand attribution implementation
Metrics - Vanity vs. Reality
Distinguishing metrics that drive decisions from those that merely capture attention
Vanity Metrics vs. Reality Metrics
Understanding the difference between attention and performance
The 5 Key Reality Metrics
Core metrics that drive performance marketing decisions
Leading vs. Lagging Indicators
Understanding predictive vs. historical metrics
Metrics by Campaign Stage
Different metrics matter at different stages
What to Track in Your Dashboard
Simple dashboard structure for decision-making
Red Flags in Your Metrics
Warning signs that indicate problems
Incrementality - Proving Your Marketing Actually Works
Testing whether your advertising actually drives results or just takes credit for them
Incrementality - Proving Your Marketing Actually Works
Understanding the difference between correlation and causation in marketing
The Problem Attribution Doesn't Solve
Why attribution metrics can't tell you if ads actually caused conversions
What Is Incrementality & Why it Matters More in Web3?
Understanding causal impact measurement in web3 ecosystems
How Incrementality Testing Works
The methodology for measuring causal impact of advertising
Real-World Incrementality Results
What good and bad incrementality looks like in practice
The Incrementality Mindset for Budget Decisions
How incrementality transforms ROI evaluation and scaling decisions
Incrementality Testing Implementation
Key questions to ask ad platforms about incrementality testing
Creative & Messaging
How to craft ads that resonate with web3 audiences and drive conversions
Creative & Messaging
Why great targeting and tracking aren't enough without resonant messaging
Understanding Your Audience's Sophistication
Matching your message to your audience's knowledge level
Voice and Tone for Web3
Communication norms that work in web3 culture
Message Framework: Benefit-Feature-Proof
Three-layer structure for compelling messages
Technical vs. Benefit-Focused Messaging
When to use technical details vs. simple benefits
High-Performing Ad Creative Patterns
Proven creative patterns that consistently outperform
Creative Testing Framework
Systematic approach to testing creative variations
Common Creative Mistakes in Web3
Pitfalls to avoid when crafting web3 ad creative
Call-to-Action Best Practices
Crafting clear, frictionless CTAs that drive action
Visual Design Principles
Design best practices for web3 ad creative
Messaging for Different Campaign Goals
Tailoring creative to specific campaign objectives
Testing Velocity
Accelerating learning through continuous creative testing
Running Tests - A/B Testing
Applying the scientific method to marketing through controlled experiments
Running Tests - A/B Testing
The scientific method applied to marketing
What Is A/B Testing?
Understanding the fundamentals of controlled experiments
What You Can Test
The many variables you can experiment with
How to Design Valid Tests
Principles for running scientifically sound experiments
Reading Test Results
How to interpret test outcomes and make decisions
Common Testing Mistakes
Pitfalls that invalidate test results
Testing Velocity vs. Testing Rigor
Balancing speed and accuracy in experiments
Sequential Testing Framework
Building tests that inform each other
Statistical Significance Tools
Resources for validating test results
Test Documentation Template
Tracking learnings for institutional knowledge
When to Stop Testing and Scale
Knowing when to shift from optimization to execution
Publisher Strategy & Supply Dynamics
Understanding the publisher side to make better advertising decisions
Publisher Strategy & Supply Dynamics
Understanding the publisher's side helps you make better ad placement decisions
What Makes a Good Publisher in Web3
Publisher quality fundamentals and eCPM economics
Quality vs. Quantity
Why engaged audiences outperform large passive audiences
Why Performance Models Benefit Publishers
How performance pricing creates better outcomes for publishers
Publisher Selection Criteria
How ad networks evaluate and select publishers
Why Now Is the Perfect Time to Test
Market timing and early mover advantages
Evaluating Ad Networks Based on Publishers
Key questions to ask when choosing an ad network
Scaling & Budget Strategy
How to scale spend responsibly and maximize growth
Scaling & Budget Strategy
Moving from testing to sustainable growth
The Test → Scale Framework
Three phases from initial test to full-scale campaigns
When to Scale vs. When to Pause
Decision framework for budget adjustments
The Scaling Process
How to increase budgets without tanking performance
Budget Allocation Across Channels
Portfolio approach to multi-channel budget distribution
Seasonality and Market Conditions
Adapting strategy to crypto market cycles
The Subscription Model Mindset
Treating performance marketing as essential infrastructure
Partnership Approach with Networks
Building strategic relationships with ad networks
Budget Planning Cycles
Cadence for reviewing and adjusting budgets
When Performance Marketing Becomes Self-Sustaining
The flywheel of profitable user acquisition
Ready to get started?
Begin your journey to becoming a web3 performance marketing expert. Start with the foundations and work your way up.
Begin Chapter 1