beginner
3 min read
Choosing the Right Model
Decision framework for selecting the optimal pricing model
Use CPM when
- Launching something brand new that needs awareness
- Targeting is highly specific and you trust the audience quality
- You're optimizing for reach, not immediate conversion
Use CPC when
- You have strong landing pages and conversion flows
- You want to drive traffic for content or educational purposes
- You're testing new audiences and want engagement signals
Use CPA/CPTx when
- You have clear conversion events and can track them reliably
- You want predictable unit economics for user acquisition
- You're scaling proven campaigns and optimizing for efficiency
- You want to reduce exposure to low-quality or non-converting traffic
• • •
For web3 protocols with established products and defined conversion events, performance-based models (CPA) often provide the strongest alignment between spend and outcomes — particularly when efficiency is the primary objective.
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Why performance-based pricing alone isn't sufficient in web3 — how identity fragmentation, cross-wallet behavior, and attribution rules determine whether CPA actually works.