Conversion
The desired action you want users to take after seeing your ad.
The specific definition varies by protocol and campaign goal.
Common Web3 Conversions
First swap on a DEX, initial deposit into a lending protocol, liquidity provision, token purchase, wallet connection (if that's your genuine goal), NFT mint, bridge transaction, stake or delegation.
Why Definition Matters
Your conversion definition determines everything else—CAC calculation, campaign optimization, success measurement. Wallet connections alone are often vanity metrics unless they lead to valuable actions.
Choose conversions that indicate genuine product usage and revenue potential, not just superficial engagement.
Quality Over Quantity
A campaign driving 1,000 wallet connections means nothing if none transact. A campaign driving 50 users who each execute $10,000 in volume is vastly more valuable. Define conversions that correlate with actual business value.