CPC (Cost Per Click)
Pricing model where advertisers pay only when users click on their advertisements
CPC shifts risk from advertisers to publishers by ensuring payment only for engaged users who actively choose to visit your site.
In Web3
CPC sees limited adoption because web3 users are extremely cautious about clicking external links when they have custody of valuable crypto assets. The security-first mindset makes users hesitant to navigate away from trusted interfaces, significantly reducing click-through rates compared to traditional web advertising.
Typical web3 CPC rates: $0.50-5.00 depending on targeting and competition.
Best Use Cases
Driving traffic when you have strong landing pages that convert well. Testing new audiences before committing to CPA pricing. Protocols with optimized onboarding flows that can convert qualified traffic efficiently.
Challenges
Users fear phishing attacks, malicious smart contracts, and wallet draining, leading to low engagement with clickable ads. CPC campaigns also suffer from accidental clicks, curiosity clicks that don't convert, and click fraud—making them expensive and often ineffective for web3 advertisers.