Marketing Funnel
The stages users move through from first awareness to becoming active, revenue-generating customers
Understanding where users drop off helps optimize marketing spend at each stage.
Typical Web3 Funnel
- Awareness — User learns your protocol exists
- Interest — User visits site/app, reads documentation
- Consideration — User connects wallet, explores interface
- Conversion — User completes first meaningful action (swap, stake, provide liquidity)
- Retention — User returns and continues using protocol
- Revenue — User activity generates fees
Performance Marketing Focus
Performance marketing primarily targets stages 3-5, assuming some baseline awareness exists. The goal: move users from consideration to conversion efficiently, then optimize for retention and revenue.
Most web3 marketing overemphasizes awareness (brand building, social media) without connecting to conversion rate and ROI.
Web3 Advantage
Transparent onchain activity reveals exactly where users are in their journey without cookies or probabilistic tracking. You can see who connected their wallet but didn't transact, who made one swap and left, or who's an active power user—enabling precise optimization and targeting at each funnel stage.