TVL Attribution
Measuring advertising campaign impact on Total Value Locked in DeFi protocols
Traditional Background
Traditional advertising measured revenue attribution, but financial services advertising rarely tracked assets under management or deposits as direct campaign metrics due to tracking limitations.
Web3 Evolution
TVL (Total Value Locked) attribution represents one of the most valuable metrics available to DeFi marketing campaigns. Unlike traditional metrics, blockchain transparency through onchain verifiability allows precise tracking of how much value users deposit into protocols after seeing advertisements, superior to simple CAC calculations.
Metric Value
TVL attribution goes beyond simple transaction counting via CPTx to measure the actual economic impact of advertising campaigns. A campaign that drives 100 small transactions might be less valuable than one that drives 10 large deposits, and TVL attribution captures this difference for accurate ROI measurement.
Platform Availability
Generally only offered by the best advertising networks that have sophisticated attribution infrastructure like cross chain attribution. Most basic networks can only track transactions or clicks, missing the crucial volume component that determines real business impact.
Long-Term Tracking
Advanced platforms can track TVL attribution over extended periods using wallet linking, showing not just initial deposits but also whether users continue adding value over time through delayed conversions. This provides insights into user quality and lifetime value from different campaign strategies.
Optimization Value
TVL attribution enables campaign optimization for actual business value rather than vanity metrics like KOLs provide. Advertisers can identify which creative ab testing variations, behavioral onchain targeting strategies, or placements drive the highest-value users.