TVL Attribution
Measuring advertising campaign impact on Total Value Locked in DeFi protocols
Goes beyond counting transactions to measure actual economic impact.
Why It Matters
A campaign driving 100 small transactions might be less valuable than one driving 10 large deposits. TVL attribution captures this difference, enabling optimization for actual business value rather than transaction counts.
The Advantage
Blockchain transparency allows precise tracking of deposit amounts through onchain verifiability. Traditional financial services advertising could never reliably measure assets under management from specific campaigns—web3 can.
Long-Term Tracking
Advanced platforms track TVL over extended periods, showing not just initial deposits but whether users continue adding value over time. This provides insights into user quality and lifetime value from different targeting strategies.
Platform Availability
Generally only offered by sophisticated advertising networks with advanced attribution infrastructure. Most basic networks can only track transaction counts or clicks, missing the volume component that determines real business impact.
Optimization Value
TVL attribution enables optimization for high-value users. Identify which creative ab testing variations, behavioral onchain targeting, or placements drive users who deposit significant amounts versus those who make minimal transactions.