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Apraemio, a unique digital asset backed by gold, sought to strengthen its token, $APRA, through improved website analytics and community insights. While their website served as the primary hub for driving interest in $APRA, they faced challenges in understanding key performance indicators (KPIs), audience demographics, and the effectiveness of their marketing campaigns. With Cookie3 Analytics, Apraemio unlocked the power of automated tracking and onchain data to optimize their strategies and achieve meaningful results
Results
Key Activities
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Apraemio started by figuring out what metrics mattered for their Web3 marketing. Instead of relying on traditional stats like website visits or social impressions, they zeroed in on wallet conversion rates. Using Cookie3, they automated this metric, giving them a straightforward way to track how many website visitors connected their wallets.
To better understand its audience, Apraemio tapped into onchain analytics. The team looked beyond surface-level data from tools like Google Analytics to get a clearer picture of where their users came from and what their wallets held. This gave them a complete snapshot of their global community and their preferences
When Apraemio launched its October quest campaign, the goal was simple: bring in as many active users as possible. With Cookie3 Analytics, they tracked how new users interacted with $APRA, comparing wallet data and engagement levels to figure out what worked and what needed adjusting.
Navigating Complex Web3 Analytics
Apraemio faced three critical questions when optimizing its Web3 marketing efforts:
- What is the relevant KPI in Web3 performance marketing?
- What are our community demographics and their token holdings?
- Was the quest campaign genuinely successful?
Traditional analytics tools fell short, providing limited visibility into onchain activity and user behaviors essential for refining their strategy.
Revolutionizing KPIs with Wallet Conversion Rates:
To measure marketing success, Apraemio adopted wallet conversion rate as their core KPI, directly linking website traffic to connected wallets.
Wallet conversion rate formula:
Users who connected their wallet
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Overall traffic
Automating this calculation with Cookie3 Analytics allowed Apraemio's marketing team to efficiently reallocate budgets from campaigns generating irrelevant traffic, resulting in substantial cost savings.
Global Audience Insights from OnChain Data:
Apraemio sought insights into demographics and token holdings, realizing that Google Analytics provided information on user origins but lacked onchain details. With Cookie3’s enhanced analytics, Apraemio learned that their audience was highly geographically diverse but consistent in token preferences, dominated by stablecoins and ether.
Conclusion? Apraemio doesn't need to localize marketing efforts yet, as onchain preferences are consistent across different countries.
Refining Campaign Strategies Through Detailed Feedback:
In October 2023, Apraemio launched a quest campaign to acquire as many active users as possible. What was the outcome? According to Cookie3, over 5,000 new users held $APRA.
However, further investigation revealed that the average wallet net worth was below $100, which was too low for the target persona profile. This insight emphasized the need to adjust future quests, ensuring they appeal to users with a higher balance.
Cookie3’s onchain insights offered a clearer picture of Apraemio’s quest campaign performance, showing success in attracting new users but highlighting gaps in reaching higher value individuals, helping them have a more refined approach for future campaigns, and focus on aligning incentives with their target personas.
5,000+ new $APRA token holders acquired: The quest campaign successfully attracted thousands of users, providing insights to refine targeting for higher-value personas.
Key takeaway: Data-driven targeting enhances user acquisition quality.
Wallet conversion rate as a key KPI: Tracking wallet conversions instead of traditional metrics enabled Apraemio a more precise campaign evaluation and smarter budget allocation.
Key takeaway: Prioritizing wallet conversion drives better marketing outcomes.
Global audience consistency streamlined efforts: Onchain analytics revealed uniform token-holding patterns across regions, eliminating the need for localized campaigns.
Key takeaway: Consistent onchain insights enable efficient global strategies
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