Web3 marketing firm Addressable has launched cost per wallet (CPW), a new metric aimed at improving user acquisition tracking for decentralized applications (DApps) and blockchain businesses.The company claims CPW provides a more precise measure of user engagement compared to traditional Web2 marketing, where metrics such as customer acquisition cost (CAC) and cost per click (CPC) are commonly used, by tracking onchain wallet activity instead of ad clicks or website logins.A lower CPA means customer acquisition is more efficient, while a lower CPC indicates that businesses are implementing more cost-effective ad campaigns. Addressable claims that CPW would allow businesses to determine which users are “high-value” and are more likely to get converted into their marketing funnels, helping them optimize their marketing efforts and avoid “bots.” Users with wallets more likely to convert to crypto productsAddressable chief operating officer and co-founder Asaf Nadler told Cointelegraph that their analysis data showed that users with a wallet are more likely to convert to crypto products:“Our analysis reveals a striking insight: users with a crypto wallet installed are 18 times more likely to sign up and seven times more likely to convert to crypto products.”Nadler argued this makes CPW a “more effective” metric than traditional metrics.