Click-through ≠ growth. Vanity metrics are killing your strategy and everyone else's, but not much we could do till now? Web3 marketing is not the same as web2 marketing. Even though wallet data is public, users are primarily privacy centric and want to keep their clicks private. Most web3 users don’t click links either. Click-through rates are vanity metrics any way. A click does not mean the users came, saw, and did something of value on your dapp. The web3 funnel is also not linear. They see your ad, get curious, and then visit your dapp directly. Almost always through some official trusted channel. Hardly ever through the link. Phishing paranoia is real. But up until very recently measuring web3 ad campaigns with CPMs and CTRs was the only way. And let’s face it, it’s still mostly how it’s done. We need better ways to track real outcomes.