告别 Web2 增长模式，加密项目需要怎样的新指标？

Core Insights - The article discusses the evaluation of success and growth in crypto protocols, emphasizing the need for tailored marketing strategies in the crypto space compared to traditional Web2 approaches [1][2][3] Group 1: Growth Metrics - Key growth metrics for crypto protocols include user count, transaction volume, and Total Value Locked (TVL), which reflects the total value of assets deposited in smart contracts [2][3] - Active Monthly Addresses (MAA) and the number of applications built on Layer 1 (L1) and Layer 2 (L2) networks are crucial for assessing growth, ideally showing synchronized growth [1][2] - The concept of "active TVL" and its capital cost is introduced, indicating the rewards needed to achieve a certain level of locked value [2] Group 2: Customer Metrics - Customer Acquisition Cost (CAC) is defined as the total cost to acquire a customer, which includes both paid marketing and organic growth costs [5][6] - Lifetime Value (LTV) measures the present value of a customer's net profit contribution over their lifecycle, which is more complex in crypto due to pseudonymous wallets [7][8] - The LTV:CAC ratio is essential for understanding the cost-effectiveness of customer acquisition, with no established benchmark in the crypto space yet [10] Group 3: Marketing Funnel - The marketing funnel in crypto differs from traditional models, with unique strategies and behaviors at each stage, including on-chain actions and community-driven dynamics [11] - Awareness generation is the first stage, where brand visibility is crucial, and metrics like reach and CAC are measured [14] - Influencer marketing can be effective when aligned with project values, while traditional advertising faces challenges due to policy ambiguities [15][16] Group 4: User Engagement and Retention - Post-conversion engagement is vital for understanding user retention and community health, with metrics tracking online and offline interactions [24][25] - Retention rates measure the percentage of users remaining active over time, with a focus on distinguishing between long-term and short-term behaviors [27][28] - Churn rates indicate the percentage of users lost, with alternative metrics like inactive wallets providing insights into user engagement [29][30] Group 5: Wallet Share and Market Dynamics - Wallet share tracks the proportion of customer spending allocated to a specific product, revealing insights into user behavior and potential marketing opportunities [31] - The article emphasizes that growth measurement in crypto requires adapting effective strategies while discarding ineffective ones, focusing on the unique advantages of blockchain technology [32]