Crypto cards, Web3 and Mini Apps

The tap-to-earn boom of 2024 pulled in millions within weeks and lost the vast majority after the token airdrop. Card products and mini apps are judged not by entries but by day-seven return — that number separates real growth from its imitation.

2core sources

5funnel steps

4typical mistakes

48 hmedia plan

Sources

Where this segment starts

01 · Mini apps and Web3 games

Telegram Mini Apps & Web3 Games

The 2024 tap-to-earn wave showed the main thing: millions in weeks is achievable, keeping them after the airdrop is not. So campaigns here are planned around what happens after the reward, not before it.

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02 · Telegram and communities

Telegram & Community Marketing

Topical communities are an audience that already plays and already compares. You do not need to explain the product here, you need to explain how you differ from where they play today.

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Funnel

The path to the target action

Visit to site or appCTR 0,8–3,5%Traffic from X and Telegram clicks better than paid ads: a click driven by a creator recommendation outperforms a banner. Paid buying delivers a noticeably lower CTR.

Sign-up or wallet connect4–15%On a CEX it is email registration; on a DEX it is a one-click wallet connect. DEX conversion is higher but entry value is lower: no commitment and no user data.

Verification (KYC)55–75%The campaign's key interim metric. The pass rate is driven by country and platform requirements: the more documents requested, the steeper the drop-off.

First trade15–40%Verified-user-to-first-trade conversion. On an exchange offering a first-trade bonus it approaches 40 percent; without an incentive it sits around 15 percent.

Day-30 retention20–35%Share who made a repeat trade within a month. Below 20 percent the source is bringing curious onlookers, not traders.

Availability

Where these sources are open

Regions are sorted by how many of the segment’s sources are open in them. Inside a region the rules differ by country — that is settled in the media plan.

Source	Tier 1	Tier 2	Tier 3	LATAM	CIS	Europe	APAC	MENA
Telegram Mini Apps & Web3 Games	Available	Available	Available	Available	Available	Available	Available	Conditional
Telegram & Community Marketing	Available	Available	Available	Available	Available	Available	Available	Conditional

Full source × region matrix

Careful

Where budget gets lost

Mistake 04

Yield promises shut down the channel

Mentioning returns, APY or payback guarantees in ad copy violates platform policies and, in many jurisdictions, the law. Google, Meta and Apple pull such ads without warning; repeat cases lead to account lockout.

Mistake 01

Country restrictions shift mid-flight

An exchange accepting users from a country today may close sign-ups tomorrow. The permitted-jurisdiction list is cross-checked before every launch, not once at onboarding — otherwise budget flows where registration is already closed.

Mistake 02

KYC bleeds budget silently

A cost-per-registration report looks good until the share who reach verification is counted. At a 50 percent KYC pass rate the real cost per target action is double what the report states.

Every mistake in both industries

Launches