$20K, 150,000 Impressions, and the questions the marketing dashboard can't answer yet

A brand CMO runs a $20K X campaign in the web3 space. The dashboard tells a familiar story: 150,000 impressions, a few hundred retweets, a few thousand clicks to a landing page. But when leadership asks the questions that actually matter ("How many of those people qualified for the activation? How many claimed? What happened after?"), the answers are harder to reach than they should be. Cookies offer partial attribution. Some users connect wallets on a landing page, but many brands still have limited insight into what those wallets contain, whether those holders are genuinely qualified, or what the quality of that audience actually is. The spend was real. The measurement was approximate.

Many web3 marketing teams recognize this gap. Social channels generate activity, but they measure attitude, not behavior. They can tell you what someone follows. They can't tell you what people hold, where they participate, or what they've put their money behind. Wallets can. They can also surface value users didn't know they were eligible for. And almost no brand is distributing there yet.

The Wallet Shift

For years, wallets were mainly storage. A place to hold tokens and confirm transactions. That era is shifting. Wallets have become portals to the web3 space and increasingly, super apps. Users open them to check holdings, browse positions, discover new opportunities, and confirm actions. A growing share of Web3 activity passes through wallets, and that share keeps expanding.

Think about the parallel in traditional finance. People rarely discover their credit card cashback rewards on a billboard. They tend to see them inside the banking app, contextualized by their own spending history. The banking app is a trusted environment with less noise competing for attention. Users are more open to relevant suggestions there, not because of timing, but because of the state they are in: focused, financially engaged, and already making decisions. Wallets occupy a similar position in Web3. They hold the context (what a user owns, which protocols they use, what actions they have taken) and they hold the trust.

The Old Model and Its Friction

Many traditional Web3 marketing playbooks follow a predictable path: publish content on X or Discord, drive users to a landing page, ask them to connect their wallet, and hope they complete the activation. Each step in that sequence loses people.

Social channels generate real engagement. People reply, retweet, join servers, react to announcements. The activity is genuine. But whether the starting point is a tweet, a Discord message, a Telegram notification, or an email, the path is the same: click, land, connect wallet, claim. Each step narrows the audience. Each starting step happens outside the wallet. And at no point in that sequence does the brand know whether the user actually qualifies. A retweet does not tell you whether someone holds the relevant token. A Discord reaction does not tell you whether they have used the protocol. The friction is not a X problem or a Discord problem. It is a distribution architecture problem.

The result is a system where brands pay before they know whether users qualify, lose most of their audience to friction between channels, and have limited visibility into what happened after the click. Cost per meaningful outcome is high. Relevance is low. Trust is harder to establish because the interaction occurs without the full context of the user's on-chain behavior.

The Banking App Parallel

Consider how banks deliver value to customers inside their mobile apps. A cardholder who frequently shops at a particular category of retailer might see a cashback incentive for that category, surfaced inside the banking app (with context of their transaction history). The bank does not post the incentive on social media and hopes the right customer sees it. It uses spending behavior to determine eligibility, delivers the incentive inside the app where the customer already checks their balance, and measures whether the customer redeemed it.

Three things make this work: context (the bank knows spending behavior), trust (the app is a legitimate financial environment), and measurement (redemption is tracked end to end). All three exist in Web3 wallets. On-chain behavior is publicly available. Wallets are trusted tools. Claims can be tracked from impression through completion.

The data to determine who qualifies already exists on-chain. The environment where users act already exists inside the wallet. The question is why most brands are still guessing at relevance on X instead of using both.

The Infrastructure That Makes In-Wallet Distribution Possible

theMiracle is the relevance layer inside Web3 wallets. It is infrastructure. It connects brand activations to qualified wallets and delivers them where users already act.

The system has three components.

The economic shift matters. Instead of paying for 150,000 impressions where most viewers have no connection to the activation, brands allocate spend toward qualified wallets only. ROI becomes calculable in concrete terms: cost per eligible impression, cost per claim, cost per completion. The budget moves from buying attention toward funding distribution that reaches people who are actually relevant.

There is a trust dimension to this shift as well. When users see activations tailored to their holdings and behavior, surfaced inside their wallet alongside their real positions, the experience registers as value rather than noise. For brands building long-term relationships with their community, that distinction compounds over time.

What Happens When Distribution Starts Inside the Wallet

When Pudgy Penguins launched Pudgy Party, its first mobile racing game, the goal was specific: reach #1 in the App Store Racing category within the first few weeks. That required two things at once: activating an existing community and acquiring new users who would actually download and play.

Social channels presented a familiar challenge. Posts can get lost in the noise. Even in token-gated Discords where community members are verified, the distribution path remains the same: see the announcement, click a link, land on a page, connect, complete. The community may be qualified. The delivery still adds friction at every step.

Through theMiracle's infrastructure, the activation was delivered directly inside wallets, shown only to wallets that met specific eligibility criteria. The incentive was clear: complete three actions (download the game, join the Discord server, subscribe to the newsletter) and claim an exclusive Soul Bound Token. The wallet was the starting point. The actions it drove extended across channels.

"theMiracle was the best funnel for our Pudgy Party game. It was impressive honestly."

Luca Netz

CEO, Pudgy Penguins

"theMiracle played a key role in powering Pudgy Penguins product launches by embedding our brand directly into major wallet experiences. This integration helped us activate our core community while unlocking exposure to entirely new audiences through leading wallets like MetaMask. Smooth and powerful activation."

Berko

Community Lead, Pudgy Penguins

What makes this case worth examining is not just the conversion rate. It is the structure. Eligibility filtering meant the activation only appeared in relevant wallets. In-wallet delivery meant users encountered it in an environment where they are focused, and where relevant suggestions carry more weight. And every step, from impression to engagement to download to claim, was tracked. Outcomes vary based on activation design, wallet integration quality, and eligibility criteria, but the pattern from early pilots is consistent: when distribution starts inside the wallet, more of the budget reaches people who actually act.

Common Objections

What Changes

Wallets do not want billboards. They want better experiences for their users. Today, many wallet users struggle to answer a simple question: "What am I eligible for right now?" theMiracle, currently live inside MetaMask and Solflare, changes that equation for all three sides of the market.

The Distribution Layer That Was Missing

Wallets function as portals now, not just vaults. Users act inside them. They check, they browse, they claim, they confirm. But brands still distribute outside them, paying for attention on channels where eligible holders are mixed in with everyone else, hoping the qualified users will notice, click, navigate, connect, and claim.

theMiracle is the infrastructure that brings eligibility, delivery, and measurement together inside the wallet. It does not replace brand storytelling or community building. It solves a specific distribution problem: reaching qualified wallets where they already act, with the ability to measure what happened.