Addressable allows you to run campaigns across multiple channels such as social and programmatic display networks. All campaigns are created & managed under a single screen - Campaign management page.

Campaign Creation

Regardless of where you will be running your campaign, Addressable has streamlined the campaign creation process into three main steps; network selection, campaign setup and content upload. There are, however, slight variations for each channel:

The Campaign Performance Dashboard offers a detailed overview of each Addressable campaign. This dashboard is designed to simplify your campaign analysis process, providing a clear, aggregated view of all crucial performance metrics. The Dashboard is composed of different analytic representations to cover high level, in depth and over-time views of your campaign results:

1. Over-time Performance Graph - A visualization of your significant conversion metrics and KPIs over time, providing you with trend analysis in a comparative view.

2. Segment Breakdown Table - A deep dive into the performance of each targeting parameter (geolocation, gender, creative, etc.) across your conversion metrics, identifying high performing segments to keep and low performing ones to exclude.

3. - A visualized sequence of events detailing the user's experience on the path to conversion, and revealing "leaks" causing user loss before they reach the conversion destination.

In addition to the campaign’s performance, the dashboard also provides a bird's-eye view of the campaign configuration (targeted audience, budget, geolocation, etc.) and a log of Addressable+ optimization activities available under the tab.

Performance Over Time

The Performance Over Time graph provides a visualization of your KPIs in a comparative view and it is a great tool for trend comparison in order to:

• Track the percentage of change for any metric from the previous date range. By default the dashboard is set to a last 7 days view, and so the percentage of change is in comparison to the week before last. If you were to change the date range, the percentages will recalculate in accordance with the selected date range.

• Compare the trend of multiple metrics. While each metric may be on a different scale (impressions in the thousands, conversions in the hundreds etc.), the trend comparison helps reveal patterns of change. For example, what happens when you increase the daily budget, or when you remove an underperforming creative.

You may select up to 5 different metrics for trend comparison. The list of available metrics depends on the data integrations you have set up with with Addressable and the corresponding Ad networks. Learn more about our .

Segment Breakdown

The segment breakdown allows you to deep dive into how your targeting parameters are performing across KPIs. For instance, a segment (e.g a particular country) leading in CTR might be lagging in Engagement. This is especially useful in pinpointing segments that can be removed, and those we may want to keep and double-down on.​

Funnel Analysis

Funnel analysis is used to visualize, measure, and understand key user behavior throughout the customer journey. Funnel analysis visually alerts you when something isn’t right, so you can make the necessary adjustments to keep your users on their path to conversion.

Although every business has unique goals, funnel analysis is usually implemented to:

• Improve conversion. Funnel analysis enables you to find out what’s preventing users from reaching your goal. Each stage of the funnel poses opportunities for a smoother, more personalized journey to the end of the funnel. If there is a significant drop in users between specific funnel stages, you’ll know where to focus your efforts and further analysis.

• Align marketing and product goals. Marketing teams typically aim to convert new users and re-engage old ones, while product teams focus on user retention. The campaign funnel analysis allows to both share insights on the full user journey, and to create a cohesive user experience starting from the Ad and continuing to the product. If users respond well to a part of the marketing funnel, they’re more likely to stay on-board when the product funnel offers a similar value.

You can configure your funnel analysis stages by adding and arranging up to 7 metrics. The list of available metrics depends on the data integrations you have set up with Addressable and the corresponding Ad networks. Learn more about our .

Campaign Summary

The campaign summary tab provides a high-level view of the campaign set up and optimization activities divided into:

1. Addressable+ activity log - Here you can track the cadence and actions of our automatic optimization engine.

2. Configuration details - Here you can quickly review the campaign settings (budget, audience, geolocations, schedule, etc.)

Keep in mind that Addressable campaigns are not editable once launched. Once we initiate a campaign, any configuration changes would require creating a new campaign, or in some cases a direct edit on the corresponding network (you may reach out to your Customer Success Manager for further details and best practices).

Addressable is the leading Web3 growth platform dedicated to revolutionizing digital marketing by bridging the gap between Web2 and Web3 and empowering Web3 companies with data-driven insights and user friendly marketing solutions to optimize strategies, enhance user acquisition, and drive sustainable growth.

Our solution suite provides advanced tooling for user aquisition, deep funnel attribution and optimized ad spend. By collecting and processing data from all user touch points, Addressable empowers marketers with actionable insights to drive growth, increase revenue, and lower customer acquisition costs (CAC).

Our platform's innovative approach allows our clients to plan and execute their growth strategies and measure success with unparalleled accuracy and ease.

Discover Addressable

All campaigns are created and managed on a single screen. You can search and filter your campaigns by type, status, objective, and all other relevant campaign attributes. Custom columns can be added by clicking the Columns dropdown. Your last column layout is always saved for future sessions.

Click on a campaign to drill down to its performance report. Learn more about Campaign Performance.

Click on the additional actions iconto quickly take the following actions directly from your campaign management table:

• Open this campaign on Twitter (X) in new tab.

• Pause campaign - this will stop the corresponding network from serving your campaign.

• Start campaign - this will re-initiate a paused campaign.

• Duplicate - allows you to copy the configuration of an existing campaign onto a new one. This however does not duplicate the campaign's optimization history.

• Delete - you can completely delete a draft campaign or campaigns that have been served by the Ads network. Deleting a campaign on the Addressable platform will deleted it from the integrated Ads network's dashboards as well.

Campaign Management Table

The following is a list of the campaign table attributes and their description:

An audience is a group of users who share common attributes (behavior, location, interest, balance and so on). Audiences are based on user activities and characteristics, as opposed to targeting parameters which define when and where to deliver a promoted post or a banner.

You can create audiences in order to:

• Explore the characteristics and behaviors of an interest group.

• Target audiences across social platforms & display campaigns.

• Analyze campaign results based on audience groups (for example, see which audiences your converted users fall under).

The Audience feature is composed of three parts:

1. - An aggregated view of all your audiences in a single table.

2. - A user segment builder where you create an audience by defining various rules and conditions.

3. - This is where you explore the on/off-chain characteristics of your audience.

Overview

The Twitter (X) campaign creation process is divided between Addressable and Twitter (X); On Addressable, you configure the campaign and save it as a 'Draft'. You are then redirected to your Twitter (X) Ads account, where you select/build the creative ad content within the draft campaign, and launch.

Twitter (X) Campaign Creation Process

Stage 1: On the Addressable Platform

1. Select your target group. Pick one of your pre-defined audience groups.

2. Select your campaign objective. Addressable campaigns are objective based, meaning they are optimized towards a particular goal. You can set a general goal such as maximizing your Ads reach or getting people to engage with your post. You can also select a particular event, such as website signup or app install, as your campaign goal and optimization metric. The list of available metrics for optimization depends on the data integrations you have set up with Addressable and the corresponding Ads networks. Learn more about our .

1. Select your funding source & define the campaign budget. You can set multiple payment means on Twitter (X) and/or with Addressable, and specify a payment method at the campaign level. You can also limit the daily and total spend of your campaign.

1. Schedule the campaign timeframe.

2. Select geolocations. Note, crypto ads are subject to country/state policy and will not run in locations for which you are not pre-approved by Twitter (X).

3. Name your campaign. Addressable will automatically add the prefix 'AddressableAI' to the campaign name. You will see this prefix on your Twitter (X) Ads account so you can easily identify Addressable managed campaigns among your other campaigns.

Stage 2: On X-Ads

1. Create your Ad. The campaign is pre-configured for best practice settings by Addressable. All that is left to do is to follow the X wizard steps to attach creatives to the 'Draft' campaign.

2. Launch campaign. Once your campaign is launched, you can return to Addressable to track your .

This is an overview of all the audience groups you have created within a single screen. You can search, filter and sort your audiences by name, status and even the contracts the audiences are based on.

Click on any audience to dive into the Audience Dashboard, where you can explore the audience’s specific on/off-chain characteristics.

Hover over any row to reveal the additional actions menu directly on your audience management page:

• Dashboard - redirecting you to the audience dashboard, which contains a full characteristics breakdown.

• Edit - to edit your audience parameters.

• Duplicate - allows you to copy the parameters of an existing audience into a new one, continuing to fine tune from that point.

• Rename - you can change the name of an audience at any point, including audiences that are currently used in live campaigns.

• Delete - delete an audience and remove it from the list.

Audience Manager Table

Overview

The Programmatic Display campaign creation process is streamlined on the Addressable platform, and includes 2 simple steps:

1. Configuring the campaign parameters and targeting features (audience, objective, budget, schedule, location)

2. Uploading creatives to the Media Library, and attaching them to the campaign.

Once launched, your creatives are distributed across our global DSP partners' inventory and the campaign is dynamically optimized by the Addressable+ engine.

Display Campaign Creation Process

1. Select your target group. Pick one of your pre-defined audience groups.

2. Select your campaign objective. Addressable campaigns are objective based, meaning they are optimized towards a particular goal. When you set 'Website Traffic and Actions' as your objective, you can select a particular event as your campaign's goal and optimization metric.

3. Set your budget. Cap the max spend for the campaign. Make sure you have enough funds in your Programmatic Display credit line.

1. Provide the banner's destination URL.

2. Launch campaign. Once your campaign goes live, you can to track the .

To be approved on X Ads, Programmatic Display Ads and Reddit Ads, ads must follow specific creative guidelines to ensure quality and compliance.

These guidelines include technical creative specifications such as high-resolution images or videos that are clear, without excessive text or pixelation. Text should be concise and relevant to the audience, with any legal disclosures clearly visible.

Additionally, landing pages must align with ad content and load quickly for a seamless user experience.

By adhering to these standards, advertisers enhance the likelihood of approval and maximize audience engagement.

Twitter (X) Creative specifications

Text Ad

A simple text ad, with all the elements of a standard Tweet, including likes, replies, favorites and Retweets. Tweet copy: 280 characters.

Image Ad

Showcase your brand, product, or service with a single photo. Easy to create and can support multiple objectives. They can be Retweeted, replied to, and liked, and they’re marked as “Promoted”.

Tweet copy: 280 characters.

File types: PNG and JPEG are recommended. BMP or TIFF files are not supported. GIFs uploaded will render as a static image. File size: Max 5MB

Image Ad with App Button

Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

Aspect ratio: 1.91:1 or 1:1

App title: Truncated at 200 characters. Included from app store; not customizable.

Call to Action: Install, Open, Play, Shop, Book, Connect, and Order

Image Ad with Conversation Button

Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio.

Aspect ratio: 1.91:1

Conversation Card 
(original Tweet in timeline)

Tweet copy: 280 characters (same as above)

Hashtag: 21 characters, including the hashtag character

Pre-populated user Tweet 
(once user clicks on the CTA)

Tweet copy: 256 characters

Headline: 23 characters

Thank You Tweet 
(after user has Tweeted out the Tweet)

Thank you text: 23 characters

Thank you URL (optional): 23 characters

Image Ad with Poll

Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

Aspect ratio: 1.91:1 or 1:1. However, 1:1 will crop to 1.91:1 in mobile timeline.

GIFs are not supported at this time.

Tweet copy: Polls can include up to 280 characters of Tweet copy that appear above the image.

Poll options: 2-4 custom poll options Once you’ve written your copy and added an image, you can add two to four custom poll responses to create your poll.

Poll copy: 25 characters each Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in Tweet copy).

Image Ad with Website Button

Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

Aspect ratio: 1.91:1 or 1:1

Website title length: 70 characters. Please note — depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.

URL: must begin with http:// or https://

Standalone Image Ad

Image size: 1200 x 1200 pixels is recommended for 1:1 aspect ratio. 1200 x 628 pixels is recommended for 1.91:1 aspect ratio. Larger images will be better optimized for when users click to expand images.

Aspect ratio: 1.91:1 or 1:1. Please note that the legacy composer supports any aspect ratio between 2:1 and 1:1.

Video Ad

Capture attention and tell a strong story with a visually engaging video ad. Video Ads allow you to showcase your brand, product or service and bring them to life through video.

Tweet copy: 280 characters.

Note: each link used reduces character count by 23 characters, leaving 257 characters for Twitter copy)

File types: MP4 or MOV

File size: 1 GB max. For optimal performance we strongly recommend to keep files under 30 MB. Video length: 15 seconds or less is recommended. Up to 2:20 is supported. (Select advertisers are eligible to request an increase up to 10 minutes; however, we advise videos to be 9:55 to account for a range of video files). Branding: Highly recommended throughout; if using a logo, it should be persistent in the upper left hand corner. Prominent product placement is highly recommended for driving product consideration. Captions: Closed captioning or text overlays are strongly recommended. Video bitrate: 6,000 - 10,000k (recommended 6,000k) for 1080p. 5,000k - 8,000k (recommended 5,000k) for 720p. Frame rate: 29.97FPS or 30FPS. Higher is acceptable (support up to 60FPS). If the available video has a lower frame rate don’t try to “upsample” it. Audio codec: AAC LC (low complexity) Video codec recommendation: H264, Baseline, Main, or High Profile with a 4:2:0 color space. Thumbnail: - Supported files: PNG or JPEG - Aspect ratio: recommend matching sizing of the video - Max size: 5MB Looping: Videos will loop if the video length is under 60 seconds.

Standalone Video Ad

Video size: 1200 x 1200 pixels is recommended for 1:1 aspect ratio. 1920 x 1080 pixels is recommended for 16:9 aspect ratio. Larger videos will be better optimized for when users click to expand videos. Aspect ratio: 16:9 or 1:1. Please note that the legacy composer supports any aspect ratio between 2:1 and 1:1.

Video Ad with Website Button

Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

Aspect ratio: 16:9 or 1:1

Website title length: 70 characters. Please note — depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.

URL: must begin with http:// or https://

Video Ad with App Button

Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

Aspect ratio: 16:9 or 1:1

App title: Truncated at 200 characters. Included from app store; not customizable.

Call to Action: Install, Open, Play, Shop, Book, Connect, and Order

Video Ad with Conversation Button

Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio.

Aspect ratio: 16:9

Conversation Card 
(original Tweet in timeline)

Tweet copy: 280 characters (same as above)

Hashtag: 21 characters, including the hashtag character

Pre-populated user Tweet 
(once user clicks on the CTA)

Tweet copy: 256 characters

Headline: 23 characters

Thank You Tweet 
(after user has Tweeted out the Tweet)

Thank you text: 23 characters

Thank you URL (optional): 23 characters

Video Ad with Poll

Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

Aspect ratio: 16:9 or 1:1. However, 1:1 will crop to 16:9 in mobile timeline. GIFs are not supported at this time.

Tweet copy: Polls can include up to 280 characters of Tweet copy that appear above the video.

Poll options: 2-4 custom poll options Once you’ve written your copy and added your video, you can add two to four custom poll responses to create your poll.

Poll copy: 25 characters each Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in Tweet copy).

Poll duration: Select a time between a minimum of 5 minutes and a maximum of 7 days.

Carousel Ad

Carousels give marketers up to 6 horizontally swipeable images or videos to showcase multiple products or promotions, advance a narrative across several visuals, and highlight the most exciting features of a product.

Number of slides: 2-6 (Images or Videos)

Media size

• Image Carousels: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

• Video Carousels: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.

Aspect ratio

• Image Carousels: 1.91:1 or 1:1 image assets using a single aspect ratio within one carousel.

• Video Carousels: 16:9 or 1:1 video assets using a single aspect ratio within one carousel.

• For Carousels using mixed media, aspect ratios should remain consistent (1:1 image asset with 1:1 video asset).

Link: One web or app destination for single-destination Carousels. Up to six unique web destinations for multi-destination Carousels.

Programmatic Display Creative Specs

We are able to run a variety of Display, Video and wider channel formats upon request. We generally advise the below steps for best practice:

• Localized language creative where possible

• Including a clear call to action

• Do not overload the creatives with information - this needs to be restricted to keep the messaging clear

Banners

Desktop creative sizes: 300x250, 336x280, 728x90, 300x600, 160x600, 970x250

Mobile creative sizes: 300x250, 320x100, 320x50, 320x180, 300x50, 320x480

File types: .jpeg (jpg), .png, .gif or 3rd party adserved creatives File size: Initial load - 5kb. Max - 200kb Animation: Max 30 sec Other: Tablet creatives to be MRAID v1 and v2 supported

We accept raw and ad served creatives from select ad servers (AdForm, DCM, Sizmek, Flashtalking). All HTML5 creatives need to be ad served.

Video

File types: .mp4, .mpg, .mov, .webm, .ogv, .mpeg, .m4v, .mkv

Max size: 100mb

Sampling rate: 40,000 Hz (Standard) or 96,000 Hz (Professional)

Bitrate: (Low 240P) 300-2000 kbps (1080P Full HD)

Resolution: 1080P (Full HD) recommended

Video Codec: When using teh MP4 video format - H.264 recommended

Aspect Ratio: 16:9 recommended, 4:3

Recommended size: 1920x1080px, 640x480px

Minimum size: 640x360px, 480x360px

Reddit Ads

The technical ads specifications are downloadable as PDF here:

This page provides a detailed overview of the key metrics tracked and analyzed within the Addressable platform. These metrics offer insights into user behavior, marketing performance, and technical attributes related to your campaigns and traffic.

Categories of metrics

Our metrics are divided into six categories:

1. Marketing: Metrics focused on campaign performance and marketing channel attribution (e.g. "Conversion Rate", "Marketing Channel").

2. User Attributes: Metrics related to user demographics and engagement (e.g. "Is Engaged Session", "Country").

3. Technical Attributes: Metrics capturing technical details of user sessions (e.g. "Platform", "Browser Type").

4. Web3: Metrics specific to blockchain interactions (e.g. "Wallet Address", "Blockchain Name").

5. Attribution Fields: Metrics from the mid-attribution engine that identify traffic sources and campaign parameters (e.g. "First Session Source", "Session Referrer").

6. Addressable Pixel Custom Properties: Metrics defined by you as properties for custom events in Google Tag Manager using our pixel. (See for further details)

Description of metrics

Note: Trends are calculated by comparing your selected timeframe to the preceding timeframe.

User Radar

User Radar gives you a single place to understand who your users are and how they’re interacting with your product. It combines high-level trends with a detailed list of individual users so you can move smoothly from “what’s happening?” to “who is driving this?”

Use User Radar when you want to answer questions like:

• How is my user base changing over time?

• Which types of users are most active or most valuable?

• Who are the users behind a specific trend, spike, or issue?

User Radar is made up of two main sections: User Overview and User Profiles.

User Overview

The User Overview shows an aggregated view of your users.

It gives you a clear, high-level picture of:

• How many users you have and how that’s changing over time

• Key behavior and engagement metrics (for example, activity, conversions, or feature usage)

• How different user groups compare to each other, based on the filters you choose

This is the best place to start when you want to spot patterns, monitor trends, or quickly check the health of your user base before drilling into specific users.

User Profiles

The User Profiles section is a table of individual users.

Each row represents a single user and typically includes:

• Core identifiers (such as user ID, wallet, or email)

• Key attributes (for example, country, device, or plan)

• Activity summaries (such as first seen, last seen, and basic engagement)

You can search, sort, and filter this table to find specific users or groups of users that match your criteria. This is useful when you want to:

• Investigate the users behind a spike or drop seen in the User Overview

• Look up a specific user to understand their history and behavior

• Build or refine segments based on real user patterns

Functionality Overview

Save As Audience

On top of the Summary and Profile tab, you'll see a button called "Save As Audience", this button unlocks retargeting and prospecting for your users. When you save an audience, you have created a list of wallets that are ready for ads and insights.

To create an audience, apply some filters and have at least 100 total wallets and saving will be enabled.

A new audience can take up to 60 seconds to create, but once created, you can use this Audience in a new campaign to target these users and their lookalikes. You can also click the Audience name from the Audience page to see everything about this segment of users. Additional stats, what topics they're actively engaging on Twitter about, what holding they have, and what communities they're in.

What are marketing channels?

Your website or app traffic can originate from various sources. Our Marketing Overview report can help you understand your website traffic sources. To better understand this, it is common to categorize these sources into eight marketing channels:

Direct Traffic

Traffic that comes from users entering a website’s URL directly into their browser, accessing it via saved bookmarks, or clicking a direct link from outside the browser (e.g. Microsoft Word or an app). Direct traffic often indicates awareness or affinity for the website, making these visitors among the most loyal and engaged. Note: This metric helps assess a website’s brand strength in terms of awareness and demand.

Referrals

Traffic sent from one website to another via a direct link. This includes visits from affiliates, content partners, direct media buying, or news coverage. Websites receiving significant referral traffic often have strong affiliate strategies or substantial media exposure. Note: Use the referral drill-down in our product to identify which affiliates are driving traffic to your website.

Organic Search

Traffic from unpaid (organic) search engine results, such as Google. Websites generating substantial organic search traffic are likely optimizing for high search rankings (SEO). These visits often come from high-intent users, with engagement rates significantly above average.

Paid Search

Traffic from search ads on platforms like Google or Bing. Websites with significant paid search traffic are investing in advertising to enhance brand awareness and reach relevant audiences. Paid search campaigns target high-intent users, often resulting in higher conversion rates. Note: Use the paid search drill-down in our product to see which keywords drive the most traffic to your website.

Email Marketing

Traffic originating from email clients (e.g., Gmail, Yahoo) when users click on links in emails. For instance, traffic from the referring domain "gmail.com" is categorized as email traffic. Websites with substantial email traffic likely maintain a loyal customer base engaged via mailing lists.

Display Advertising

Traffic generated from display or video ads served through known ad platforms like DoubleClick or AdForm. Websites with high display ad traffic are leveraging ad budgets to increase brand visibility and attract relevant users. Note: Use the display channel drill-down in our product to identify campaigns driving high-quality traffic to your site.

Organic Social

Traffic from non-paid social media interactions, such as clicks on shared links or content posted on platforms like X or Reddit. Websites with consistent organic social traffic likely have a loyal and engaged community. This traffic is often driven by viral content, such as articles, memes, or images. Note: Use our Marketing Overview report to analyze which social networks drive the most traffic and what type of users engage with your organic social posts.

Paid Social

Traffic from paid ads on social media platforms like X or Reddit. Note: Use our paid social drill-down to identify campaigns that drove relevant users to your site. Analyze audience performance and optimize campaigns for better results.

How does Addressable classify channels?

Addressable classify marketing channels using the following technical attributes:

Urchin Tracking Module (UTM) Parameters

UTM parameters are five types of URL parameters used by marketers to track the performance of online marketing campaigns across various traffic sources and publishing platforms.

The parameters are:

Referrer

A referrer is the URL of the web page a user visited immediately before navigating to the current page. In simpler terms, it indicates the source or origin of the traffic that brought a visitor to a specific page.

While UTM parameters must be defined manually by the user, the referrer is automatically populated by the browser and provides information about the originating website.

For example, if you search for something on Google and click on one of the organic results, the referrer will be "Google," but there will be no UTM parameters included.

The Audience Dashboard is where you explore the characteristics of any audience. These include on-chain attributes such as wallet balance distribution, last on-chain activity and assets held by this group of users. The dashboard also includes off-chain characteristics, such as Twitter (X) influencers the users in this group are following, and fields of interest they exhibit on social networks.

The Audience dashboard is generated for each saved Audience and updates every time you reload the dashboard page.

Dashboard Chart Breakdown

Uploading an Audience to Twitter (X)

You can upload any audience group created on Addressable as a Custom Audiences to your Twitter (X) ads account. This allows you to create specific user groups that can be used for retargeting, exclusion, and/or expansion of paid-ads campaigns.

When you upload a Custom Audience, there's an initial processing period (that can take up to 48 hours), where Twitter (X) validate internal parameters for every user in this group (such as when they were last active on Twitter (X) and wether or not they opted in/out of ads on the platform). This allows Twitter (X) to then serve your ads to the validated accounts.

It is possible that not all of the users in your Custom Audience will pass the internal validation process. That is why you may notice that the final Custom Audience size is smaller than your originally uploaded list. If there are less than 100 users that pass the validation process, the audience will receive an "Audience too small" status. In these cases, Twitter (X) makes the Custom Audience unavailable for targeting to align with the user privacy policy.

Using a Custom Audience on Twitter (X)

To target or exclude the users in your Custom Audience, navigate to the Audiences module within the Targeting section of the campaign form on Twitter (X). After selecting include/exclude, search or browse the List dropdown to find the specific audience that you need. As a reminder, only audiences with the 'Ready' status in the Audiences Manager will be available here.

Once you’ve done adding your Custom Audiences, complete the remaining campaign setup steps and launch!

Audience Summary

To review your audience configuration or check the status of an audience upload to Twitter (X), switch over the the Summary tab. Here you will find your selected categories, smart contracts and/or any filter conditions that were set for this segment. You will also see the history and status of this audience upload to Twitter (X).

Addressable's dashboard templates provide ready-to-use, customizable tools to quickly access the insights needed to enhance marketing strategies and drive results.

The template gallery provides a selection of out-of-the box dashboards. Simply click on 'Request a Dashboard', and we will customize the selected template to your business and particular points of interest.

Overview

The Audience builder provides the tools and context to identify a group of users sharing common on-chain and off-chain attributes. The builder is composed of two parts:

The audience definition widget - Allowing you to create a segment group by selecting a set of conditions:

• Smart contracts they interacted with, and/or

• Out-of-the-box proprietary categories they belong to, and/or

• A set of behavioral and situational filters to further optimize the audience.

Targeting insights (right hand) panel - calculated in real time, the audience's reach potential when targeted on the ad network, their overall buying power, and geo-distribution.

Audience Creation Process

1. Name your audience (mandatory) - Give your audience group a descriptive name that will help you recognize it later.

2. Define the audience group - Select the smart contract(s) they interact with, or an Addressable pre-built category reflecting a common behavior or user characteristic (e.g. power traders, strategy gamers).

3. Optimize your audience group - Further define your audience by adding conditions to include:

Targeting Recommendations

During the audience creation process, Addressable offers similarity based recommendations for each selected contract. Unlike simple similarity recommendations such as “users who bought X, also bought Y”, Addressable’s algorithm considers similarities between contracts as well as similarities between users (wallets) to identify corresponding behavioral patterns. Therefore, users of your selected contract, are not necessarily users of the offered contract, but their on-chain behavior is similar in pattern and purpose.

Each time you select a particular contract, Addressable’s recommendation engine, calculates its similarity to all other on-chain addresses and offers the top most similar contracts as recommendations.

Connecting your Ad network account with Addressable provides you with the ability to:

• Configure and manage paid campaigns directly from your Addressable account.

• Target your Addressable audiences within the Ad network.

• Leverage Addressable's optimization engine to auto-optimize your campaigns in accordance with your objectives.

• Gain insights and advanced analytics about your audiences and their user journeys.

Addressable has quick and easy integrations for the following networks:

When you integrate your AppsFlyer account, you can report Install events as well as other significant in-app events, to Addressable and leverage our campaign optimization, retargeting and advanced analytics.

Addressable ingests and processes data across all user touch points to include:

1. Engagement data from your sites and apps. Addressable supports a variety of methods to collect, process and present engagement data to best suite your business needs and set up (website, mobile and server to server APIs).

2. Performance data from your social and programatic campaigns. Connect your Ad networks to allow Addressable to generate paid campaigns, track their performance over time and automatically optimize them to drive your goals.

3. Full on-chain data of 7 EVM compatible blockchains; Avalanche, Arbitrum, Optimism, Polygon, Etherium, Base, Binance Smart Chain.

Together, these sources of data are the basis for user behaviour analysis & insights, market share, opportunities and trends, campaign optimization and impactful targeting.

The User Overview in User Radar provides an aggregated view of your users, including who they are, how they are behaving, and how those behaviors change over time. This helps you identify patterns, monitor shifts, and make informed decisions without checking multiple reports.

There are two major sections one called "All Users" and another called "Known-Wallet Users". As described on the page in the helpful little (i) icons, All Users is defined as any users that has visited your platform, no matter if they have a wallet or not, if they're known or anonymous. This is in contrast to the Known-Wallet Users, which is only users who have either (a) connected their wallet to your platform or (b) are known within the Addressable network and visited your website.

Understanding 'User Status'

You will see the concept of New, Current, Returning (and sometimes Inactive) spread throughout User Radar. It's helpful to remember the defintion can be slightly different depending it's location.

If you're looking at a the KPI Cards, then we are saying the user was New or Returning within the selected time period (the date selector). Where as on the graph, we are saying a user was New on that specific day (or week, month, etc).

Additionally, all status are evaluated starting the day you set up your Addressable Pixel. Therefore no one who has visited your platform prior to the set up date can have any status other than 'New' on their first visit.

Example Breakdown (for those who want to get nerdy):

If you select a timeframe of the "Last 90 Days" in the date picker, you've only had Addressable set up for the last 75 day, then we'd consider every single user as 'New'. You can easily over come this by shortening the timeframe to 30 days or less.

You might find some users are marked as returning in the chart, but there's no value in the KPI, this is a great example of how a user status changes every day and the KPI charts choose the first known status within the selected time period.

User Status Definition

Dashboard Overview

All Users Section

All Users means any users who is considered anonymous or has an identified or connected wallet. This means, if they have a wallet or not, and if that address is known or not. This is all users and visitors who the Addressable Pixel has seen on your platform.

KPI Cards

• Unique New Users

  • Unique users whose first visit in this period was their first-ever visit seen by the Addressable Pixel.

  • Remember, a user can visit multiple times, thus be multiple statuses in the Chart, but a single status here in the KPIs.

Users By User Status Graph

This is a chart that shows user who had an activity on a given day (or week, month, etc) and the User Status of that user. See into User Status for more info.

• All Users

  • Count of any user who visited on a given day. This includes all users (and visitors): wallet, without wallet, known, and anonymous.

• Revenue

Known-Wallet Users Section

Known-Wallet Users means a user (a) who connected their wallet to your platform or (b) was identified by the Addressable’s Wallet Match. These are users who we know the wallet of and therefore can fully enrich across web2 and on-chain.

Users by Primary Country

This graph shows the percentage of wallet-known users by their primary country only. The primary country is the most frequented country we've seen this user connect from.

Users with Suspicious Activities

This graph shows of all the Known-Wallet users that visited your platform, the percentage of wallet-known users that show activities considered suspicious.

It will always show 100%. If you see select bars that are disabled (grayed out), this is due to a lower data point and avoids misleading visuals.

In order to be considered a Suspicious Activities, the user has been identified as a suspicious because (a) they have connect >=30 different wallets, (b) When a wallet is tagged as Phishing or Scam by Etherscan or (c) When a wallet is tagged by OFAC's Sanctions List (via Etherscan)

Users by Cohorts

This graph shows the percentage of wallet-known users in each cohort by popularity. The full list of cohort tags and their definitions can be found on .

As a reminder, a single user can have multiple cohorts and therefore can be counted multiple times in the percentages.

Users by Balance Distribution

Percentage of wallet-known users by their wallet balance group

• $0 (No Balance)

• $0 - $1K

• $1K - $10K

• $10K - $100K

Recently Converted Users

List of the latest users (up to 10) who converted and is ordered by most recent conversion event. You can click any user to be brought to their full profile on the User Profile page.

Top Converters

Leaderboard of the top converted users (up to 10) and is ordered by most conversion events. You can click any user to be brought to their full profile on the User Profile page.

Top Revenue Makers

Leaderboard of the top revenue-generating users (up to 10) and is ordered by most conversion events. You can click any user to be brought to their full profile on the User Profile page.

The Addressable Attribution Engine is designed to determine the most relevant marketing channel for each tracked user interaction. It processes data from multiple sources, resolves identities across platforms, and classifies traffic into predefined channels using structured rules and prioritization.

This document outlines the logic of the engine and explain how it works.

Identity Resolution

Addressable employs various tracking methods to monitor user sessions and the events they perform on your website. If individual user tracking is not permitted due to cookie policies or similar restrictions, Addressable calculates a user fingerprint using technical attributes and assigns it to an individual user or group.

The engine resolves user identities across multiple platforms and sessions by using unique identifiers and clustering them to create an AddressableID for the user or group. This process ensures accurate attribution of user interactions, even when they span multiple sessions or devices.

Identity data is carefully mapped to maintain consistent tracking of users. Parameters such as session duration and bounce rate are constructed, enabling the interface to display all events at a distinct user level.

Note: In case tracking is prohibited by your organization policy, please contact your account manager for adjusting the above behavior.

Traffic Classification

The engine classifies each interaction into one of the predefined marketing channels based on UTM parameters, referrer information, and campaign data ()

• Direct Traffic: Identified when no UTM parameters or referrer data is present.

• Display Advertising: Recognized through specific UTM parameters or using internal mapping in case Addressable Display campaign was used.

• Paid Social: Includes traffic from social platforms like X and Reddit, identified via UTM parameters and platform-specific identifiers.

Custom logic ensures that traffic misclassified initially (e.g., due to missing UTM parameters) is reassigned to appropriate channels based on referrer data and context.

Note: Customers are responsible for ensuring the correct setup of UTM parameters for accurate tracking and channel mapping. Misclassifications may occur if UTM parameters are used incorrectly.

Note: To accurately map X campaigns created through the system to the Paid Social category, customers must use the correct UTM parameters as recommended by the system during campaign generation.

Prioritization and Attribution Logic

The engine applies a first-touch attribution model with prioritization rules to determine the most impactful channel for each interaction:

• Channels are ranked by relevance (e.g., Paid Social, Display, Paid Search prior to Direct Traffic).

• For each user session, the first interaction from a high-priority channel is selected as the attributed channel.

• If multiple channels are eligible in a single session, the first channel in selected resolve ties.

In a typical scenario, a user will have multiple sessions, with each session potentially attributed to a different channel. For example, the user journey begins with encountering the brand's landing page during an Organic Social campaign or Organic Search. This often prompts the user to visit the website to learn more about the brand.

However, purchases rarely occur during the first session. Instead, users are likely to return directly to the website in a subsequent session or through another interaction, such as a Display brand awareness campaign or an affiliate referral, before completing their purchase.

Multiple touch-points play a critical role in guiding users down the funnel, and our attribution engine accounts for this behavior. The engine uses a first-touch attribution approach within a 30-day window, classifying the channel through which Addressable first tracked the user.

For example, if a user views a Display Ad as part of a brand awareness campaign, visits the website Directly without taking any action, and then re-engages a week later by clicking on an Organic Social tweet on X, connecting their wallet, and completing a purchase, our attribution engine attributes the conversion to the Display channel.

This approach ensures that the initial point of contact, which plays a crucial role in driving user awareness and engagement, is recognized in the attribution model.

Attribution Outputs

The final output of the engine includes detailed attribution metrics for each user interaction:

• Attributed Channel: The primary marketing channel responsible for driving the interaction.

• UTM Parameters: Campaign, source, medium, and term details associated with the session.

• Referrer: The external site or platform that directed the user to the interaction.

These outputs enable marketers to analyze performance and optimize their campaigns effectively.

This document outlines the different methods we utilize to collect, process, and store website and application engagement data.

Website Tracking Methods

Installing the Addressable pixel

The Addressable pixel allows you to track Web 2 activity, such as page views, signups, wallet connect events etc. and to associate these with blockchain actions such as conversions. Simply put, it enables a full Web2 › Web3 user funnel view, to better understand the impact of your marketing efforts.

• Ideal when you are already using GTM and have limited development resources

• Ideal when you prefer to manage and report your first party data directly

Installing the Ad Network Pixel or API

When you have an Ad network pixel or API installed (either Twitter (X) or Reddit) that report events back to the Ad network, Addressable will collect these events when they are attributed (by the network) to an Addressable campaign. Once collected, you will be able to leverage them within the Addressable platform.

Keep in mind, that while such events can be leveraged for targeting and optimization purposes using the Addressable platform, unlike the Addressable pixel they cannot be used to provide a full attribution funnel since they are only received for campaigns you launch on the network using Addressable.

Mobile Application Tracking Methods

Integrating your MMP

If you are using one of our supported Mobile Measurement Partners, you can share with Addressable your installs as well as significant in-app events to build a full Web2-App-Web3 funnel view & maximize Addressable's targeting and optimization capabilities.

• Singular Integration (ask your Customer Success Manager)

Installing the Ad Network mobile tracking

When you have an Ad network mobile conversion tracking installed (either Twitter (X) or Reddit) and report events back to the network, Addressable will collect these events when they are attributed (by the network) to an Addressable campaign. Once collected, you will be able to leverage them within the Addressable platform.

Keep in mind, that while such events can be leveraged for targeting and optimization purposes using the Addressable platform, unlike the Addressable pixel they cannot be used to provide a full attribution funnel since they are only received for campaigns you launch on the network using Addressable.

Server to Server Tracking Methods

Implementing Addressable's Events API (Server to Server)

Addressable’s Conversions API is a secure server-to-server solution that enable you to share your user engagement and conversion event data with the Addressable platform when you cannot implement a website code, and when your user funnel is fragmented across multiple platforms.

• Use this when you have a complex customer journey that include user engagement across 3rd party platforms (e.g. Telegram/Discord chatbot, Mobile sandboxed WebApp, Telegram Game, Discord).

User Radar shows all known-wallet users that have visited your platform and either (a) their wallet is known by Addressable or (b) they connected to your platform. User Radar enables precise retargeting and re-engagement of your most valuable users.

Each user profile is enriched by Addressable with both off-chain data captured from your platform (such as country, language, and campaign details) and on-chain data (including top holdings, blockchain type, and wallet age), providing deeper insight into wallet behaviors and characteristics across multiple channels.

Overview of Page

Known-Wallet Users

Each column has a definition that can be viewed by either hovering the the info icon (a circle with an i in it) on the table, under the Field name when selecting a filter, or by pressing the "Columns" button.

All Column & Profile Views

Some columns are not in the table by default, but can be made visible in one of two ways:

1. Click on the Addressable ID for that row and a sidebar will open showing all the info for that user

2. Click on Columns on the top right of the table, check what you're interest in, and add it into the table

Note on Columns Definitions

There are definitions for every column and most major components baked into the page. Therefore some columns excluded from this page.

To see the definition: When you see a column name in the table or the column picker popup, there's an info icon (i with a circle around it) that you can hover on to see the full description.

Group By Function & Defaults

By default, the 'Group By' is set to Profile Stages — see definitions below. You can remove this behavior or change it to a different column by selecting the dropdown menu.

Profile Stages Column

The Profile Stage indicates how much is known about a profile and whether their wallet is known to you.

User Status Column

Where the user is as of Today in the active lifecycle of your platform.

Suspicious Activities Column

Whether or not this User Profile was seen doing suspicious activities.

Wallet Domain Column

If the wallet has a NFT domain associated with it, we will present it in the table under Wallet and in filters list under Wallet Domain. We support the following services:

• ENS (Ethereum)

• Base Name Service (Base)

• SpaceID (Binance & Arbitrum)

Cohorts Column

Cohort tags highlight an wallet's average activity overtime. The tags are applied when averages meet established thresholds and could change with time. All of these must be true at least once in the last 30 days.

If you have any additional questions, please let us know.

If your website uses a Content Security Policy (CSP), you’ll need to allow Addressable’s scripts and images to load properly.

In this guide, you'll learn how to set up the Addressable Pixel using the Google Tag Manager or JavaScript SDK.

The Addressable Pixel lets you track key actions on your website—like page views, signups, and wallet connections—and connect them to blockchain activity such as on-chain conversions.

Enabled By The Pixel

When you integrate your Twitter (X) Ads account with Addressable, you can leverage Addressable audiences, optimization engine, insights and analytics to maximize the impact of your Twitter (X) paid ads. This integration enables you to:

1. Target your Addressable audiences on Twitter (X).

2. Configure and manage Twitter (X)-Ads campaigns directly from your Addressable account.

In this guide, you'll learn how to set up the Addressable Pixel using the Google Tag Manager.

Crypto businesses stand to gain significantly from Reddit's paid ads due to the platform's depth, community framework, and user engagement. There are approximately 20k highly engaged communities with 35M Redditors seeking and sharing crypto information and participating in various crypto discussions - offering an ideal environment for interactive and effective advertising. When advertising on Reddit, crypto businesses can tap into a passionate user base, ensuring their messaging resonates with a highly relevant and interested audience, fostering engagement and growth.

Leveraging Addressable on Reddit

When you integrate your Reddit advertising account with Addressable, you can leverage Addressable audiences, optimization, insights and analytics to maximize the impact of your Reddit paid ads.

Overview

Using Import Wallet List users can upload their own wallet lists directly through the interface. Uploaded lists will be immediately available in the Audience Builder for targeting.

In this guide, you'll learn how to set up the Addressable Pixel using the Javascript SDK.

Enabled with the Addressable Pixel

Once set up, the following features become available:

• User Insights — Insights into each of your users

• Clear Reporting — In-Depth marketing & funnel reports

• Campaign Details — Detailed attribution for paid campaigns

Getting Started — Required

Set up the Base Pixel

The following steps will walk you through setting up the base pixel on your website or platform. This will enable attribution and additional insights for each of your users. If you need any help, please let us know.

— Step 1 —

First, we need to get your Pixel ID for the next step

Follow These Steps:

1. Log into Addressable and click Data Sources

2. Select then click on Connect

3. Copy the Pixel ID for the third step

— Step 2 —

Second, we need to add the official for the Addressable Pixel.

JavaScript Snippet

Follow These Steps:

1. Copy the JavaScript Base Snippet above.

2. Paste the script inside the <head> tag where it will fire on every page.

3. Replace <<replace this text with your pixel id>> (L12) with your actual Pixel ID from Step 1.

Debugging Tools

• You can see a live feed of event's logged by the Pixel every ~60 seconds.

• This is also where you can access the as well.

• You can log back into Addressable, click on Data Sources, click on View Events under Addressable Pixel, and go to the tab.

Custom Events & Revenue — Advanced

For those who want additional insights and information within the Addressable Pixel, we allow you to set up and track Custom Events as well as Revenue.

Custom events enable more in your Addressable dashboard by helping you measure meaningful user actions, identify drop-off points, and track conversions more precisely across your funnel.

Jump to:

Setting up Custom Events

After setting up the Addressable Pixel, we recommend setting up custom events to better understand how users interact with your website or platform.

Code Syntax

Parameters:

• event_name (string) — A clear name of the event, displayed in Addressable

• is_conversion (boolean) — Set to true if the event is a conversion; otherwise false

Tips for Each Parameter

• Event Name: This is a clear name of the event that will be displayed in the Addressable Dashboard — for example "signup" or "download_app" .

• Conversion Events: A conversion event is any meaningful action that represents progress in your funnel—such as completing a signup, starting a checkout, making a purchase.

Code Examples

This sends a purchase event, marks it as a conversion, and includes two properties:

This sends a downloaded app event that is not a conversion, and one property without a value:

This sends a primary click event, marks it as a conversion, and did not include any properties:

Validate Configuration

For proper funnel configuration, please configure at least two events:

1. Standard Page View event.

2. At least one Custom Event with is_conversion set to true.

You can validate events are coming in through our dashboard, by selecting Data Sources then then click on View Events then click Raw Events.

Configure Revenue Reporting

Enabling Revenue Reporting enables ROI tracking, User-level revenue, ROAS for campaigns, and more.

Supported Transaction Type Examples

When configuring a custom event, you can send additional Properties that include what's needed to configure Revenue Reporting. These are simply additional context sent along the event when it fires.

Follow These Steps:

1. Follow the same steps as setting up a .

2. When it comes to defining Parameters, include the correct ones (from table).

3. Contact Addressable for final validation and configuration.

What If You Can't Install the Addressable Pixel?

This guide outlines how to achieve attribution and campaign optimization without using the Addressable pixel.

Goal

To enable campaign performance tracking and wallet intelligence without installing the Addressable pixel, customers can leverage server-to-server (S2S) event reporting. This method allows Addressable to:

• Attribute users to campaigns

• Optimize performance based on funnel events

• Maximize Return on Ad Spend (ROAS)

Requirements for S2S Attribution

To ensure accurate tracking and attribution, the customer should:

1. Use a persistent unique user identifier Ensure each user has a unique ID that persists for at least 30 days. This allows Addressable to correlate multiple events to the same user.

2. Report funnel events via the S2S API Events may include: page_view (or site visit), button_click , sign_up , wallet_connect , conversion

Attribution Overview

Attribution is divided into two categories: post-click and post-view.

Post-Click Attribution

Triggered when a user clicks an ad.

• UTM parameters such as utm_campaign, utm_source, utm_medium, utm_content, and clickID are generated.

• These parameters should be captured in the page URL and reported back to Addressable via the S2S API on the page_view event.

Post-View Attribution

Triggered when a user views (but does not click) an ad.

• The ad sends UTM parameters along with a unique ViewID.

• When the user later engages with the website, the event should include both:

  • The user_id

This enables Addressable to match the ad view to the user and attribute the action accordingly.

In order to have proper attribution after setting up the Events API, you need to do additional steps. There's a start-to-finish walkthrough that can be found here, otherwise continue to understand only the steps required to set up attribution after the Event API has been configured.

Path to Attribution Set up

(1) Recommended: Addressable Pixel + Postback API

• Use this if you can install the Addressable Pixel on your site.

• This is the recommended setup for campaign attribution and is the easiest to maintain.

• Next steps:

(2) Fallback: Postback API only (No Pixel)

• Only use this if you do not have a pixel set up on your Addressable account.

• Some organizations have compliance policies that restrict tracking pixels.

• If you have a true “no pixel” policy, follow the S2S-only setup.

In this guide, you'll learn how to set up the Event Tracking or Postback using the Events API.

The Addressable Event API lets you track key actions on your platform—like page views, signups, and first time deposit—and set up proper attribution with or without the Addressable Pixel.

Enabled By The Event API

By setting up the Addressable Events API, the following features become available depending your plan:

• Campaign Manager – Understand visitor behavior, calculate ROAS, revenue tracking, and attribute conversions to your Paid Campaigns.

• User Radar — Understand your users, enriched with Web2 attribution and Web3 on-chain activities.

• Marketing Report – Understand the effectiveness of all your marketing efforts, even if it's not through Addressable.

Getting Started

Within this section you'll find a easy to follow guide and multiple detailed reference documents for the API and attribution setup.

Step-by-Step (Recommended) Follow this guide for step-by-step instructions —

Additional Reference:

• Event API Docs —

• Event API Attribution Doc —

Addressable’s Events API is a modern server-to-server postback: your backend reports key funnel events (page_views, signups, wallet connects, purchases, etc.) so they can be attributed to campaigns and used for optimization.

Choose Setup Path

Path A (Recommended): Addressable Pixel + Postback API

• Use this if you can install the Addressable Pixel on your site.

• This is the recommended setup for campaign attribution and is the easiest to maintain.

Path B (No Pixel At All): Postback API only

• Only use this if you do not have a pixel set up on your Addressable account.

• Some organizations have compliance policies that restrict tracking pixels.

• If you have a true “no pixel” policy, follow the S2S-only setup.

Important: Only use Path B if the Pixel is not installed at all and cannot be installed.

Path A (Recommended):

If you’re using both the Pixel and the Events API, follow this path.

Process Overview

1. Install the Addressable Pixel (Page View is automatic)

2. Capture the browser id ___adrsbl_nonce and store it with your user record

3. Send Events API postbacks with properties.user_id = ___adrsbl_nonce for attribution

Step-by-Step

— Step 1 —

Install the Addressable Pixel

First you must install the Pixel (via GTM or JS) on your website or platform, using . Once installed, the Pixel manages sessions and user IDs on-site.

— Step 2 —

Capture Addressable's ID for Users

The Addressable Pixel creates a browser-side identifier stored in local storage:

• Key: ___adrsbl_nonce

Read it on page load (or early in the session):

Debug: If adrsblNonce is null, confirm the Pixel is loading and firing on that page.

— Step 3 —

Store the nonce with your user record (backend)

When you know who the user is (login, signup, wallet connect, etc.), persist:

• your internal identifier (user id / wallet / etc.)

• the latest adrsblNonce you saw for them

Example flow: (frontend → backend)

— Step 4 —

Send postbacks via the Events API (Server-to-Server)

A. Endpoint + parameters

• Endpoint: https://tag.adrsbl.io/events/prod_standard_stage/p.png

• Query params:

  • is_conversion=true|false

B. Required attribution field (Pixel + API join)

In your data JSON, include:

This “join key” allows Addressable to attribute server-side events to the same user sessions the Pixel observed. ()

C. Required headers

Include these headers:

• Content-Type: application/json (mandatory) ()

• X-Forwarded-For: <user original IP> (mandatory) ()

• Accept-Language /

D. Use the Events API Example – Recommended

The Events API docs include a ready-to-use code example showing the correct encoding and request format. The only “Pixel + API” requirement is that your properties includes user_id with the stored nonce value.

Path B (No Pixel At All):

This is for organizations with a true “no pixel” policy.

Process Overview

1. Generate/choose a persistent unique user identifier (user_id)

2. Send a server-side page_view event that includes UTMs and ViewID

3. Send funnel + conversion events using the same

Overview Callout

In this setup, you must provide what the Pixel would normally provide:

• a persistent user_id

• a page_view (site visit) event

• tracking parameters (UTMs + ViewID) so Addressable can attribute post-click and post-view

Step-by-Step

— Step 1 —

Use a persistent unique user id

Each user must have a unique identifier that persists for at least ~30 days so Addressable can correlate multiple events to the same user.

Examples:

• internal user id

• wallet address

• anonymous user id stored in your system

In Path B, user_id is your identifier. (In Path A, user_id is reserved for the nonce join.)

— Step 2 —

Send page_view via S2S and include tracking parameters

Post-click attribution (UTMs)

When a user clicks an ad, UTMs like utm_campaign, utm_source, utm_medium, utm_content, and clickID should be captured from the page URL and reported with the page_view event. ()

Post-view attribution (ViewID)

When a user views (but doesn’t click) an ad, a unique ViewID is provided. When the user later visits/acts, include:

• user_id

• the original ViewID ()

Where do these go in the Events API payload?

The Events API provides a properties array for key/value parameters. () In “no pixel” mode, include your tracking params in properties (examples):

You don’t need every field every time — but whatever tracking params exist for that session should be included on the page_view. ()

— Step 3 —

Send funnel events + conversions via S2S

Report funnel events via the S2S API (examples include): page_view, button_click, sign_up, wallet_connect, conversion.

Use:

• is_conversion=true for conversion events

• is_conversion=false for everything else

— Step 4 —

While this is optional, it is recommended. Include revenue parameters for ROAS and deduplication

If you want ROAS + deduplication support, include revenue-related parameters such as:

• amount

• transaction_hash

• tokens_transferred or currency_exchanged

Troubleshooting

Events are received, but attribution is missing

• Path A: confirm properties includes { "name":"user_id", "value":"<___adrsbl_nonce>" } exactly.

• Path B: confirm your page_view includes user_id + UTMs and/or ViewID when present.

You’re not sure which path you’re on

• If the Pixel is installed and you can read ___adrsbl_nonce, you’re on Path A.

• If Pixel cannot be installed due to policy, you’re on Path B.

In complex use cases, where the user journey includes 3rd party platforms/applications (e.g. Telegram chatbot, Mobile Sandboxed WebApp, Discord, Telegram games), the best way to report on user engagement and conversion events is directly from your server to your Addressable account using a secure API.

Request Structure

The Addressable API has a request structured with the following fields:

• An endpoint url:

• Three parameters:

  1. is_conversion Use is_conversion=true, When you wish to designate an event as a conversion event for it to be recognized as such across all counters that track attributed conversions in our product. Use is_conversion=false

Based on the table above, a request could be formulated in the following manner:

1. Request Headers Please use the following headers to pass user information to our servers. Refer to the table below:

Event Properties

In the context of utilizing the Addressable Pixel, our software manages the definition of user sessions and user IDs. Conversely, the responsibility for managing S2S events lies with you.

To improve your comprehension of user behavior, make use of the properties field to record key/value parameters that aid in understanding user behavior. This field comprises a list of JSON objects, where each key/value pair represents a specific property and its corresponding value. Refer to the example below for guidance on accurate properties reporting:

In the example provided, three parameters were established. The first two parameters consist of both a name and a value, while the third parameter only includes a name.

Proper Attribution

These events will be reported independently

Code Example

Please refer to the following Python code snippet demonstrating how to generate a request to our servers:

For technical assistance and troubleshooting, contact us at support@addressable.io

Some customers use both the Addressable Pixel (for on-site tracking) and the Events API (for off-chain ingestion, backend events, or events from 3rd-party apps). In that setup, you need to include a specific user identifier in your Events API payload so Addressable can correctly attribute those server-side events to the same user sessions the Pixel observed.

When is this needed

Use this guide if:

• You already have the installed on your website (via GTM or JS).

• You also send events through the .

• You are running campaigns with Addressable.

Overview of Needs

The Addressable Pixel creates a browser-side identifier stored in local storage at:

• Key: ___adrsbl_nonce

To connect Events API events to Pixel-tracked sessions, you will:

1. Read ___adrsbl_nonce from local storage on the frontend.

2. Store that value alongside your internal user identifier (user id, wallet address, etc.).

3. Send it with every Events API call as an event property [see ]:

That “join key” allows Addressable to attribute server-side events to users who visited your website from campaigns (post-view and post-click where supported).

Getting Started

— Step 1 —

Read ___adrsbl_nonce on page view (frontend)

Add a small snippet that runs on page load (or at least before you plan to associate the user with your backend identity):

✅ Tip: If adrsblNonce is null, confirm the Pixel is loading and firing on that page.

— Step 2 —

Store the nonce alongside your user record (backend)

When you know who the user is (login, signup, wallet connect, etc.), persist:

• your internal identifier (internal id / wallet)

• the latest adrsblNonce you saw for them

A common pattern is to send the nonce to your backend on logged-in pageview:

— Step 3 —

Include it in every Events API call (properties → user_id)

The Events API supports an optional properties field that is a list of JSON objects. Each property uses name and value. ()

Add this property to your Events API data payload:

That’s it — once the same user_id is present on Events API events, Addressable can connect them back to Pixel sessions for campaign attribution. ()

Example Payload

Below is an example data JSON (before base64 encoding) showing the properties format:

For full request structure details (endpoint, headers, base64 encoding, etc.), refer to the .

Notes & constraints

• properties is optional, but required for this attribution join.

• If you’re also sending other properties, keep them in the same list (Addressable properties are simple name/value objects).

• (Pixel JS SDK) properties are name/value objects, and there’s a practical cap on how many you should send per event (keep it tight).

Troubleshooting

• ___adrsbl_nonce is missing

  • Confirm the Pixel is installed correctly and firing on that page.

• Events show up, but still not attributed

This API retrieves user audience information for your social logins, enabling you to offer enhanced personalized experiences to your customers across touch points.

Here are some of the main benefits of using Audience Anywhere:

• Fine tune your landing pages with personalized messaging: Use audience data (e.g. user belongs to 'Degens') to customize your content with a particular message.

• Offer personalized incentives and rewards: Use audience data (e.g. user is in a 'Tier One' audience) to customize rewards based on user's LTV.

Currently, the Audience Anywhere API only supports Twitters social login. To receive a key and direct the API calls to a particular audience, contact our customer success team.

How does it work?

This API queries whether an individual twitter [hashed] ID belongs to a particular Addressable audience.

Each query returns an empty or populated 'audience_ids' list. This list provides the IDs of your selected target audience that the user belongs to (at the time of the query).

Base URL

https://api.adrsbl.io/v1

Authentication header

• x-api-key: your_api_Key (required): Your API key for authentication.

Endpoints

Get Audience Information