What metrics matter most to measure airdrop success?

[dinastafi]

Key metrics include unique wallet claims, social engagement (likes/shares/retweets), retention of users post‑claim, token secondary trading volume, and active wallets beyond the drop. Track cost per active user divide total campaign spend by wallets engaging after one month. Analyze chain data: how many recipients participate in staking, voting, or governance. Check token price volatility post‑airdrop mass dumping can hurt brand image. Use tools like Nansen or Dune to track airdrop marketing receiver behavior whether they hold or sell. Conduct surveys or polls within the new community to gauge satisfaction. Compare these rates to benchmarks: typical retention is 10–20%; aim above that. Apply cohort analysis: users from social‑media‑based claim vs. email‑verified claim, to see which channel brings more engaged participants. Finally, assess ROI: do airdrop‑driven users generate value (e.g., transaction fees, referrals, token use) that outweighs the distribution cost? Use findings to refine eligibility requirements, reward size, and communication.