Paid Media · Q3 2026

Strategy Briefing

OKR · Core Strategies · Market Playbook

Total Q3 Budget

$2.27M

+32% vs benchmark

Target ROI

157%

+19pp from 138%

User Recall Target

531K

+35% vs Q2

📊 OKR Structure

OKR	Weight	Q3 Target	vs Benchmark
New User Acquisition	75%	$2.27M budget, 157% ROI	+32% budget, +19pp ROI
User Recall	20%	531K users back to trade	+35% vs Q2
Regional	5%	CPA ≤ $82	Control

"Q3 = improve quality + increase spend + bring back users."

🎯 Strategy 1: eFTD → eFTT Model Upgrade

Pay vendors per "first real trade" instead of "first deposit". Vendors now bring real traders, not just depositors.

Phase	Timeline	Action	Target
Phase 1	July ✅	Data setup + event tracking + CPA benchmarks	9 new eFTT vendors onboarded
Phase 2	August	First ROI analysis + flag underperformers	30% vendors on eFTT
Phase 3	September	Scale or cut + set Q4 benchmarks	50% vendors on eFTT

"Low ROI markets go from 79% → 104% with this single change."

📈 Strategy 2: Big Media Scale-Up (10% → 30%)

Reduce agency dependency. More control, more data transparency.

Channel	Markets	Budget	Focus
Google UAC	UAE	Scale +15%	Volume + quality
Meta	VN, KR, PK, AE	$20K	LAL + video retargeting
Twitter/X	AR, MX, KR	$10K	Crypto KOL followers
TikTok	ID, VN, TR	$10K	Young users + UGC
ASA	All key regions	+25%	Non-brand 20% → 40%

🔄 Strategy 3: User Recall at Scale (531K)

Day 7-14 has highest return rate. After Day 14, efficiency drops 76%. Current recall ROI = 1,313%.

Dormancy	Priority	Mechanic	Monthly Target
7+ days (all)	P0	Trade $100 get $2 Airdrop	60,000
7-14 days	P1	Urgency + local incentive	30,000
14-35 days	P0	Trade XXX get 666% APR	15,000
35+ days	P1	0% fees for 7 days	2,000

Ramp-up Plan

JULY

60K

AUGUST

194K

SEPTEMBER

277K

🏗️ Strategy 4: Tiered Market Framework

Tier	ROI Range	Budget Share	Strategy	Target ROI
HIGH	≥200%	10% ($223K)	Aggressive scale, allow ROI dip	298%
MID	100-200%	73% ($1.67M) ⭐	D-grade cleanup + eFTT push	150%
LOW	<100%	17% ($382K)	eFTT mandatory + vendor cut	104%

"Mid tier = 73% of budget = Q3 success or failure. Korea + CIS = 79% of Mid cost."

⚡ Vendor Quality Control (ABCD)

A-GRADE

7% →

≥40%

B-GRADE

9% →

≥15%

C-GRADE

50% →

≤30%

D-GRADE

35% →

≤15%

"Today 35% of spend goes to D-grade vendors — that money is wasted. Q3: below 15%."

🤝 Support Needed

Item	From	Deadline	Status
eFTT events on Appsflyer	Big Data	Done	✅ Done
eFTT CPA benchmarks	BI	Done	✅ Done
Push/Email access for recall	BI - Michelle	Jul 22	Pending
Full dormancy cohort data	BI + Big Data	Jul 25	Pending
Upload cohort to Appsflyer	Big Data - Amos	Jul 27	Pending
Launch $2 airdrop recall task	Ops - Felix	Jul 27	Pending
Korea APK tracking links	Growth	ASAP	Urgent
Local creatives 2x/week	Design + BI	Ongoing	Ongoing

🎬 Summary

"Q3 is not about spending more — it is about structural upgrade.

eFTT fixes quality. Big media fixes transparency. Recall fixes dormant value. Tiering fixes resource mismatch.

Four levers pulled together. Budget +32%, but efficiency grows faster than spend."