Paid Media Q3 2026 — Strategy Briefing

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%."

🧭 The Shift: Why eFTT, Not eFTD

Two teams keep asking: "Why won't Paid help regions hit eFTD targets?"

Here's the honest answer:

They care about their OKR. We care about the company's money.

When success = "deposits", vendors optimize for deposits. The result: users who deposit once and vanish. 35% of our budget went to D-grade vendors whose users never traded once. That's not acquisition — that's waste with a dashboard that looks good.

This isn't a tweak. It's a structural mindset shift: from "how many deposits" to "how many real traders."

✅ What We WILL Do

#	We Will	Why
1	Pay vendors on eFTT (first trade) — not eFTD	Aligns vendor incentive with company value. You bring traders, you get paid.
2	Scale budget +32% for quality channels	We're spending MORE — but on channels proven to deliver traders.
3	Increase Big Media to 30% (Google/Meta/X/TikTok/ASA)	Direct control + transparent data = better user quality.
4	Run aggressive User Recall (531K)	Dormant users already deposited — cheapest path to eFTT. ROI = 1,313%.
5	Grade vendors A/B/C/D and reward top performers	A-grade vendors get more budget, better rates, priority support.
6	Provide regional data transparency	Share real eFTT conversion data so regions see what's working.
7	Help regions improve quality (localization, insights)	We're partners — not just a budget dispenser.
8	Build eFTT data infrastructure	Appsflyer events, cohort tracking, CPA benchmarks — all ready.

❌ What We WON'T Do

#	We Won't	Why Not
1	Subsidize eFTD volume for other teams' OKRs	Paying for deposits that never trade = burning money to decorate someone else's dashboard.
2	Keep D-grade vendors alive to hit volume targets	A vendor with 0% trade-through is not a vendor — it's a cost center.
3	Optimize for deposit count as primary KPI	Deposit count without trade = vanity metric.
4	Accept "CPA looks good" as proof of quality	Low CPA + zero trades = cheapest worthless users money can buy.
5	Let regions dictate vendor selection on volume alone	Volume without quality is the exact problem we're solving.
6	Run campaigns without eFTT tracking	If we can't measure trade conversion, we won't spend. No exceptions.
7	Guarantee deposit numbers to any team	We guarantee effort, strategy, and accountability — not vanity numbers.

💬 Our Attitude

We are not anti-region. We are pro-company.

If your OKR is eFTD volume — that's your choice. But we won't spend company money to inflate it with dead users.
We welcome collaboration: share regional insights, help us localize, help us target better → we bring more budget to what works.
We are increasing total spend by 32%. This is not a cutback — it's a quality upgrade.
Vendors who deliver real traders get more money, better terms, priority partnership.
Vendors who deliver empty deposits get cut. That's quality control, not failure.

The goal was never just deposits — deposits were a proxy for traders.

Now we have the data to measure what we actually meant all along. eFTT doesn't replace eFTD — it fulfills its original promise.

We'd rather be challenged on strategy than settle for a metric that stopped short of the real answer.

🤝 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."