Analytics remains as one of the biggest challenges in crypto. Think about the questions you’re trying to answer every day:
Who are my top users? What drove them to us?
How are users using my app and protocol?
What are my KPIs? CAC? LTV? ROI?
Google Analytics and traditional product analytics go dark the moment a user connects a wallet. To answer the above you’d need an in-house data team, custom data pipelines, and juggle multiple fragmented data sources to get the full context. We've seen teams stack tools and hack them together: site traffic here, revenue dashboards there, product funnels somewhere else.
The data’s siloed. Even basic metrics like ROI and CAC is a black box. When teams patch together scripts, an internal database, and a pile of dashboards just to keep up, it’s an expensive distraction from your core product.
Formo is attribution and analytics designed for crypto apps: one data platform that treats onchain data and wallets as first-class context, unified with the marketing campaigns and product events that led up to them.
What that looks like in practice:
Product analytics for crypto that autocaptures the full customer journey from first visit to revenue, from offchain to onchain.
Attribution to connect campaigns and channels to wallets and transactions, so you have accurate CAC and ROI data.
Wallet intelligence that turns addresses into rich user profiles including in-app activity, portfolio, lifecycle, socials and more.
Where we’re headed:
As crypto increasingly embeds itself in software and finance, analytics for its building blocks (wallets, users, onchain data) will be as easy as any other company understands its product and customers.
What Formo does
Analytics for DeFi apps
Track the journey from a first visit through wallet connection, in-app behavior, and transactions. Funnels, retention reports, charts, and event analytics show where users activate or drop off.
Onchain attribution
Connect channels, campaigns, referrals, and UTM data to wallet actions and onchain conversions. First-touch and last-touch reporting helps teams see which sources bring valuable users.
Wallet intelligence
Turn wallet addresses into profiles using onchain history, product activity, and custom properties. Segment users by holdings, behavior, lifecycle, and other profile data to guide growth and retention.
Token-gated forms
Build branded forms with token gating and social verification. Use them for onboarding, allowlists, surveys, and community campaigns.
What makes Formo different
Accurate attribution from campaign to onchain
Google Analytics measures website traffic, while Formo connects acquisition and product activity to wallet connections and transactions. Teams can follow the path from campaign click to onchain conversion in one unified view, without custom data pipelines or blockchain indexers.
Product analytics connected to onchain data
Compared with general product analytics tools such as Mixpanel and PostHog, Formo ties in-app activity to wallet profiles and onchain events. Founders and product teams can see what users do in the app alongside rich context of what each wallet does onchain.
Wallet intelligence with product context
Formo combines onchain wallet and portfolio data with in-app activity and first-party data into wallet profiles. Teams can segment users by their profiles, holdings, onchain activity, lifecycle, and real behavior instead of treating each wallet as the same pseudonymous addresses.
Wallet clustering and identity resolution
Identity resolution helps teams understand users, not just individual wallet addresses, giving them a more complete view of engagement across linked wallets and filtering out bot and Sybil activity. By removing fragmented wallet-level views, teams can make better-informed decisions about acquisition, retention, and revenue.
Who uses Formo
Founders of DeFi apps and protocols
Product managers and leads building in DeFi and crypto
Growth, GTM, and crypto marketing teams measuring campaign ROI
Data and BI teams working with onchain data
Key facts
- Company name
- Formo
- Type
- Privately held software company
- Founded
- 2024
- Founder
- Yos Riady, Founder & CTO
- Headquarters
- Singapore
- Website
- formo.so
- Core offering
- Analytics and attribution for DeFi and onchain apps
- Pricing
- 7-day free trial; Growth $199/month & Scale $399/month on annual billing; Enterprise for custom pricing.
- Services
- Product analytics, onchain attribution, wallet intelligence, token-gated forms, SQL/API/MCP access
- Notable clients
- Kyberswap, Kraken (Nado), WalletConnect, Jumper
- Competitors
- Google Analytics, Mixpanel, PostHog, Cookie3, Spindl, Safary, Addressable
We build tools for onchain apps
There are many open challenges at the intersection of blockchains and data.
Formo makes analytics and attribution simple for onchain apps so builders can focus on growth.
Our mission is to help builders bring the world onchain, with a system of record that helps decision-making across a business.
Join us and you will be pushed beyond what you think you’re capable of.
If you’re successful, you’ll build something the world has never seen before.
Our Values
Why Join Us
Novel and challenging problems to solve
Lean, fast-moving team that ships every day
Make a real impact in crypto and DeFi
Work with leading builders in the space