In Web2, event tracking helps businesses understand user behavior and optimize digital experiences. In Web3, it’s even more critical, but fundamentally different. As wallets replace user accounts and interactions span onchain and offchain environments, growth teams need Web3 event tracking systems.
This guide covers:
What Web3 event tracking is
How it works
Real-world use cases
Top tools to get started
By tracking user website actions and web3 events with smart contracts, Web3 teams gain insights that enhance personalization, improve engagement, and boost conversions. Whether you’re optimizing a dApp or analyzing web3 user behavior, event tracking is a cornerstone of Web3 growth.
Key Takeaways
Web3 event tracking captures both onchain (e.g., mints, swaps) and offchain (e.g., clicks, form submissions) activity tied to wallet addresses.
Web3 event tracking enables growth teams to analyze the full user journey across dApps, websites, and community platforms like Telegram or Farcaster.
You can use this data to optimize funnels, personalize experiences, and attribute onchain outcomes to specific campaigns.
Event tracking is a strategic asset for data-driven product decisions and campaign performance.
Web3 event tracking helps teams to understand user behavior and optimize dApps, campaigns, and experiences.
What is Web3 Event Tracking?
Web3 event tracking is the process of capturing and analyzing key touchpoints in the user’s journey, both onchain (e.g. NFT mints, token swaps) and offchain (e.g. button clicks, form submissions) to understand user behavior and optimize dApps, campaigns, and experiences.
An event is a data point that represents an interaction between a user and your onchai apps. Web3 events can be a wide range of interactions. For example, every time a user connects a wallet or performs a transaction on your app, some details describe that action the moment it happens. Actions like visiting a page, connecting a wallet, and depositing on a DeFi protocol can all be tracked as an event in Formo.
Web3 event tracking includes:
Onchain activity, minting NFTs, swapping tokens, voting in DAOs
Offchain behaviors: clicking CTAs, submitting forms, joining communities
Cross-platform journeys: spanning websites, dApps, Telegram, Discord, Farcaster, and more
Each user action, on any surface, is captured as a discrete, timestamped event. This allows teams to
Understand user intent
Optimize funnels
Personalize experiences
Preserve user privacy
By connecting onchain and offchain data, Web3 event tracking reveals the full customer journey, helping drive growth and improve engagement.
Web3 event tracking from wallet profile I source: Formo
Why Web3 Teams Need Event Analytics
Event analytics helps teams across the stack make data-driven decisions using real wallet activity. No more flying blind.
Product Teams
Build what your users use.
Identify hidden drop-off points and improve UX
Prioritize features based on real wallet usage, not assumptions
Uncover friction points in onchain flows like minting, bridging, and staking
Test and iterate mechanics like quests, referrals, and token-gated experiences
Growth & Marketing Teams
Connect the dots between wallet activity and campaign impact.
Measure campaign performance and ROI on onchain activity with onchain attribution
Map user journeys from first touch to onchain conversion
Attribute mints, votes, or swaps to specific channels and content
Trigger personalized messages based on wallet behaviors
How Web3 Event Tracking Works
Event tracking app uses SDKs or APIs to listen for specific user interactions. Here's a simplified breakdown of how it works:
Web3 data flow I source: Formo
1. Track Offchain Events
Using SDKs or JavaScript snippets, you can monitor offchain user actions such as:
Page views
Button clicks
Form submissions
Session length
These are similar to traditional web analytics but are often linked to wallet addresses (when users connect their wallets).
2. Capture Onchain Events
Track smart contract interactions on your dapp or blockchain network, such as Ethereum, Base, Optimism, etc.
NFT mints
Token swaps
Contract calls
DAO voting
These events are pulled directly from blockchain data and tied to wallet addresses.
3. Unify the Data
The magic happens when you merge onchain and offchain data. This unified event stream provides comprehensive funnel visibility, so you can see who clicked on a “Mint” button, whether they connected a wallet, and if the mint transaction succeeded.
4. Analyze & Activate
Once you capture this data, you can:
Build wallet segments (e.g. “users who connected but didn’t mint”)
Measure campaign onchain attribution
Personalize outreach (via email, Telegram, X, etc.)
Run growth experiments backed by real-time insights
Common Types of Web3 Event Tracking Data
Here are some of the most important data points Web3 teams can track:
Web3 event tracking in Web3 CDP I source: Formo
Onchain Events
mint_initiated:User attempts to mint an NFTtx_success:Transaction confirmed onchainvote_cast:Voted on a DAO proposaltoken_swap: Swap completed on a DEXbridge_asset:Wallet bridges tokens across chains
Offchain Events
page_view: Landing or product page viewedcta_click:Click on important call-to-actionsform_submit:Waitlist or survey submittedscroll_depth:How far the user scrolled
Engagement Events
wallet_connected:Wallet connected to your site or appsession_duration:Length of time spent on sitereturn_visit:Wallet returns after several dayssocial_share: Clicked on social share buttons
Conversion Events
signup_completed:User creates an account or joins Discordwaitlist_joined:User joins early access listgrant_applied:Submits a grant or funding formpurchase_completed:NFT or digital asset bought
Technical Events
tx_failed:Failed transactionerror_logged:Error on site or in wallet interactionspage_load_time:Page performance metrics
Web3 tracking events example
Here’s what a simplified event might look like:
json
{
"event_name": "nft_mint_success",
"event_category": "Onchain",
"wallet_address": "0xabc123...",
"chain": "Base",
"project": "Formo Community Drop",
"tx_hash": "0x456def...",
"timestamp": "2025-06-10T10:00:00Z"
}
That data is sent to your analytics engine (Formo, GA4, or another destination), where it’s logged and enriched. This event shows what happened, who did it (via wallet address), where (which chain/project), and when.
With metadata like campaign_source, you can tie it back to a specific growth experiment. From here, you can model the data, build segments, and sync to other tools for personalized marketing or in-app experiences.
How to Get Started With Event Tracking
Setting up event tracking is key to understanding user behavior and optimizing your product experience. Here’s a step-by-step guide:
Step 1: Select the Right Product Analytics Tool
Look for event tracking software that supports:
Real-time analytics: See user actions and system events as they happen.
Easy integration: Ensure the tool works smoothly with your existing front-end, back-end, and data stack.
Scalability and privacy control: If data ownership, compliance (e.g. GDPR), or hosting are priorities, choose tools such as Formo, which support self-hosted and privacy-friendly deployments.
Step 2: Define the Events You’ll Track
Start by identifying the key moments that signal user engagement, conversion, or friction. Your events should reflect your product goals and user journey.
Types of events to focus on:
1. Engagement Events
Track actions that indicate user interest or feature adoption:
→ feature_used, page_viewed, video_played
2. Conversion Events
Capture actions that contribute to business goals:
→ user_signed_up, checkout_completed, subscription_started
3. Friction/Drop-off Events
Detect points where users experience issues or abandon flows:
→ form_abandoned, error_message_displayed, api_failur
Step 3: Implement Event Tracking
Once events are defined, it’s time to implement them across your product.
1. Use SDKs or Tracking Snippets
For mobile apps, use native SDKs (iOS/Android)
For web apps, insert JavaScript tracking snippets
For backend/server-side tracking, use API calls
2. Follow Naming Conventions
Maintain a consistent structure to keep data clean and easy to query:
→ user_logged_in, purchase_completed, feature_enabled
This enhances team collaboration and facilitates analysis.
3. Optimize for Performance
Avoid slowing down your app with excessive API calls:
Use batching to send multiple events together
Enable event buffering to reduce network load
4. Collect and Manage Your Data
Your tracking system should ensure data quality, security, and compliance:
Use secure storage (with encryption and access control)
Comply with privacy regulations like GDPR and CCPA
Capture data across sources: web, mobile, APIs, backend services, and even IoT if needed
Audit regularly to detect anomalies or data loss
Step 4: Analyze Event Data
With data flowing in, start extracting insights using:
Segmentation: Understand behavior across different user types
Funnels: See where users click and where they drop off
User Journey Mapping: Visualize paths users take before converting or churning
A/B Testing: Validate UX and product decisions through controlled experiments
Step 5: Turn Data Into Action
Make data-driven product and marketing decisions based on what you’ve learned:
Identify trends in feature usage, engagement, and performance
Optimize or sunset features based on usage data
Combine quantitative data with user feedback for deeper context and to inform decisions
Step 6: Overcome Common Challenges
Avoid common pitfalls that slow down teams or pollute data:
Avoid data overload by focusing on events tied to key metrics
Standardize event schemas and data formats to ease analysis and reporting
Respect user privacy by gaining consent, anonymizing data, and staying up to date with legal requirements
Use Cases for Web3 Event Tracking
Web3 gives growth, product, and community teams the visibility they need to understand what users are doing and why. With real-time onchain data, you build more intentional Web3 experiences.
Funnel Optimization
Track the full journey from wallet connection to onchain activity like minting, voting, or bridging. See exactly where users drop off and why.
Pinpoint UX friction and bottlenecks
Optimize flows for better conversion
Test improvements with live behavioral data
Campaign Attribution
Finally tie onchain actions back to offchain campaigns. Whether the journey started from a Farcaster cast, a Twitter thread, a Discord drop, or a Telegram post, you’ll know what worked.
Attribute mints, swaps, votes, and signups to their source
Measure channel ROI in a Web3-native way
Double down on high-performing campaigns
Personalized Experiences
Use behavior triggers to tailor follow-ups, nudges, and automations:
“You connected your wallet but didn’t mint—need help?”
“Thanks for voting on the DAO proposal. Here’s what’s next.”
“Your grant form is in—check your wallet for next steps.”
These micro-touchpoints drive retention and build trust.
User Segmentation
Group users by wallet-level activity to target the right message to the right audience.
High-value holders
Frequent bridgers
DAO power voters
Early campaign adopters
Segmenting wallets helps you build more relevant flows, incentives, and rewards.
Community & Grant Tracking
Track participation in community programs and grant cycles across both onchain and offchain touchpoints.
Form submissions (e.g., grant applications, contributor signups)
DAO participation (e.g., proposal voting, treasury interactions)
Onchain proofs of contribution
Web3 event tracking helps DAOs, protocols, and ecosystem teams manage contributor funnels more effectively, from application to impact.
Tools for Web3 Event Tracking
Web3-native event tracking requires tools that can handle both onchain and offchain interactions across wallets, smart contracts, and Web2 frontends. Below are some of the leading event tracking tools that help teams collect, analyze, and activate Web3 behavioral data.
Formo
Formo is a Web3 analytics platform for product and marketing teams. Formo is designed to track the full wallet journey, from first click to onchain activity.
Key features:
Unified event tracking across both onchain and offchain actions
Wallet-native segmentation and journey insights
Lightweight SDK and no-code setup for fast integration
Built-in support for forms, surveys, waitlists, and allowlists
Formo gives teams visibility across all user touchpoints without complex setup or custom infrastructure.
PostHog
PostHog is a flexible event tracking platform popular in Web2 environments.
Strengths:
Great for traditional event tracking: page views, clicks, conversions
Self-hosted and privacy-friendly
Integrates well with modern frontend frameworks
PostHog lacks native wallet support and doesn’t capture onchain actions out of the box. It can be extended for Web3 use cases, but requires manual setup.
Segment
Segment helps teams collect and route behavioral data across tools.
Best for:
Hybrid Web2-Web3 apps
Syncing offchain data across platforms
Teams with existing Web2 stacks
While Segment doesn’t natively support Web3 wallets or onchain activity, it can work in more complex stacks with custom tracking and data pipelines.
Improving Your dApp’s Conversion Rate
Event tracking is about understanding what drives users to convert. Tracking conversion events helps you identify what’s working, what’s not, and where users are dropping off. At its core, your conversion rate reflects the percentage of users who complete a desired onchain or in-app action.
A conversion event is any key action that reflects user intent or value. These can include:
wallet_connected
nft_minted
token_swapped
dao_vote_cast
subscription_purchased
profile_created
level_completed (for Web3 games)
By tracking these events across your funnel, you can monitor conversion rates at each step, detect drop-off points, and design targeted interventions.
Turn Insights Into Onchain Conversions
Let’s say 40% of users who complete onboarding end up staking tokens. That tells you onboarding is a high-leverage moment. With this insight, you can test ways to improve onboarding completion, from UI tweaks to education flows. Web3 conversion event data gives product and growth teams a feedback loop — guiding UX, messaging, and lifecycle strategies based on real behavior.
Web3 event tracking is the foundation for sustainable growth. Web3 event analytics empowers teams to go beyond vanity metrics by unifying onchain and offchain insights for a complete view of user behavior. But data alone isn't enough—pair quantitative findings with qualitative validation from real users through surveys, interviews, and feedback loops. Whether you're launching a dApp, running a mint, or scaling a community campaign, Web3 event tracking gives you the visibility to move fast, learn continuously, and optimize what matters.
Further sources:
Follow us on LinkedIn and Twitter, and join our community to learn how Web3 teams turn insights into action with Formo!
Additional FAQs
1. What is Web3 event tracking?
Web3 event tracking is the process of capturing and analyzing user interactions both onchain (e.g., NFT mints) and offchain (e.g., page views, wallet connections) to understand behavior and improve growth strategies.
2. How is Web3 event tracking different from Web2 analytics?
Unlike Web2, which tracks users via cookies and sessions, Web3 event tracking focuses on wallet identities and combines blockchain data with traditional user interactions across multiple platforms.
3. What types of events can be tracked in Web3?
You can track onchain events (like token swaps, DAO votes), offchain actions (like clicks, signups), and engagement events (like wallet connection or return visits), all linked to wallet addresses.
4. Why do growth teams need Web3 event tracking?
Web3 event tracking helps teams map user journeys, attribute onchain actions to campaigns, identify friction, segment users, and personalize experience.
5. What tools are best for Web3 event tracking?
Formo, PostHog, and Segment (for hybrid use cases) support different levels of integration for Web3 teams.
