In Web2, event tracking helps onchain product and growth teams understand user behavior and optimize digital experiences. In Web3, it’s even more critical—but fundamentally different.

Instead of tracking users via accounts, Web3 relies on wallets as identity anchors. Interactions now occur across onchain (e.g., minting, token swaps, DAO voting) and offchain (e.g., clicks, form submissions, page views) environments—requiring a unified Web3 event tracking system to bridge these touchpoints. Using platforms like Formo, teams can combine both onchain and offchain data tied to wallet addresses, enabling end‑to‑end funnel visibility, on‑chain attribution, personalized journeys, and wallet‑level segmentation—all without compromising on privacy or requiring heavy infrastructure.

This guide covers:

• What Web3 event tracking is and how it works

• Real-world use cases for product, marketing, and community teams

• Top tools to get started

• Best practices for turning insights into action

By tracking everything from website clicks to smart contract transactions, Web3 teams can unlock insights that power personalization, improve engagement, and boost conversions. Whether you’re optimizing a dApp or analyzing blockchain user behavior, event tracking is a cornerstone of Web3 growth.

Key Takeaways

• Full-funnel visibility: Track both onchain (NFT mints, token swaps, DAO votes) and offchain (clicks, form submissions, wallet connections) activity tied to wallet addresses.

• Complete user journey mapping: Connect actions across dApps, websites, and platforms like Telegram, Discord, and Farcaster.

• Smarter growth decisions: Attribute onchain outcomes to campaigns and channels for precise ROI tracking.

• Personalized experiences: Trigger messages, offers, and nudges based on real-time wallet behaviors.

• Data-driven optimization: Refine funnels, reduce friction, and boost engagement—while preserving privacy.

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 user interactions across the full wallet journey—both onchain (NFT mints, token swaps) and offchain (page views, clicks, form submissions).

An event is a specific action that occurs between a user and your application. Examples include:

• Onchain: Connecting a wallet, minting an NFT, swapping tokens, voting in a DAO

• Offchain: Clicking a CTA, submitting a form, joining a community

With tools like Formo, you can capture events in real time across:

• Onchain activity: mints, swaps, DAO votes, bridging

• Offchain actions: page views, form submissions, clicks

• Cross-platform journeys: spanning websites, dApps, and community hubs

Every event is a timestamped data point linked to a wallet address, helping teams:

• Understand user intent

• Optimize funnels

• Personalize experiences

• Maintain privacy
  
  
  

Web3 event tracking from wallet profile I source: Formo

Why Web3 Teams Need Event Analytics

Product Teams – Build what users use

• Identify drop-off points and improve UX

• Prioritize features based on real wallet activity

• Detect friction in flows like minting or staking

• Test and iterate on quests, referrals, or gated content

Growth & Marketing Teams – Connect wallet activity to marketing impact

• Attribute onchain actions to specific campaigns

• Map journeys from first click to blockchain conversion

• Measure ROI on mints, votes, and swaps

• Trigger outreach based on wallet behaviors

How Web3 Event Tracking Works

Event tracking tools use SDKs or APIs to monitor user interactions.

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 Wallet Events

Capture key events made from the user’s wallet, such as:

• Wallet connects

• Message signing

• Starting a transaction

• Cancelling a transaction

• Transaction errors (e.g. out of gas)

Traditional product analytics don’t support tracking these actions out of the box.

3. Capture Onchain Events

Track smart contract interactions on your dapp or blockchain network, such as Ethereum, Base, Optimism, etc.

• NFT mints

• Vault deposits

• Token swaps

• Governance voting

These events are pulled directly from blockchain data and tied to wallet addresses and the user’s current session.

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 NFT

• tx_success: Transaction confirmed onchain

• vote_cast: Voted on a DAO proposal

• token_swap: Swap completed on a DEX

• bridge_asset: Wallet bridges tokens across chains
  
  
  

Offchain Events

• page_view: Landing or product page viewed

• cta_click: Click on important call-to-actions

• form_submit: Waitlist or survey submitted

• scroll_depth: How far the user scrolled

Engagement Events

• wallet_connected: Wallet connected to your site or app

• session_duration: Length of time spent on site

• return_visit: Wallet returns after several days

• social_share: Clicked on social share buttons

Conversion Events

• signup_completed: User creates an account or joins Discord

• waitlist_joined: User joins early access list

• grant_applied: Submits a grant or funding form

• purchase_completed: NFT or digital asset bought

Technical Events

• tx_failed: Failed transaction

• error_logged: Error on site or in wallet interactions

• page_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 user 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 dApp Conversions With Event Tracking

Event tracking lets you identify high-leverage moments. Example: if 40% of users who finish onboarding stake tokens, focus on boosting onboarding completion. By pairing quantitative data (events) with qualitative insights (feedback), you can refine both product and messaging for maximum impact.

Web3 event tracking gives teams visibility, precision, and speed. By unifying onchain and offchain data, you can go beyond vanity metrics to truly understand—and grow—your Web3 user base.

Further sources: 

• What is UTM? How It Helps Your Web3 Analytics and Attribution

• Wallet Analytics: Turbocharge Your Growth with Onchain Data

• What Is Dapp Analytics and Why Does It Matter in Web3?

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 across both onchain (e.g., NFT mints, token swaps, DAO votes) and offchain (e.g., clicks, form submissions, wallet connections) environments. It links every action to a wallet address, enabling teams to understand behavior, optimize funnels, personalize experiences, and measure growth.

2. How is Web3 event tracking different from Web2 analytics?
Web2 analytics relies on cookies, sessions, and user accounts to track behavior. Web3 event tracking replaces these with wallet-based identities and incorporates blockchain events alongside traditional web interactions. This creates a complete, verifiable view of the user journey across websites, dApps, and community platforms.

3. What types of events can be tracked in Web3?
Web3 teams can track:

• Onchain events – NFT mints, token swaps, contract calls, DAO votes, bridging tokens

• Offchain events – Page views, CTA clicks, form submissions, social shares

• Engagement events – Wallet connections, return visits, session duration

• Conversion events – Purchases, waitlist joins, signups
  All events are linked to wallet addresses for accurate attribution and segmentation.

4. Why do growth teams need Web3 event tracking?
Growth teams use Web3 event tracking to:

• Map full-funnel user journeys from first click to onchain conversion

• Attribute blockchain actions to specific campaigns or channels

• Detect friction points and optimize UX

• Build wallet-level segments for targeted outreach and retention

• Measure ROI on mints, swaps, and community engagement

5. What are the best tools for Web3 event tracking?
Some leading tools include:

• Formo – Web3-native analytics with unified onchain/offchain tracking and wallet segmentation

• PostHog – Great for Web2-style tracking, customizable for Web3 use cases

Segment – Ideal for hybrid apps that merge Web2 and Web3 data pipelines The right tool depends on your tech stack, privacy needs, and integration requirements.