Google Analytics is one of the most widely used tools for tracking and analyzing user behavior across websites and apps. It provides valuable insights into website traffic, user actions, and conversion events.

However, DeFi and onchain apps face unique challenges that Google Analytics (GA4) isn’t built to handle. Onchain transactions, pseudonymous wallets, and blockchain require analytics that go beyond simple web analytics.

In this guide, we’ll explore the top 4 Google Analytics alternatives for Web3 that can help you capture both onchain and offchain user behavior.

Key Takeaways

• GA4 isn’t built for the needs of crypto-native teams, where onchain activity and wallet-based identity are commonplace.

• Web3 analytics must span both onchain and offchain journeys.

• Alternatives like Formo, Cookie3, and Safary specialize in Web3 analytics.

• Onchain growth teams need better attribution tools to measure real onchain impact beyond clicks and followers.

Web3 projects face unique challenges, as Google Analytics doesn’t fully address decentralized needs

What is Google Analytics (GA4)?

Google Analytics 4 (GA4) is Google’s latest analytics platform, launched in October 2020. It uses an event data model and offers cross-platform tracking and privacy controls — making it a free option for traditional Web2 teams.

But GA4’s strengths don’t fully translate to Web3. It relies on:

• Cookies for user tracking.

• Device identifiers.

• User accounts for identification.

• Manual event tracking for custom user actions.

• Traditional data collection methods don’t account for onchain activity.

Google Analytics is a web analytics tool that helps you understand how people use your website or app

Is Google Analytics (GA4) a suitable tool for Web3?

Google Analytics interface 

While GA4 excels in Web2, it has limitations when applied to Web3, including:

• No native onchain tracking – GA4 can’t track wallet interactions, staking, minting, or other blockchain-specific actions.

• Identity mismatch – Web3 identities are tied to wallets, not accounts or cookies. GA4’s user identification system doesn’t work well for onchain users.

• Offchain-only tracking – GA4 can’t directly access blockchain data, meaning it can’t connect marketing efforts to onchain conversions.

Why Web3 Teams Are Seeking Google Analytics Alternatives

Google Analytics 4 may not meet all the requirements sought by onchain product and marketing teams. Crypto-native teams need analytics tools that:

• Track wallet interactions and transactions.

• Connect offchain and onchain user journeys.

• Respect user privacy.

Web2 analytics tools don’t fit well because Web3 user journeys are hybrid — starting in offchain channels (ads, content, communities) but converting onchain (mints, swaps, staking). The wallet is the single source of truth for onchain conversions, but GA4 has no built-in way to track it.

Web2 analytics tools are ill-suited for Web3 behavioral analytics. A web3 user’s journey involves both offchain and onchain channels, making it difficult for teams to identify demographics, user journeys, CAC, and conversion rates. The source of truth for conversions onchain - the crypto wallet - is detached from the web2 channels where user engagement occurs. Any technology that aims to capture where web3 users are coming from and how much they spend or engage will have to span two worlds: offchain and onchain.

That's why many Web3 teams are seeking a Google Analytics alternative that's free of constraints.

• Web3 analytics should offer crypto-native features such as onchain attribution, wallet segmentation, and audience insights that fit the needs of onchain teams.

Top Google Analytics  alternatives for Web3

Here are the top 4 Google Analytics  alternatives designed for Web3 teams:

Formo

Formo’s landing page 

Formo is a Web3-native product analytics platform that helps teams understand how users engage with their dApp. Get the best of web, product, and onchain analytics on one versatile platform. Accelerate your growth loop with unified analytics and attribution.

• Main Features: product analytics, wallet intelligence, audience insights, funnels, alerts, and dashboards.

• Pricing: Free, $199, $749/month.

• Best For: Onchain apps, products, and marketing teams focused on data-driven growth.

Save time and money from having to manage your own data pipelines and infrastructure.

General information on Formo’s Web3 product analytics

Safary.club

Safary’s landing page 

Safary.club provides real-time conversational intelligence combined with onchain insights to help teams understand audience behavior and market trends.

• Main Features: Sentiment analysis, onchain conversion tracking, crypto user profiling.

• Pricing: 7-day free trial, starts at $500–$1000/month.

• Best For: NFT projects and dApps focused on user engagement.

General information on Safary analytics

Cookie3

Cookie3’s landing page 

Cookie3 delivers behavioral analytics for Web3, combining AI with onchain data to create detailed user personas and KOL intelligence.

• Main Features: Web analytics, onchain explorer, token analyticsPricing: Free, $49, $249, $599/month.

• Best For: Web3 marketplaces and NFT platforms focused on personalization.

General information on Cookie3’s analytics

What Makes a Great Web3 Product Analytics Tool?

A strong Web3 analytics platform should provide comprehensive features to track user behavior across both onchain and offchain touchpoints. Below is a breakdown of the essential features to look for:

Dapp Visitor Analytics

• Visitor Metrics: Track the number of visitors, URLs visited, wallet connections, converted wallets, transactions, wallet used, unique wallet addresses, session times, wallet types, user countries, devices, and UTM source channels.

• Segmentation and Filters: Apply filters to understand how different segments of users interact with your Dapp. For instance, filtering by wallet type or country can help identify user behavior trends in specific regions or demographics.

• Automatic Event Tracking: Automatically track page views, button clicks, and other user interactions on your pages. This feature removes the need for manual event designation, although manual tracking can be configured when necessary.

Onchain Attribution

• Campaign Performance: Track marketing campaigns using UTM tags to see where traffic is coming from, whether from a specific source, campaign, or medium.

• Onchain Tracking: Understand how onchain events (such as transactions or token transfers) are linked to user acquisition sources. This allows for a deeper understanding of user behavior from offchain to onchain conversion, including wallet interactions and engagement with smart contracts.

Funnel Analytics

• User Journey Insights: Gain visibility into user funnels, tracking how offchain visitors transition to onchain conversions (e.g., from visiting the site to making a transaction or interacting with a smart contract).

• Conversion Metrics: Analyze drop-off points and optimize the user experience to drive better conversion rates. Web3 funnel analytics help identify friction in the journey, such as where users abandon their wallets or transactions.

Dapp Product Metrics Analytics

• Core Metrics: Monitor key product metrics such as page visits, sessions, Daily Active Users (DAU), Monthly Active Users (MAU), wallet connections, and transactions.

• Active Users: Display the number of active users, including daily/weekly/monthly active users and active wallet addresses, empowering you to understand engagement over time.

• User Engagement Trends: Use filters to examine how Web3 users engage with your Dapp over different periods, which helps to evaluate long-term retention and user growth.

While GA4 works well for Web2 tracking, it can’t provide the onchain insights Web3 teams need. Tools like Formo, Cookie3, and Safary are purpose-built to bridge the gap, giving growth teams visibility across both onchain and offchain user journeys.

If you want full-funnel Web3 analytics with wallet tracking, onchain attribution, and hybrid funnel insights, Formo is one of the most versatile and accessible solutions to start with.

Read more: 

• Web3 Analytics: challenges, use cases & opportunities

• Top 3 Google Form alternatives for Web3 you should know

• Typeform Alternatives: Best Web2 and Web3 Form Builder

Follow us on LinkedIn and Twitter, and join our community to learn how Formo turbocharges growth for leading teams across web3!

Additional FAQs

1. Can I use Google Analytics and a Web3 analytics tool together?

Yes. Many teams combine Google Analytics (GA4) for Web2 traffic insights with a Web3 analytics tool for wallet-level and onchain activity tracking. GA4 is still useful for measuring traditional website visits, referral sources, and engagement. But pairing it with a Web3-native analytics platform like Formo, or Cookie3 lets you connect offchain actions (clicks, signups) to onchain conversions such as wallet connections, NFT mints, swaps, or staking.

2. How do I track campaign ROI using onchain data?

To measure ROI for Web3 marketing campaigns, you need onchain attribution. This involves:

• Using UTM parameters in your campaign links to track referral sources.

• Linking UTMs to wallet activity using a Web3 analytics tool.

• Measuring conversions onchain — for example, NFT purchases, governance participation, or DeFi transactions.

Tools like Formo specialize in bridging this gap, showing exactly how much onchain value each marketing campaign generates.

3. Do Web3 analytics tools integrate with Discord, Telegram, or Lens?

Yes — but integration capabilities vary. Some tools, such as Cookie3 and Safary, pull in community engagement data from platforms like Discord, Telegram, Lens, and Twitter/X. This allows you to see how community interactions correlate with onchain actions, such as which Discord campaigns led to wallet connections or NFT sales.

4. Is wallet data tracking a privacy concern in Web3 analytics?

Wallet addresses in Web3 are pseudonymous, meaning they don’t directly reveal personal identities. Good Web3 analytics tools respect privacy by:

• Aggregating wallet behavior instead of exposing individual user details.

• Avoiding personally identifiable information (PII).

• Supporting self-hosted or open-source options so teams can maintain full data control.

If privacy is a top concern, look for open-source Google Analytics alternatives for Web3 that allow self-hosting.

5. Which Google Analytics alternative is best for early-stage Web3 startups?

If you’re a lean Web3 growth team, you’ll want a tool that’s:

• Free or affordable to start with.

• Easy to set up without heavy engineering resources.

• Capable of tracking both onchain and offchain user journeys.

Formo is a strong choice because it offers a free tier, clear onchain attribution, and simple setup. As your project grows, you can upgrade to more advanced plans with deeper segmentation, wallet scoring, and cross-chain analytics.