Data-driven decisions are essential for growth but traditional analytics tools often fall short in Web3. In this world, users are pseudonymous, wallets replace accounts, and data is fragmented across multiple chains. Tracking meaningful metrics and understanding the user journey without specialized tools is nearly impossible.

This guide breaks down the top Web3 product analytics platforms, showing how they help crypto teams, DeFi protocols, and onchain apps gain actionable insights about user behaviour. You’ll learn each tool’s strengths, limitations, and ideal use cases so you can choose the right solution for your project.

What Makes Web3 Product Analytics Different?

Web3 analytics isn’t just “Web2 analytics on chain.” The core difference is identity: users are identified by wallets, not emails or accounts. Since one person can control multiple wallets, teams must account for this to measure engagement, retention, and ROI accurately.

Another key difference is onchain attribution: connecting marketing or product actions directly to transaction outcomes. Without it, you can’t know which campaigns or features actually drive value.

Important Web3 metrics include:

• Transaction Volume: Total value processed by your protocol.

• Total Value Locked (TVL): Assets deposited in smart contracts (mainly relevant for DeFi).

• Unique Active Wallets: Number of distinct wallets interacting with your app.

• Protocol Fees: Revenue generated from user activity.

Success in Web3 is defined by “value moments.” Value moments are critical actions such as completing a swap, staking, or depositing. Tracking these moments gives teams the insights needed to optimize engagement and retention.

Here is the list of top web3 product analytics tools:

Formo

Formo is a Web3-native analytics platform designed to provide crypto teams with a unified view of user behavior across both offchain and onchain activities. By integrating web, product, and blockchain data into a single dashboard, Formo enables teams to gain clarity through wallet intelligence and attribution.

Features

• Unified Analytics Dashboard: Consolidates fragmented data into real-time, actionable insights, allowing teams to monitor KPIs such as DAU, WAU, MAU, transactions, and retention.

• Onchain Attribution: Identifies top-performing channels and campaigns driving user activity and impact onchain, supporting referrer, referral, and UTM attribution.

• Wallet Intelligence: Transforms anonymous wallets into actionable user profiles with insights into net worth, user activity, and segments.

• User Segmentation: Allows precise targeting of segments based on wallet properties, user lifecycle, and in-app activity.

• Retention Analytics: Tracks user behavior over time to measure engagement, cohort retention, and long-term value.

• Funnels: Allows creation of custom funnels to visualize the user journey, monitor conversion between stages, and identify drop-off points.

• Custom Charts & Reporting: Build tailored visualizations to track specific metrics, segment behavior, and generate insights unique to your protocol or dapp.

• Agentic Analytics: Utilizes AI insights to uncover trends, anomalies, and actionable recommendations through natural language queries.

• Alerts: Notifies teams of high-value users and important actions, enabling timely interventions.

Pros

• Designed for Web3: Tailored for the unique needs of onchain applications and protocols. Built-in support for onchain data: wallets, transactions, smart contract events.

• Crypto-Native Attribution: Automatic mapping of marketing efforts to onchain transactions.

• Onchain Data Integration: Seamlessly combines offchain and onchain data for a holistic view.

• Privacy-Focused: Ensures compliance and meets user privacy excpectations without relying on third-party cookies or sensitive personal data.

• Custom Charts & Reporting: Build tailored visualizations to track specific metrics, segment behavior, and generate insights unique to your protocol or dapp.

• Ease of Use: Offers a user-friendly interface with minimal setup required.

Cons

• Newer Platform: As a newer entrant, its feature set is still growing and may evolve over time.

Mixpanel

Mixpanel is a mature product analytics tool known for event tracking, cohort analysis, and funnels. While not built for Web3, it can be adapted to track wallets and onchain events with custom engineering.

Features

Strong for user segmentation and retention analysis. Teams familiar with Mixpanel can analyze cohorts and funnels effectively, but onchain integration is manual and requires engineering resources.

Pros

• Mature Analytics Platform: Offers a robust set of event tracking, funnel analysis, and cohort analysis features.

• Cohort & Retention Analysis: Strong support for retention tracking, user lifecycle analysis, and behavioral cohorts.

• A/B Testing & Experiments: Built-in experimentation tools allow teams to test feature changes and marketing campaigns.

• Custom Dashboards: Highly configurable dashboards and reporting tools for product and marketing insights.

• Familiar Interface: Many product teams already know Mixpanel, reducing the learning curve.

• Scalable Infrastructure: Handles high-volume events and large datasets reliably.

Cons

• Manual Web3 Integration: No native support for wallets, onchain events, or crypto identity resolution. Requires significant engineering effort.

• Limited Onchain Attribution: Tracking marketing impact on transactions or smart contracts is not built-in.

• Not Web3-Native: Core design is optimized for Web2 products, which may limit insight quality in decentralized environments.

• Higher Maintenance for Web3 Use: Custom setups, APIs, and engineering work are needed to handle onchain and cross-chain data.

PostHog

PostHog provides an open-source analytics approach, giving teams flexibility to customize dashboards, session recordings, and heatmaps.

Features

Privacy-focused and self-hosted, PostHog aligns with Web3 values. However, all wallet tracking and onchain event integration must be done manually, making it better suited for teams with strong engineering resources.

Pros

• Open-Source Flexibility: Teams can customize every aspect of the platform, from event tracking to dashboards.

• Self-Hosting: Gives full control over data storage.

• Session Recordings & Heatmaps: Provides rich UX insights to understand how users interact with dapps.

• Custom Plugins & Integrations: Supports building custom analytics workflows and integrating external data sources.

• Cost-Effective: Open-source model can be more affordable for startups or teams that can handle technical setup.

• Extensible Event Tracking: Can track almost any event or interaction, including complex product flows.

Cons

• Requires Technical Expertise: Full setup for wallet tracking and onchain events must be manual.

• Limited Onchain Features: No native support for crypto-native metrics like token swaps, staking, or TVL.

• Not Web3-Native: Designed for Web2 apps; may require extensive customization to work effectively for onchain products.

• Higher Setup Overhead: Self-hosting, plugin management, and integrations add complexity for small teams.

Amplitude

Amplitude offers advanced behavioral and predictive analytics, useful for tracking lifecycle events in DeFi protocols or onchain apps.

Features

Enterprise-focused, providing robust security and support. Custom integration is required to connect onchain events, which limits native Web3 capabilities.

Pros

• Behavioral Analytics: Offers deep analysis of user behavior, including predictive modeling and lifecycle insights.

• Cohort & Funnel Analysis: Tracks user journeys across multiple products, protocols, or chains, making it ideal for enterprise teams.

• Custom Charts & Dashboards: Build highly specialized dashboards to track KPIs across complex user journeys.

• Enterprise-Grade Security & Support: Provides robust compliance, single sign-on, and dedicated support for large organizations.

• Integrations & API Access: Extensive support for integrating external data sources and connecting with internal systems.

Cons

• Manual Onchain Integration: Wallets, smart contract events, and crypto identity require custom setup.

• Not Web3-Native: Lacks built-in Web3 features such as onchain attribution, value moments, or wallet profiling.

• High Cost & Complexity: Enterprise pricing and steep learning curve may be prohibitive for startups or smaller teams.

• Integration Overhead: Connecting offchain and onchain data sources requires engineering resources.

Choosing a Product Analytics Tool for Your Web3 Team

Your choice of product analytics tool should depend on your team's size, technical resources, and specific goals.

• Early-Stage Startups and DeFi Protocols: Need a solution that offers quick time-to-value without requiring a large engineering team. A Web3 product analytics tool like Formo provides the essential onchain attribution and wallet analytics needed to find product-market fit.

• Enterprises: May have the resources (and dedicated data engineering team) to customize a tool like Amplitude or Mixpanel to fit their complex needs, although they will still need to solve onchain data integration and identity resolution challenges.

Here's a comparison to help guide your decision:

Drive Growth with Web3 Product Analytics

Choosing the right web3 product analytics tool is an important decision for crypto teams. Unified onchain and offchain analytics are essential for understanding your users, measuring performance, and gaining a competitive edge in crypto.

Traditional Web2 product analytics tools can work, but they require significant initial and ongoing engineering investment and lack the crypto-native capabilities you need to thrive in web3. Choose a platform that fits your specific Web3 use cases rather than legacy feature sets.

Accelerate your growth onchain with the product analytics platform built for crypto. Start for free.