In Web3, your audience is a list of pseudonymous wallets. Without context, a wallet address is just a random string of characters. You can’t tell if it belongs to a power user or a bot farming rewards. Web3 Audience Insights transforms unified data into clear, actionable intelligence — helping you identify, segment, and engage the right users in real time, so you can drive growth with data. Let’s dive in.
Key Takeaways
Web3 Audience Insights turns onchain wallet data into actionable intelligence for growth.
Unlike Web2, Web3 analytics focuses on wallet behavior: dapp usage, token holdings, net worth, and spending patterns.
Wallet Labels and Wallet Profiles help identify whales, power users, returning users, and bots.
Audience Insights help shape your product roadmap and marketing strategy, with real-world data.
Wallet segmentation and predictive analytics enable onchain apps to engage and retain high-value users.
Web3 audience insights help optimize your product, marketing, and community strategies.
What are Web3 Audience Insights?
In Web3, your audience isn’t just an email list or a CRM database — it’s a network of wallets, each representing a unique economic and behavioral footprint. Web3 Audience Insights is the process of understanding these wallets through their behavio, both offchain and onchain. Web3 audience insights combines onchain analytics with web and product analytics to uncover:
Which dapps do your users use?
Which tokens users hold and trade.
Which chains are users active on?
Users’ net worth and wallet spend
How frequently users return and engage with your product.
The Core Components of Web3 Audience Insights
Formo’s Audience Insights gives you a high-level overview of your audience based on unified offchain and onchain signals, giving you a complete view of your users.
1. Top Dapps
Discover which DeFi applications your users frequent. Audience insights reveal detailed DeFi positions of your users across multiple chains. Top Dapps data helps you answer key questions such as:
What app categories are your users interested in? Are users interested in perpetuals, fixed yield, staking, stablecoins, or something else?
What experience level are your users at? Are they experienced DeFi degens, or are they new to DeFi?
For each app category, what are their top choices?
How many of my users use my competitor?
Understanding which apps are popular with your users also unlocks partnership opportunities with other players in DeFi. For example, if your top users are active on Uniswap and Aave, your integrations, partnerships, and campaigns can target those ecosystems directly.
2. Top Tokens
Identify the most popular tokens among your audience.
Public token balances hold a wealth of insights about your users:
Reflects a trader’s investment category and sector focus.
Signals risk tolerance (stablecoin-heavy vs. volatile assets).
Guides token incentive design.
Uncovers hidden partnership opportunities.
3. Top Chains
See where your audience’s activity lives — Ethereum mainnet, Base, Arbitrum, Polygon, etc. Knowing the top chains helps you:
Prioritizes product launches on new chains.
Prioritize chain-specific marketing and partnerships.
Identify cross-chain growth opportunities.
Avoid wasting effort on low-penetration chains.
4. Net Worth Breakdown
Segment your audience by wallet value:
Whales: High-net-worth wallets, including strategic partners, institutions, governance participants, and top DeFi power users. These users often influence protocol direction and drive significant transaction volume.
Dolphins: Mid-tier wallets with meaningful onchain activity. They show strong engagement potential and are prime candidates for advanced features, loyalty programs, and upsell opportunities.
Minnows: Smaller wallets, often representing newcomers or low-volume users. They benefit most from onboarding, education, and community-building efforts to grow their engagement.
This ensures each user segment receives personalized support and messaging that match their goals and pain points. Better support leads to increased activation and monetization.
5. Revenue & Wallet Spend Analysis
Clicks and wallets don’t move the needle; only revenue does. Measure real spending behavior on your app. Uncover who your top spenders are. Revenue is a more sound metric than net worth and active user count because it reveals users who are receiving and generating the most value in your product.
6. Wallet Labels
Raw onchain data without context is noise. Classifying users with meaningful wallet labels helps you distinguish signal from noise. Wallet labels add helpful context to each user based on their behaviour — and can be mapped directly to the Web3 user lifecycle for smarter segmentation and targeting.
New User (Acquisition): A wallet interacting with your product for the first time. Represents the initial onchain touchpoint or session.
Returning User (Retention): A wallet that has re-engaged with your product after a period of inactivity or time away.
Dormant User (Churn): A wallet that was once active but has not interacted with your product for a significant period of time.
Resurrected User (Reactivation): A dormant wallet that has recently become active again, signaling renewed interest or engagement.
Power User (Retention / Expansion): A consistently active wallet demonstrating high engagement across multiple sessions or features.
Whale (High-Value Segment): A high-value wallet characterized by large holdings, high transaction volume, or significant influence on your product’s metrics.
Bot (Exclusion / Data Hygiene): Exhibits bot-like behavior.
Labels make it easy to segment and act instantly.
7. Wallet Profiles
Every user has a wallet profile — a 360° view of their offchain engagement and onchain activity on your app and in the rest of DeFi.
Wallet profiles reveal a complete view of each user’s behaviour across chains and platforms:
Wallet address, ENS profile, net worth, and transaction frequency
Real-time feed of what each user is doing on your dapp, with full attribution through referrers and UTM sources
Dapps the user has interacted with
DeFi positions and token balances of the user across multiple chains
Wallet labels based on the user’s onchain activity (DeFi Trader, NFT Collector, etc.)
Linked wallet addresses
CAC/ARPU/LTV
Demographics (device, country, browser)
Wallet profiles turn anonymous wallets into high-value users with detailed insights into how your users interact with your onchain app.
Why Understanding Your Web3 Audience Matters
On the surface, every wallet looks the same — just a string of characters with no story. But with Web3 Audience Insights, you can reveal the intent, preferences, and behavioral context behind those wallets. This clarity unlocks powerful, crypto-native growth levers for both acquiring more users and keeping them engaged longer.
Personalization
Go beyond generic campaigns and one-size-fits-all messaging. Understand your users’ favorite dapps, chains, and tokens so you can deliver hyper-relevant messages, offers, and in-product experiences. The more relevant your touchpoints, the higher the engagement and conversion.
Targeted Marketing
Stop wasting resources on broad, untargeted outreach. Instead, segment your users by onchain activity, net worth, transaction patterns, or engagement level. This lets you pinpoint exactly who you’re speaking to and craft tailored product offers and brand messaging for each segment — whether that’s early adopters hungry for new features, high-value wallets seeking exclusive perks, or dormant users who need reactivation. Precision targeting maximizes ROI and accelerates user acquisition.
Community Building
Identify your power users, advocates, and repeat contributors. Reward them, invite them to exclusive initiatives, and give them reasons to keep engaging. A strong community not only drives retention but also fuels organic acquisition through word-of-mouth and social proof.
Product Development
Build your product roadmap around real user demand, not guesswork. With Web3 Audience Insights, you’ll uncover the jobs-to-be-done for different user segments — knowing exactly what your users are doing, why they’re doing it, and what they need next. This lets you prioritize features, integrations, and improvements that directly align with their goals.
Monetization
Use behavioral and value-based segmentation to design personalized incentives, premium offerings, and loyalty programs. When monetization aligns with user behavior and motivations, it creates more revenue opportunities while strengthening long-term engagement.
Performance Tracking
Track growth, engagement, and retention with onchain precision. Measure campaign performance, user lifetime value, and conversion rates in real time to guide future strategies.
Example: Audience Insights in Action
Imagine you run a DeFi app:
Your Audience Insights reveal:
40% of your top users are active on Arbitrum.
They hold significant amounts of real-world asset (RWA) tokens.
Returning users often deposit more on fixed yield protocols such as Pendle.
From this data, you:
Launch an Arbitrum-exclusive growth campaign.
Build partnerships or integrations with RWA projects to drive more activity and users to your protocol.
Target wallets with positions in fixed yield protocols with targeted messaging and product features.
Result: Higher ROI, stronger community, sustainable retention without breaking the bank.
How to Get Started with Audience Insights
Here’s how to unlock the full power of onchain data with Formo:
Integrate Formo
Install Formo to start capturing real-time wallet activity. Our lightweight integration autocaptures the full user journey from offchain to onchain — no complex setup required.View the Audience Insights Dashboard
See a complete breakdown of your audience in real-time:Top dapps they use
Tokens they hold and trade
Chains they’re active on
Net worth distribution
Spending patterns
Segment Users with Wallet Labels
Wallet Labels automatically segment your audience into meaningful, actionable groups based on user behaviour, DeFi positions, and other signals. Wallet Labels turns raw addresses into clear, privacy-friendly user personas you can act on.Explore Wallet Profiles
Drill down into individual high-value or high-risk wallets. Understand their onchain journey, past interactions, and potential opportunities to engage or mitigate churn.Run Targeted Campaigns
Use your insights to engage high-value segments with precision — from exclusive offers to loyalty rewards — and measure results in real time.
In Web3, truly knowing your audience means understanding their onchain behavior.
With Formo’s Audience Insights, you get the complete picture — from the dapps they use to their net worth, transaction history, and growth potential.
Armed with audience insights and wallet intelligence, you can:
Focus your efforts on the high-value, high-intent users
Improve acquisition, activation, retention, and monetization
Grow sustainably, without guesswork
Audience Insights turns pseudonymous wallets into actionable audience profiles you can use to accelerate growth onchain in a privacy-friendly way.
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Additional FAQs
1. What is Web3 Audience Insights?
Web3 Audience Insights helps you understand your users by analyzing both offchain and onchain behavior. Onchain data—like dapp usage, token holdings, transaction history, and wallet net worth—provides rich intelligence that you can use to segment, engage, and grow your onchain user base.
2. Why is Audience Insights important for Web3 projects?
In Web3, users are pseudonymous and wallet-based, making it difficult to understand who your real users are. Audience Insights turns raw data into actionable intelligence for product and marketing teams, helping you:
Identify your most valuable users
Spot new growth opportunities
Avoid wasting resources on low-value or Sybil wallets
This leads to smarter targeting, higher ROI, and stronger retention.
3. How does Audience Insights differ from traditional Web2 analytics?
Web2 analytics focuses on offchain activity—such as clicks, pageviews, and signups—tied to email or account data. Web3 analytics, by contrast, captures wallet-based behavior, including:
Onchain transactions
DeFi positions and activity
Token and NFT holdings
Cross-chain interactions
Net worth and spending patterns
4. Can Audience Insights help prevent Sybil attacks and bot activity?
Yes. By analyzing wallet behavior and applying wallet labels, Audience Insights can detect Sybil patterns and suspicious activity. You can exclude these wallets from campaigns, airdrops, or rewards programs—helping you reduce fraud and protect your budget.
5. What kind of data can I get from Audience Insights?
With Audience Insights, you can view:
Top dapps used by your audience
Most-held and most-traded tokens
Active chains and ecosystems
Wallet net worth and transaction volume
Engagement frequency and return rates
6. How can Audience Insights improve marketing and campaign performance?
Audience Insights helps you:
Tailor campaigns by chain, token, or behavior
Offer rewards relevant to each user segment
Engage whales and power users with premium incentives
Exclude low-engagement wallets from paid efforts
The result: higher conversion rates, better targeting, and lower acquisition costs.
7. How do I get started with Formo’s Audience Insights?
Getting started is easy:
Access the Audience Dashboard for real-time analytics
Use Wallet Labels for instant segmentation
Explore Wallet Profiles for deeper behavioral insights
Launch targeted campaigns based on high-value segments
