In Web3 marketing, understanding your users’ interests and behaviour requires more than Web2 data. Wallet profiles provide deep, actionable insights into onchain user behavior — enabling product and marketing teams to personalize dApps, services, and campaigns based on wallet activity, token holdings, and behavioral traits. This guide explores what wallet profiles are, their key components, and how they help you better understand and engage your target audience.

What are Wallet Profiles?

Wallet profiles are pseudonymous, data-rich user identities built around crypto wallet addresses. Wallet profiles consolidate data across channels for a complete picture of each customer: who they are, what they like, and when and how they engage with you. A wallet profile includes a dynamic summary of onchain behavior, including interactions, token holdings, and engagement patterns. Unlike traditional profiles tied to emails or real names, wallet profiles unify onchain and offchain data to deliver a comprehensive view of Web3 user behavior.

Wallet profiles help you:

• Turn anonymous users into rich, data-driven personas

• Optimize acquisition, activation, and retention strategies

• Personalize dApp experiences and community campaigns

Why Wallet Profiles Matter

Web3 profiles go beyond surface-level metrics, revealing how users truly engage across chains, dApps, and protocols in real time. By analyzing onchain behaviors such as token swaps, staking, or NFT trades, you can uncover high-value users, tailor experiences, and make data-driven growth decisions. Wallet profiles empower you to personalize onboarding and content flows, trigger rewards based on user actions, and launch campaigns driven by real-time insights

Key Components of Wallet Profiles:

A wallet profile is a living data layer that connects to a wallet address. It contains attributes that help you classify, segment, and engage users more effectively:

• Wallet Address & ENS: Capture onchain identifiers and link multiple wallets

• Net Worth & Transaction Frequency: Identify whales and active wallets

• dApp Usage: Understand the types of Apps your users use

• DeFi Positions & Token Balances: View the assets your users own across chains

• Real-Time Activity Feed: See every action a user takes, as it happens

• Behavioral Traits: Tags like DEX trader, NFT collector, Top Base User, and more

• Most Active Chain: Understand your users’ top chains

• Country: Useful for geo-targeting and compliance

• Referral Source: Discover where users came from (e.g., Twitter, Discord, Farcaster)

How Do Wallet Profiles Work? 

Formo unifies both onchain and offchain data to build wallet profiles.

Onchain Data Aggregation

Includes historical and real-time interactions such as:

• Top dapps

• DeFi positions

• Token holdings

• Onchain identities and attestations (e.g., ENS, Lens, POAPs)

Each interaction shapes a behavioral fingerprint.

Offchain Data Enrichment

Link onchain behavior to offchain touchpoints with:

• UTM parameters

• Referral links

• Social graphs and campaign data

Example: A user clicks a Twitter link, connects a wallet, and stakes in a protocol. Web3 CDPs like Formo link these actions to a unified wallet profile.

Real-Time Activity Feed

Get actionable insights into onchain user behaviour. Uncover hidden drop-off points and retention drivers.

Each wallet profile shows their recent activity, referrals, inactivity, and more, helping you to instantly segment users, trigger automated campaigns, and respond to live signals

Key Benefits of Wallet Profiles 

1. Deeper User Insights

Wallet profiles let you understand what users do. You can see how they spend, what dApps they frequent, what assets they hold, and more. Web3 user profiles unlock a new layer of user understanding that goes beyond clicks and impressions.

👉 Formo helps you analyze wallet behavior in real-time, providing insights into motivations, activity trends, and conversion paths.

2. Targeting & Segmentation

You can slice your audience in powerful ways with rich behavioral data. Want to run a loyalty campaign for users with >$5K in DeFi positions? Easy. Want to target NFT whales who recently traded on Blur? Done.

👉 Examples:

• Provide exclusive staking rewards to high-value wallets

• Recommend NFT drops based on past purchases

• Airdrop rewards to wallets that interacted with specific dApps

3. Improved Attribution & Analytics

Attribution is one of Web3’s biggest challenges — traditional tools can’t track anonymous wallets. Wallet profiles bridge that gap by connecting campaign sources to onchain behavior, enabling you to accurately measure CAC, ARPU, and LTV.

Track your marketing from first engagement to onchain conversion. Invest more in what moves the needle.

👉 Formo helps you attribute wallet conversions back to Twitter, Discord, or Farcaster campaigns — showing you which users converted, not just who clicked.

4. Stronger Retention & Engagement

When you know your users, you can engage them in meaningful ways. Use wallet segments to trigger personalized flows, activate dormant users, or send special offers to power users.

👉 Formo helps you run personalized activation campaigns such as “reactivate wallets who staked last month but haven’t returned,” increasing retention and DAU/MAU rates without excessive marketing spend.

5. Security & Compliance
Use wallet behavior to detect and filter out bots or malicious users. Detect Sybil wallets, track suspicious fund flows, and cluster wallets likely controlled by the same actor. This strengthens airdrop protection, KYC-lite compliance, and regulatory audits.

Use Cases of Wallet Profiles 

1. Web3 Growth & Marketing 

Wallet profiles help you move beyond one-size-fits-all campaigns. Understand who your most valuable users are, track which channels drive ROI, and double down on what works. More importantly, retention becomes measurable, spot which user segments stick around and why, so you can keep them engaged and growing with your Dapps.

2. DeFi & Trading Platforms 

Leverage wallet data to create personalized DeFi user experiences. Tailor yield strategy recommendations based on the user’s experience, risk preference, token holdings, and historical wallet activity. Nudge dormant users to boost long-term retention and wallet lifetime value.

3. NFT & Gaming Applications 

Identify top collectors, reward engaged buyers, and personalize NFT drops based on past purchase behavior. You can also tie wallet actions to in-game achievements and create new forms of onchain reputation. Activate inactive users to encourage user actions and prevent churn.

4. DApp User Analytics 

Wallet profiles help you analyze who uses your dApp — and how. Automatically unify wallets with Farcaster & Lens web3 social profiles. Spot whales through on-chain wallet data, discover your most frequent users, identify bots or sybil users, and use that data to prioritize features or campaigns. Uncover churned members and those who left your community to reactivate them.

5. User Behavior Analysis

Track full behavioral flows across campaigns. For example, measure how many wallets clicked a link, connected, staked, referred others, and returned 30 days later. Wallet profiles help you optimize funnels and refine user journeys. Uncover hidden drop-off points and retention drivers to reduce time-to-value. 

6. Multi-Chain Intelligence

Your users don’t stick to one chain. Wallet profiles let you track behavior across ecosystems such as Polygon, Arbitrum, Base, or Ethereum, helping you identify which chains matter most to your community.

How to Use Wallet Profiles to Improve Campaign Attribution

Traditional analytics struggle with anonymous wallets, but wallet profiles give you full visibility into what’s working, from first click to onchain action. Here's how to use them to optimize your campaigns:

1. Track Referrers & Sources

Capture where users come from using UTMs and DApp data. Platforms such as Formo log this data under fields “Referrer”, helping you identify top acquisition channels (e.g., Twitter, Farcaster, Discord).

2. Link Offchain Sources to Onchain Actions

Get end-to-end wallet attribution. Match campaign sources to real wallet behavior, such as staking, minting, or buying, to see who converts and engages. This bridges the gap between traffic and true performance.

3. Measure Campaign Performance

Analyze attribution by cohort. Track CAC, activation, retention, and Revenue per Wallet (RPW) to understand which campaigns drive long-term value, not just clicks.

4. Retarget with Wallet Segments

Create segments for retargeting or rewards. Re-engage dormant wallets, or reward high-converting ones with wallet triggers and campaign workflows.

Get data you can trust to take action and drive growth

Formo helps you truly understand your users and drive meaningful engagement. With advanced Web3 analytics and wallet intelligence, you can identify users who align with your product vision, effectively target them, and track KPIs that matter to gain real traction in Web3.

Formo’s wallet profiles enable you to:

• Get a 360° view of user behavior

• Analyze Dapps, token balances, and activity trends

• Unify onchain and offchain insights to optimize growth

Wallet profiles are transforming Web3 analytics by turning onchain behavior into actionable insights. Web3 user profiles enable you to segment users based on activity, token holdings, and transaction history — driving hyper-targeted campaigns, data-driven growth strategies, and personalized product experiences. Formo gives Web3 teams everything they need to track, analyze, and activate wallet data — unlocking the full potential of your product.

Follow us on LinkedIn and Twitter, and join our community to learn how Web3 teams turn insights into action with Formo! Improve engagement, retention, and monetization with data you can trust.