Which is right for you?
Choose Formo if…
• You need product analytics: funnels, flows, retention cohorts, and a real-time Live view.
• You want revenue and volume per channel from your app, not only conversions per ad campaign.
• You want wallet profiles with net worth, tokens, DeFi positions, and lifecycle stage.
• You want SQL Explorer, public dashboards, and MCP access for your team.
Use both if…
• You buy wallet-targeted ads through Addressable and need retention for the wallets they bring.
• You screen paid traffic in Addressable and track product behavior and revenue in Formo.
• You split teams: paid media runs Addressable campaigns and product runs funnels in Formo.
Choose Addressable if…
• You want wallet-targeted ads on X, Reddit, and display, with lookalike audiences and retargeting.
• You want wallet risk scores to screen fraud in paid traffic.
• You want social-to-wallet matching for audience targeting.
• You want a wallet intelligence and segmentation API for your own targeting.
Last verified October 2, 2026. Formo publishes this comparison and checks Addressable details against public pricing pages and docs. Sources: Addressable FAQ (pricing), Addressable website, Addressable attribution, Addressable API, Formo pricing, Formo docs.
Formo vs Addressable, in depth
Addressable is a wallet ad and risk platform; Formo is crypto analytics
Addressable is a wallet and device intelligence platform for paid acquisition and fraud screening. Addressable builds wallet segments and lookalike audiences, runs ads on X, Reddit, and 400,000+ websites and mobile apps, and matches wallets to targetable social profiles. Addressable risk scoring flags issues such as Sybil clusters, mixer usage, and sanctioned wallets, with wallet-level evidence for each flag.
Formo makes a different bet: analytics where the user is a wallet in your own app. The Formo SDK autocaptures pageviews, UTMs, referrals, wallet connects, chain switches, signatures, and transactions. Formo adds product analytics (funnels, flows, retention, cohorts), wallet profiles, and revenue tracking, so a team can measure activation and retention after acquisition.
Addressable helps a team find, reach, and screen wallets. Formo measures what those wallets do once they arrive, and Formo does not buy ad inventory. Formo reports activation, retention, and revenue for wallets from every channel, paid or organic.
How Addressable and Formo identify users
Addressable identifies users through wallet and device intelligence. Addressable matches anonymous wallet owners to targetable social profiles, links multiple wallets to one identity, and collects first-party data through a tag on the website and a CRM connection. The Addressable output is segments, audiences, and risk scores built for targeting and fraud screening, not a product analytics user record.
Formo gives each visitor an anonymous visitor ID stored in a first-party cookie, then stitches that visitor to a wallet address when the wallet connects. Formo does not match wallets to social profiles: the Formo SDK autocaptures wallet connects, signatures, and transactions and links them to the first visit and its campaign.
Each wallet in Formo gets a wallet profile with net worth, tokens, DeFi positions, labels, and onchain history across all major EVM chains and Solana. Formo also assigns lifecycle stages (New, Returning, Power user, At Risk, Churned, Resurrected), so teams can see whether acquired wallets become Power users or churn.
Pricing: published MAU plans vs custom quotes
Formo bills by MAUs, which are unique wallet addresses with an active session. Growth is $199/month billed yearly ($249/month billed monthly) for up to 5,000 MAUs, and Scale is $399/month billed yearly ($499/month billed monthly) for up to 10,000 MAUs. Every Formo plan includes unlimited events and visitors, so wallet connects, signatures, and transactions add nothing to the bill.
Addressable uses custom pricing through a demo and publishes no price list. Addressable states that there is no minimum ad budget and accepts credit cards, wire transfers, and crypto payments including USDC and USDT. An Addressable price needs a quote, and any ad spend through Addressable is a media budget on top of analytics.
On Formo, the bill stays the same as events grow and changes only as monthly active wallets grow.
Attribution: ad campaigns vs the full wallet journey
Addressable attribution follows users from Web2 ads to onchain conversions through the Addressable Pixel. Addressable connects X and Reddit ad accounts, supports AppsFlyer and Singular for mobile, and tracks onchain events (token purchases, swaps, mints) and offchain events (site visits, downloads, clicks) to optimize ROAS. Addressable public materials do not list product funnels, retention cohorts by wallet, or app revenue analytics beyond conversions per campaign.
Formo marketing attribution captures UTMs, referrers, referral codes, and campaigns on the first visit, including traffic from ads, and ties them to the wallet that connects. Formo offers first touch and last touch models, so teams can compare the channel that introduced a wallet with the channel that preceded its conversion.
Formo onchain attribution then reports transactions, volume, revenue, and retention by wallet for each channel and campaign. With Formo, a team sees whether wallets from a paid campaign kept transacting weeks later, not only whether they converted once.
When Addressable is the better choice
Addressable is the better choice when the job is paid wallet acquisition. Pick Addressable to run ads that target wallets, with lookalike audiences and retargeting on X, Reddit, and programmatic display. Pick Addressable to screen paid traffic with wallet risk scores that flag Sybil clusters, mixers, and sanctioned wallets. Pick Addressable for social-to-wallet matching that turns wallet segments into targetable audiences.
Addressable also fits teams that want to start paid wallet campaigns with no minimum ad budget, teams that want a wallet intelligence and segmentation API for their own targeting, and fintech teams that need device and wallet risk data. Addressable also offers backtesting on a team’s own data with no integration and no commitment.
Formo is the better fit when the team needs to know whether acquired wallets stay: funnels, flows, retention cohorts, wallet profiles, and revenue tracking for every channel. Formo measures paid campaigns next to organic traffic, so a team can compare the value of each source.
Running Addressable and Formo together
Keep Addressable for wallet-based advertising, audience targeting, and fraud screening, and use Formo to understand what users do after acquisition across product events, retention, wallet intelligence, and revenue. Run both during evaluation. Formo begins collecting new events after you install the SDK; historical Addressable data will not transfer because the tools use different data models.
For a longer look at how Formo and Addressable differ on attribution, wallet intelligence, and pricing, read the full comparison. Read the detailed Formo vs. Addressable analysis.
Add Formo next to Addressable
Add the Formo SDK alongside the Addressable Pixel. The two do not conflict, so the pixel keeps measuring ad conversions while Formo collects new data.
Map what you track
Formo autocaptures pageviews, UTMs, referrals, wallet connects, chain switches, signatures, and transactions. Recreate only the offchain conversion events you set up in Addressable.
