Dashboard Templates
This onchain attribution dashboard template includes 9 charts that connect campaigns, channels, referrers, wallets, conversion, and revenue.
Onchain attribution ties each wallet back to the campaign, channel, or referrer that first brought it, and to the revenue it later produced. It answers a question click analytics can’t: which campaign brought the wallet that actually connected, transacted, and paid, not just which campaign drove traffic.
Attribution is harder in web3 than in web2 because the journey spans two worlds. The click happens off-chain in a browser, the conversion happens on-chain in a wallet, and the two are joined by a wallet connect in between. First-party, wallet-level attribution stitches that path together so you can measure ROI by campaign, channel, and referrer instead of guessing. See the difference between first-touch and last-touch attribution for how credit is assigned.
Charts included and how they are calculated
Attributed Wallets: counts distinct wallets with a non-empty first-touch UTM source whose first-seen timestamp falls within the selected date range.
Wallets by First-Touch Campaign: groups first-seen wallets in the selected date range by their first UTM campaign and ranks campaigns by wallet count.
Revenue by Channel: sums revenue generated in the selected date range and groups it by the wallet’s attributed acquisition channel.
Daily Wallet Connections by Channel: counts distinct connecting wallets per day and acquisition channel within the selected date range.
First-Touch vs Last-Touch by Campaign: groups wallets first seen in the selected date range by first- and last-touch campaign, with wallet and revenue totals.
Top Referrers by Wallets: ranks first-touch referrer domains by acquired wallet count and revenue.
Top Referrals by Wallets: ranks referral codes by distinct acquired wallets and revenue.
Wallets by Referral Channel: counts connecting wallets by classified acquisition channel, including the Referrals channel.
Campaign Conversion Funnel: measures Page → Connect → resolved Transaction in a two-day closed funnel with a first-touch UTM-source breakdown; when no transaction is observed, it safely shows Page → Connect.
Use this dashboard to see which campaigns, channels, and referrers bring the wallets that convert, and what they’re worth.
How to build this dashboard
Install the Formo SDK in your app and tag your campaign links with UTM parameters, so every inbound wallet carries a source.
In Formo, create a board and add the Onchain Attribution template from the template gallery.
The charts populate with your own wallets, campaigns, and revenue — edit any chart’s filters or query to match your funnel. For the full setup, see onchain attribution.
Related dashboards
Active Wallets Dashboard — the active-wallet base your campaigns are growing
Wallet Churn & Dormancy Dashboard — whether the wallets you acquired actually stay
Frequently Asked Questions
1. What is onchain attribution?
Onchain attribution links an on-chain action, such as a wallet connect, swap, or deposit, back to the off-chain marketing touch that drove it, such as a campaign, channel, or referrer. It lets teams measure marketing ROI in wallets and revenue rather than clicks.
2. How is onchain attribution different from web2 attribution?
In web2 the click and the conversion both happen in the browser, so a cookie or pixel can join them. In web3 the conversion happens on-chain in a wallet, so attribution has to stitch the browser session to the wallet address through a wallet connect event.
3. What is the difference between first-touch and last-touch attribution?
First-touch credits the campaign that first brought a wallet; last-touch credits the campaign active just before it converted. First-touch shows what fills the top of the funnel, last-touch shows what closes. This dashboard shows both side by side.
4. How do you attribute revenue to a campaign in crypto?
You tag inbound links with UTM parameters, capture the wallet connect that follows, and carry the campaign forward to any revenue that wallet later generates. Revenue by channel and campaign then comes from summing per-wallet revenue grouped by its attributed source.
5. What charts are included in the Onchain Attribution Dashboard and how are they calculated?
This template includes 9 charts: Attributed Wallets, Wallets by First-Touch Campaign, Revenue by Channel, Daily Wallet Connections by Channel, First-Touch vs Last-Touch by Campaign, Top Referrers by Wallets, Top Referrals by Wallets, Wallets by Referral Channel, Campaign Conversion Funnel. The chart list above explains each calculation, and date-filtered charts use the selected dashboard date range.
6. What is the Campaign Conversion Funnel measuring?
It measures how many wallets move from page view to wallet connect to transaction within the conversion window, broken down by UTM source, so you can see which campaigns convert wallets end to end rather than just driving connects.
7. What setup is required to use the Onchain Attribution Dashboard?
None beyond tagging your campaign links with UTM parameters. Formo captures page views, wallet connects, transactions, and referrers automatically once the SDK is installed, and stitches them to wallets for you.
8. What does channel mean in this dashboard?
Channel is the classified acquisition source of a wallet, such as organic search, paid social, referrals, or direct. Formo classifies each session into a channel from its referrer and UTM parameters, so revenue and connections can be split by channel automatically.
9. Why do first-touch and last-touch campaigns disagree?
A wallet often discovers you through one campaign and converts through another, so the campaign that opened the relationship differs from the one active at conversion. The disagreement is the point: it shows which campaigns are discovery drivers and which are closers.
10. Who should use the Onchain Attribution Dashboard?
Growth and marketing teams at crypto and DeFi apps that spend on campaigns and need to know which ones bring wallets that actually transact, without building a custom wallet-level attribution pipeline.