FAQs on Analytics, Onchain Attribution, and Wallet Intelligence
Everything you need to know about Formo, onchain data, and analytics for DeFi apps. Measure what matters and drive growth.
About Formo
What is Formo?
Formo is an analytics and attribution platform built for DeFi apps. It combines product analytics, marketing attribution, and wallet intelligence so teams can understand the complete user journey, from the first website visit to wallet activity, onchain transactions, retention, and revenue.
Who is Formo designed for?
Formo is designed for founders, product managers, growth teams, marketers, and data teams building DeFi protocols and onchain apps. It provides ready-made analytics for everyday questions, along with SQL, APIs, and exports for teams that need deeper analysis.
What problems does Formo solve for DeFi teams?
DeFi user data is often fragmented across websites, apps, wallets, and blockchains. Formo connects these sources so teams can understand where users came from, what they did before connecting a wallet, which transactions they completed, and whether they returned.
Can Formo combine product analytics, marketing attribution, and wallet intelligence?
Yes. Formo brings product events, acquisition data, wallet activity, and onchain data into the same platform. Teams can move from a campaign or product report to the users and wallets behind the result without maintaining separate analytics and wallet intelligence tools.
How is Formo different from Google Analytics?
Google Analytics measures website traffic and standard web events, but it does not natively understand wallets, signatures, smart contract events, or onchain transactions. Formo connects product and marketing activity with wallet identity and blockchain conversions, using first-party, pseudonymous analytics instead of third-party advertising tracking.
Is Formo an alternative to Mixpanel or PostHog for Web3 apps?
Yes. Formo tracks product events, funnels, retention, and cohorts, then adds wallet profiles, onchain activity, and attribution built for DeFi. This gives teams a unified view of what users do in the app and what connected wallets do onchain, without maintaining separate product analytics and wallet intelligence tools.
Product Analytics
What is Web3 product analytics?
Web3 product analytics measures how people use an onchain app across both offchain and onchain interactions. This can include page views, feature usage, wallet connections, signatures, transactions, contract events, volume, revenue, and retention. It helps teams find onboarding drop-off, understand feature adoption, and learn which behaviors drive activation and retention.
How is Web3 analytics different from traditional web analytics?
Traditional analytics primarily measures websites and applications. Web3 analytics must also connect anonymous visitors, wallet identities, and blockchain transactions. Formo is designed to follow this journey from acquisition and product activity through to onchain conversion.
What does Formo track automatically?
After installing a supported SDK integration, Formo can automatically capture page views, sessions, acquisition channels, referrers, UTM parameters, wallet connections, wallet disconnections, chain changes, signatures, and transactions. Exact wallet autocapture depends on the framework and wallet integration.
What custom events can I track?
You can track any meaningful product action, such as a swap, deposit, withdrawal, bridge, mint, vote, claim, or failed transaction. Custom properties can describe values such as the token, chain, pool, amount, volume, revenue, or error.
What reports and dashboards can I build?
Formo includes key metric reports, real-time activity, live visitor views, custom charts, funnels, user flows, retention analysis, AI-generated insights, and SQL Explorer. Reports can analyze visitors, wallets, transactions, volume, revenue, campaigns, devices, countries, and other dimensions.
How can I analyze funnels, activation, retention, and cohorts?
Start by defining the steps that lead to an activation event, such as a landing page visit, wallet connection, token approval, and first transaction. Formo funnels show where users complete or abandon the flow, while retention reports show which cohorts return over time. You can filter both by acquisition source, campaign, referral, device, wallet properties, and other attributes.
Can I use Formo with a mobile or mobile-first DeFi app?
Formo has a React Native SDK for tracking screen views, custom events, wallet activity, and mobile context. The SDK is currently in active development, so teams should contact Formo for access. Android install attribution is available through the Play Install Referrer, while native iOS install attribution requires an additional provider such as Branch or AppsFlyer.
Onchain Attribution
What is onchain attribution?
Onchain attribution connects marketing and product touchpoints with onchain conversions and revenue. It helps teams understand which channels, campaigns, referrals, and product experiences lead to actions such as swaps, deposits, stakes, and other transactions.
How does Formo connect marketing touchpoints to wallet transactions?
Formo captures referrers, UTM parameters, referrals, sessions, and product events before a wallet connects. When the user connects or is identified, Formo links that activity to the wallet and matches subsequent transactions or configured contract events with the earlier journey.
Can Formo track referrals from the first click to an onchain transaction?
Yes. Formo can capture referral parameters when someone visits your website or app and preserve the attribution as they move through the product. When that user later connects a wallet and completes a transaction, the referral can be connected to the conversion.
Which attribution models does Formo support?
Formo currently supports First Touch and Last Touch attribution. First Touch gives credit to the first qualifying touchpoint, while Last Touch gives credit to the most recent qualifying touchpoint before conversion.
Can Formo track the same user across sessions and subdomains?
Yes. Formo uses first-party identifiers to recognize returning visitors, and cross-subdomain tracking is enabled by default for subdomains on the same root domain. Installing Formo on the website and app with the same project key helps preserve attribution across that journey. Wallet addresses or a common user ID can provide deterministic identity after the user identifies themselves.
Why is attribution harder for DeFi apps?
A DeFi conversion can span several environments: a marketing link, website, app, wallet, and blockchain. Users may also change sessions, use multiple wallets, or complete a transaction after returning through another channel. Attribution must connect this fragmented journey without relying on traditional account or advertising identities.
Wallet Intelligence
What is wallet intelligence?
Wallet intelligence turns wallet addresses into useful user and audience insights. It combines activity on your product with public onchain information so teams can understand user value, behavior, lifecycle, holdings, and DeFi activity.
What information is included in a Formo wallet profile?
Depending on availability, a wallet profile can include token balances, net worth, DeFi positions, transaction frequency, wallet age, apps used, linked wallets, lifecycle stage, product activity, attribution, custom properties, labels, public names, and public social identities.
What is Customer 360 for Web3?
Customer 360 for Web3 is a unified view of a user across product activity, acquisition history, wallet identity, and onchain behavior. It helps teams understand both what a user does inside the app and what their wallet activity indicates about their needs and value.
Can I segment users by holdings, DeFi activity, and transaction history?
Yes. Formo segments can combine wallet properties, token holdings, net worth, DeFi behavior, lifecycle stage, product events, contract events, geography, and acquisition data. Teams can create audiences such as high-value traders, new wallets, churned users, or campaign users who completed a specific transaction, then use those segments for research, support, outreach, and retention campaigns.
How does identity resolution work in Formo?
Formo begins with a first-party anonymous identifier. When a wallet connects or an application calls identify(), Formo can associate the earlier activity with the wallet or supplied user ID. Wallets that share a session or common user ID can be grouped into a cluster without using probabilistic device fingerprinting.
Where does Formo get wallet profile data?
Formo combines events collected from your app with public blockchain data and public identity sources such as ENS and other Web3 profile services. The SDK does not automatically collect email addresses, phone numbers, or private social profiles. Customers can also send their own approved user properties through identify events.
Marketing and Growth
How can I measure campaign ROI with Formo?
Formo attributes visitors, connected wallets, transactions, volume, and revenue to referrers, UTM parameters, referrals, and acquisition channels. Teams can compare these attributed outcomes with campaign spend to calculate cost per activated wallet, revenue generated per channel, and return on investment.
Which growth metrics can I track?
You can track visitors, active users, wallet connections, activation and funnel conversion, transactions, volume, revenue, retention, churn, and channel quality. Metrics can be broken down by campaign, channel, referral, country, device, wallet segment, and other dimensions.
Can Formo help calculate CAC and LTV?
Formo can measure attributed users and the volume or revenue they generate over time, providing the inputs needed for LTV analysis. CAC also requires acquisition spend, so teams should combine Formo’s attributed customer counts with their advertising or campaign cost data.
Can Formo identify high-value users?
Yes. Teams can identify users using product revenue, transaction volume, token holdings, net worth, DeFi positions, engagement, lifecycle stage, and custom labels. These users can then be saved as segments for research, support, outreach, or retention campaigns.
Can I compare retention and revenue by acquisition channel?
Yes. Formo can break down revenue and other key metrics by channel, referrer, referral, and UTM parameter. Retention cohorts can also be filtered by acquisition properties, helping teams compare whether users from different campaigns continue to use the product.
Integrations, Privacy, and Getting Started
Which blockchains does Formo support?
Formo analytics supports Ethereum, major EVM networks, and Solana. Wallet profile, contract event, and token-gating availability varies by chain, so teams should check the supported chains table for feature-specific coverage.
Which frameworks and wallet providers work with Formo?
The Web SDK supports Wagmi, React, Next.js, static HTML, Angular, Solana framework-kit integrations, and standard EIP-1193 wallet providers. Supported wallets and embedded wallet platforms include MetaMask, Rainbow, Phantom, Rabby, Privy, Dynamic, Turnkey, Reown, Thirdweb, and others.
How do I install Formo?
Create a project, copy its SDK write key, and install the appropriate Formo SDK or HTML snippet on your website or app. For unified attribution, use the same project and write key across your marketing website and application.
How quickly does data appear in Formo?
Events are ingested and available for real-time activity and querying shortly after they are received. Some aggregated views may be cached, shared dashboards can refresh every few minutes, and AI-generated Insights refresh daily.
Is Formo privacy-friendly?
Formo is designed around first-party, pseudonymous analytics. It does not use third-party tracking cookies or device fingerprinting, and the SDK does not automatically collect email addresses, phone numbers, or private social profiles. Teams should still review their own implementation and legal obligations, especially when using wallet addresses or custom user properties.
Does Formo use cookies, store IP addresses, or fingerprint devices?
Formo uses first-party cookies for anonymous visitor identification and cross-subdomain tracking. The server may receive an IP address in the request, use it to create a daily rotating session hash, and then discard the raw address. Formo does not use third-party cookies or device fingerprinting.
Does Formo have a free plan or trial?
Yes. Formo offers a Free plan, and new workspaces currently receive a seven-day Scale trial. Plan limits and feature availability can change, so the pricing page is the source for current details.
Can Formo help with implementation?
Yes. The documentation includes framework-specific installation guides, event examples, and an AI installation prompt. Teams can also contact Formo support for integration questions, mobile SDK access, chain coverage, or implementation guidance.
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