Crypto Data Glossary

An experiment that compares two versions of a page, feature, or campaign to see which performs better.

Account abstraction makes account authorization and execution programmable. Ethereum ERC-4337 and EIP-7702 support different smart-account patterns; sponsored fees and recovery depend on implementation.

Activation rate is the percentage of new users or wallets that complete a key activation milestone, such as a first transaction, out of all users who signed up or connected within a given period.

Active users are distinct people, accounts, visitors, wallets, or clusters that complete a meaningful action in a chosen period. Be clear about which identity is counted and what qualifies as active.

Browser software or extension that blocks ads and, often, third-party tracking scripts.

An address is a unique string of letters and numbers that identifies where crypto assets, transactions, or smart contracts can be sent or found on a blockchain.

ABI stands for Application Binary Interface. In blockchain, it is a file or format that tells apps how to read, call, and interact with a smart contract.

ARPU (Average Revenue Per User) is a metric that measures the average revenue a business earns from each user or active wallet over a specific time period.

An attribution model sets the rule for assigning conversion credit to touchpoints in a user’s journey. First-touch and last-touch credit one interaction; multi-touch can distribute credit across several. These are crediting rules, not proof of causation.

An attribution window is the period during which an eligible marketing touchpoint can receive credit for a later outcome. Its length and rules determine which first-touch or last-touch interactions remain eligible.

An automated market maker (AMM) lets people trade tokens through smart contracts and liquidity pools instead of matching orders on a traditional order book. The pool’s pricing formula sets each trade’s rate.

Formo average session duration estimates active time from tracked event gaps. Gaps over 30 minutes are excluded; passive time without events is not measured.

Behavioral analytics is the process of tracking and analyzing what users do inside a product, website, app, or platform to understand their actions, patterns, preferences, and drop-off points.

A block is a bundle of blockchain data, usually containing transactions, that gets added to a blockchain in order and linked to the blocks before it.

A block explorer is a tool that lets anyone search and inspect blockchain data, including transactions, wallet addresses, blocks, and smart contracts.

A blockchain is a digital record system that stores information in connected blocks, where each block is linked to the one before it and shared across a network of computers.

Blockchain nodes are computers that connect to a blockchain network, store or verify blockchain data, and help keep the network running correctly.

Bot filtering identifies automated activity so teams can analyze human app use more clearly. Web crawlers and automated onchain wallets need different rules and should not be treated as the same kind of bot.

Non-human visits to a site or app generated by automated scripts, crawlers, or bad actors.

Formo bounce rate counts sessions with one pageview, no engagement event, and under 10 seconds of observed activity.

A bridge is a tool that lets users move crypto assets, data, or messages from one blockchain network to another.

Builder Codes (ERC-8021) add a builder or app identifier to supported EVM transaction calldata. They can help trace transaction origin, but do not provide campaign attribution.

Burning is the act of permanently removing tokens from circulation, typically by sending them to an inaccessible address or destroying them via a smart contract, reducing the asset's total supply.

Campaign-level attribution aggregates eligible wallets and outcomes under a campaign using consistent UTM, referral, partner, model, and attribution-window rules.

A Chain ID is a unique number that identifies a specific blockchain network, helping wallets, apps, and transactions know which chain they are interacting with.

Churn rate is the percentage of users or customers who stop using a product, service, app, or platform during a specific period of time.

The percentage of people who click a link, ad, or CTA out of everyone who saw it.

Cohort analysis groups users or wallets by a shared starting point—such as signup, first swap, or first deposit—and tracks their behavior over time. Teams compare retention, activity, and revenue across groups.

A cohort retention curve plots the percentage of a user cohort that remains active over time since joining, showing how quickly users decay and whether a stable core of retained users forms.

A conversion event is the defined action that counts as success in an analysis, such as a connected wallet, completed deposit, or confirmed swap.

Conversion rate shows what share of a defined group completes an action, such as connecting a wallet, depositing funds, or completing a swap in a DeFi app.

A conversion window is the time allowed to complete a funnel after entry. It differs from an attribution window, which limits how far back a touchpoint may receive credit.

A small piece of data stored in a browser to remember information about a visitor across page loads or sessions.

Cookieless analytics is the measurement of user behavior without third-party cookies, using alternatives such as first-party data, privacy-preserving aggregation, or wallet addresses as persistent identifiers.

Cost per click (CPC) is ad spend divided by the number of recorded clicks. For crypto apps, teams often compare it with the cost of acquiring a connected wallet or a user who completes an onchain action.

Customer 360 is a unified view of a single user that merges every data source, onchain activity, product usage, web sessions, socials, and support history, into one complete profile.

Customer Acquisition Cost, or CAC, is the average amount a business spends to acquire one new customer, including costs like marketing, sales, advertising, tools, and campaign expenses.

Customer health scores are metrics that show how likely a customer is to stay, grow, renew, or churn based on signals like product usage, support activity, satisfaction, and account behavior.

CLV stands for Customer Lifetime Value. It estimates the total revenue or profit a business expects to earn from a customer over the entire relationship with that customer.

Customer personas are fictional profiles that represent key types of customers a business wants to understand, reach, and serve. They summarize traits such as goals, needs, behaviors, pain points, and buying motivations.

Daily active users counts distinct users, visitors, wallets, or wallet clusters that perform a chosen action each day. The number depends on the identity and activity rules a team uses.

DAO stands for Decentralized Autonomous Organization. It is a group that uses blockchain-based rules, tokens, and voting systems to make decisions without relying on one central leader.

dApp analytics combines in-app events with wallet connections and blockchain transactions to show how people use a decentralized application, where they drop off, and which actions lead to onchain activity.

Data collection is the process of gathering information from different sources so it can be stored, analyzed, and used to understand behavior, measure performance, or make decisions.

A data pipeline is an automated process that extracts data from sources such as blockchains or apps, transforms it into a consistent structure, and loads it into a destination like a data warehouse for analysis.

A legal contract defining how a vendor may process personal data on behalf of a company.

A data warehouse is a centralized system for storing structured data from multiple sources, such as onchain events, product usage, and marketing data, so it can be queried and analyzed together.

A decentralized application, or dApp, is an app that runs on a blockchain or decentralized network, using smart contracts instead of relying only on a central company-controlled server.

DeFi stands for decentralized finance. It refers to financial apps and services built on blockchains that let people trade, lend, borrow, save, or earn yield without relying on traditional banks or brokers.

DeFi analytics combines protocol events, wallet activity, liquidity, fees, and app data to explain how a DeFi app is used and how its protocol is performing.

A DeFi portfolio is the complete set of assets and positions a wallet holds across DeFi protocols, including token balances, staked assets, liquidity positions, and loans.

A DeFi protocol is a decentralized application built on smart contracts that provides financial services such as trading, lending, borrowing, or staking, without relying on a traditional bank or intermediary.

DEX stands for decentralized exchange. It is a crypto exchange that lets users trade tokens directly from their wallets without relying on a central company to hold their funds.

Visits with no identifiable referring source, typically from typed URLs, bookmarks, or untracked links.

A dormant wallet is a wallet address that previously interacted with a protocol but has shown no activity for a defined period, signaling a churned or at-risk user.

Drop-off rate is the percentage of users who abandon a flow between one step and the next, such as between landing on a site and connecting a wallet, or between connecting and completing a first transaction.

An EIP (Ethereum Improvement Proposal) is a formal design document that proposes new features, standards, or processes for the Ethereum network, which the community reviews and debates before adoption.

An embedded wallet is a wallet created inside an application, typically via email or social login, that removes the need for users to install a wallet extension or manage a seed phrase to get onchain.

ENS stands for Ethereum Name Service. It is a naming system that turns long Ethereum wallet addresses into readable names, such as alice.eth.

Entity labeling is the process of tagging blockchain wallet addresses with identifying information, such as whether they belong to an exchange, market maker, bot, or known individual, to make raw onchain data more meaningful.

ERC stands for Ethereum Request for Comment. It is a proposal format used to suggest new standards for Ethereum, including token standards, smart contract rules, and other developer guidelines.

ERC-20 is Ethereum’s standard interface for fungible tokens. It defines common functions for balances, transfers, and approvals; it does not guarantee a token’s value or safety.

ERC-721 is Ethereum’s standard for non-fungible tokens. Each token ID is distinct within its contract, which is why the standard is commonly used for NFTs and other unique digital items.

Event tracking is the practice of recording specific user actions, such as clicks, signups, wallet connects, and transactions, as structured events with properties, forming the foundation of behavioral analytics.

EVM stands for Ethereum Virtual Machine. It is the computing environment that runs smart contracts on Ethereum and other EVM-compatible blockchains, making sure every node reaches the same result from the same transaction.

Faucets are tools or programs that give users small amounts of tokens or test tokens, usually for free, so they can try a blockchain network, complete basic actions, or start using a crypto product.

Feature usage rate is the share of an eligible user or wallet group that completes a defined feature action in a stated period.

A cookie set directly by the website a visitor is on, rather than by a third-party domain.

First-touch attribution gives conversion credit to the earliest recorded eligible interaction in a user’s journey, such as a referral or campaign visit. It helps compare discovery channels but does not prove causation.

Funnel analytics shows how users or wallets move through a sequence of steps, from visiting an app to completing an action such as a deposit or swap. It highlights where they convert or drop off.

Gas fees are payments users make to compensate a blockchain network for the computational resources required to process and validate their transactions.

Growth analytics is the process of measuring, analyzing, and interpreting user behavior data to understand what drives acquisition, activation, retention, revenue, and expansion for a product or business.

A growth loop is a self-reinforcing mechanism where the output of product usage feeds back into acquiring more usage, such as liquidity attracting traders whose fees attract more liquidity.

A high-value wallet is an address or wallet cluster that exceeds a documented value threshold based on product revenue, balances, activity, retention, strategic fit, or a composite score.

Identity resolution links sessions, accounts, and wallet addresses into a unified analytical identity using explicit or probabilistic evidence while recording confidence, consent, and privacy limitations.

Impermanent loss is the difference between the value of assets supplied to a liquidity pool and what they would have been worth outside it as token prices change. Fees and rewards can offset some or all of the difference.

An incentive campaign is a time-bound program offering rewards like tokens or fee discounts to encourage specific user actions, such as deposits or referrals.

Incentivized liquidity is the practice of offering additional token rewards or financial incentives to users who deposit assets into a protocol's liquidity pools, encouraging them to provide the liquidity the protocol needs to function effectively.

An indexer is a service that reads raw blockchain data, organizes it into structured, queryable form, and serves it to applications, making onchain data fast to search and analyze.

A numerical label assigned to a device on a network, often used to approximate a visitor’s location.

A standalone page designed to receive traffic from a specific campaign and drive a single conversion goal.

Last-touch attribution credits a conversion to the latest eligible recorded touchpoint before it, helping teams study closing activity while accounting for identity gaps and attribution windows.

Lifecycle refers to the stages a user moves through with a product, from first interaction to loyal user or churn, and the strategies applied at each stage.

Linked wallet addresses are associated under explicit or inferred rules. The link can support analysis but does not prove that one person controls every address.

Liquidity refers to how easily an asset can be bought or sold in a market without significantly affecting its price, reflecting the depth and availability of buyers and sellers at any given time.

Liquidity bootstrapping is the process of attracting the initial liquidity a new DeFi protocol needs to function, typically through incentive programs, partnerships, or specialized launch mechanisms.

Liquidity mining is an incentive program where a protocol rewards users with tokens for depositing assets into its liquidity pools or markets, used to bootstrap liquidity and attract early users.

A liquidity pool is a smart contract that holds tokens so a DeFi app can support trades, lending, or other financial activity. Its rules determine how prices, fees, and withdrawals work.

A liquidity provider (LP) is a user or entity that deposits assets into a protocol's liquidity pools or markets, enabling trading, lending, or borrowing in exchange for a share of fees or rewards.

A real-time count of visitors currently active on a site or app.

LTV (lifetime value) is the total revenue a user, customer, or wallet is expected to generate over their entire relationship with a product, used to judge how much a business can afford to spend acquiring users.

The LTV:CAC ratio compares the lifetime value a user generates against the cost of acquiring them, measuring whether growth spend is profitable and how efficiently a product converts acquisition into value.

Mainnet is the live, fully operational version of a blockchain network where real transactions are processed, real assets have value, and all activity is permanently recorded on the actual chain.

Marketing analytics is the practice of measuring and analyzing the performance of marketing channels, campaigns, and content to understand what drives acquisition and conversions, and to allocate budget effectively.

Mercenary capital is liquidity or trading activity that enters a protocol purely to capture token incentives and exits as soon as rewards end or better yields appear elsewhere.

Minting is the act of creating a new token or NFT on a blockchain, writing it into existence onchain and assigning it to a wallet, thereby increasing the asset's supply.

Multi-touch attribution is an attribution method that distributes credit for a conversion across multiple marketing touchpoints in a user's journey, rather than assigning all credit to a single interaction.

A multisig (multi-signature) wallet is a wallet that requires multiple private keys to approve a transaction, such as 2-of-3 or 3-of-5, removing any single point of failure in controlling funds.

Offchain refers to any data, activity, or process that occurs outside of a blockchain network, stored and managed by centralized systems or external infrastructure rather than being recorded directly on-chain.

Onchain refers to any data, transaction, or activity that is recorded and executed directly on a blockchain, making it permanently visible, verifiable, and immutable without reliance on any external or centralized system.

Onchain analytics turns blockchain activity—transactions, contract events, and wallet interactions—into insight about how a protocol or DeFi app is used.

Onchain attribution connects a recorded marketing source, such as a campaign or referral, to a later wallet action like a confirmed swap. Results depend on how sessions, wallets, and time windows are linked.

A blockchain oracle is a service that connects smart contracts to real-world external data, such as asset prices, weather conditions, or event outcomes, enabling on-chain applications to react to information that exists outside the blockchain.

Unpaid traffic that arrives from search engine results, as opposed to paid ads.

A single instance of a page or screen being loaded and viewed by a visitor.

Personally identifiable information (PII) is information that identifies a person, alone or combined with other data. A wallet address may become identifying when linked with account, device, or behavior data.

A points program rewards defined actions or behaviors with points that may affect future eligibility or incentives. Points are not tokens and do not guarantee an airdrop.

A private key is a secret cryptographic code that proves ownership of a blockchain wallet and authorizes its transactions; anyone who holds it has full control of the wallet's assets.

Product analytics is the practice of collecting and analyzing data about how users interact with a product to understand behavior, measure feature performance, and make evidence-based decisions that improve the user experience and drive growth.

Product metrics are quantifiable measurements used to evaluate how well a product is performing, how users are engaging with it, and whether it is delivering value in ways that support business growth.

Proof of personhood is a verification method that confirms a user is a real, unique human, without necessarily revealing their identity, used to prevent bots and sybil attacks in onchain systems.

Protocol revenue is the income a protocol keeps from fees or other sources under its accounting rules. It differs from gross fees, trading volume, and token rewards.

A public key is a cryptographic code derived from a wallet's private key that can be shared openly, used to receive assets and verify that transactions were signed by the matching private key.

A referral is when an existing user directs a new user to a product or platform, typically through a unique link or code, and both parties may receive an incentive when the new user completes a qualifying action.

A referrer or source is the origin point that directed a user to a website or application, identifying which channel, platform, or specific page sent that traffic.

Retention rate is the percentage of users or customers who continue using a product, app, service, or platform over a specific period of time.

A measure of the profit generated by a campaign or investment relative to its cost.

Revenue analytics shows how a product or protocol earns money across fees, spreads, subscriptions, and other sources. In DeFi, it helps separate revenue kept by the protocol from trading volume and token incentives.

Revenue attribution connects product or protocol revenue to recorded acquisition sources, such as campaigns or referrals. The result depends on how revenue, identity, and attribution windows are defined.

Revenue per wallet (RPW) is protocol or product revenue divided by the number of distinct eligible wallets during the same period, using a documented wallet and revenue definition.

RPC (Remote Procedure Call) is a protocol that lets applications send requests to a blockchain node to read data, query contract state, or submit transactions.

A seed phrase is a sequence of 12 to 24 words generated by a crypto wallet that serves as the master backup for all of its private keys, allowing the wallet to be restored on any compatible device.

Segmentation divides an audience into groups defined by shared properties or behavior so teams can compare performance, personalize experiences, and target actions with rules that remain interpretable and measurable.

Recording analytics events from a server rather than relying on a script running in the visitor’s browser.

A Formo analytics session groups events under a session ID. Web IDs rotate daily; mobile sessions expire after 30 minutes of inactivity.

A smart contract is a self-executing program stored on a blockchain that automatically enforces and carries out the terms of an agreement when predetermined conditions are met, without requiring a third party to oversee or authorize it.

Smart contract events are logs recorded when a contract emits data during a transaction. Analytics tools decode them to track actions such as swaps or deposits, but an event alone does not prove the intended outcome succeeded.

Social data is information users generate on social platforms, such as posts, comments, and engagement, analyzed to understand audience behavior and trends.

Solidity is a statically typed, high-level programming language designed specifically for writing smart contracts that run on the Ethereum Virtual Machine (EVM) and other EVM-compatible blockchains.

SQL (Structured Query Language) is a programming language used to query, filter, and analyze structured data stored in databases and data warehouses, including onchain and protocol analytics data.

Stablecoins are tokens designed to track a reference asset, often the U.S. dollar. Their reserves and redemption rules vary, and a stablecoin can lose its peg.

Staking commits or delegates tokens under a network’s rules, often to help secure a proof-of-stake blockchain. Rewards, lockups, and penalties depend on the protocol.

A sybil wallet is a blockchain wallet address created as part of a coordinated scheme where one person or entity operates multiple fake wallets to manipulate on-chain systems, game incentive programs, or inflate activity metrics.

A testnet is a test version of a blockchain network where developers and users can deploy contracts and run transactions using valueless test tokens before launching on mainnet.

A TGE (Token Generation Event) is the moment a project's token is created and distributed onchain for the first time, becoming claimable and tradable by early users, investors, and the community.

A cookie set by a domain other than the site the visitor is currently on, often used for cross-site tracking.

The amount of time a visitor spends on a single page before navigating away.

Time to first transaction measures how long it takes a user or wallet to complete its first successful onchain transaction after a defined starting point, such as signup, wallet connection, or app activation.

A token balance is how much of a token an address holds at a given block or time. Identify the token by its chain and contract, since names and symbols can overlap.

Token emissions are the new tokens a protocol releases into circulation over time, typically as rewards for liquidity providers, stakers, or users, governed by an emission schedule.

A token-gated form is a form, survey, or waitlist that requires respondents to connect a wallet and meet onchain criteria, such as holding a specific token or NFT, before they can access or submit it.

Tokenomics describes how a token is issued, distributed, and used, including its supply, vesting, emissions, and incentives. These rules shape participation and governance, but do not predict price.

Tokens are blockchain assets defined by contracts or protocol rules. Their meaning and balances depend on the chain, contract address, token standard, and whether they are held in a wallet or protocol position.

A touchpoint is a recorded interaction that may precede a conversion, such as a campaign visit or referral. Attribution rules determine which touches qualify for credit.

The category of source that brought a visitor to a site or app, such as organic search, social, direct, or referral.

A transaction is an action recorded on a blockchain, such as sending tokens, swapping assets, minting an NFT, or interacting with a smart contract.

Transaction frequency counts qualifying transactions per address, cluster, or user during a defined period. State which chains and transaction statuses are included.

A wallet’s transaction history is the sequence of its recorded blockchain transactions, including transfers, swaps, and contract interactions. Coverage and decoded details vary by chain and data source.

Total value locked (TVL) estimates the value of assets held in a protocol’s supported contracts at a given time. Coverage, prices, and accounting rules affect the total; TVL does not measure revenue or safety.

Unique active wallets counts distinct addresses that performed a defined action during a period. It can show onchain engagement, but an address count is not a count of people.

A unique visitor is a distinct visitor ID counted once during a time period. Formo’s visitor ID is anonymous and does not automatically identify or connect a visitor to a wallet.

User acquisition is the process of attracting new users to a product, app, platform, or service through channels such as ads, referrals, content, partnerships, search, or community campaigns.

User activation is the moment a new user completes a key action that signals they have experienced the core value of a product for the first time.

User analytics is the process of collecting and analyzing data about how people interact with a product to understand behavior patterns, measure engagement, and inform decisions that improve the user experience and drive growth.

A User ID is a unique identifier assigned to a user, account, wallet, or profile so a system can recognize and track that same user over time.

User onboarding helps new users understand a product and reach an early value milestone. In crypto products, the path may include wallet setup, network selection, funding, signing, and a confirmed transaction.

A user profile is a structured collection of data about an individual user that aggregates their identity information, behavioral history, preferences, and activity within a product to create a unified view of that user.

User retention is the practice of keeping users actively engaged with a product over time, measured by how many users return after their first visit or transaction rather than churning.

A UTM parameter is a short piece of code added to the end of a URL that allows marketers to track where website traffic comes from and how users arrive at a page through specific campaigns, channels, or sources.

A validator is a participant in a proof-of-stake blockchain network that is responsible for verifying transactions, proposing new blocks, and maintaining the integrity of the chain in exchange for staking rewards.

Volume is the total amount of activity, value, or units traded, transferred, sold, or processed during a specific period of time.

Volume analytics measures the value moved through transactions or protocol actions over time. Teams can break it down by chain, asset, or wallet segment, and should keep it separate from revenue.

Volume attribution links trading or protocol volume to a recorded source, such as a campaign or referral. Results depend on the events, identity links, and time window used in the model.

Wallet activation is the moment a connected wallet completes its first meaningful onchain action with a protocol, such as a first swap or deposit, marking its transition from passive visitor to active user.

Wallet activity describes the transactions and contract interactions observed for an address over time. Analysts often group it by chain, action, and whether the transaction succeeded.

A wallet address is a public identifier for a blockchain account. It can receive tokens and appear in transactions, but it does not by itself reveal who controls it.

Wallet age estimates the time since an address was first observed on supported chains; it measures address history, not a person's age or app tenure.

Wallet analytics studies activity tied to blockchain addresses, including transactions, token holdings, and protocol interactions. Teams use it to understand wallet behavior and engagement with crypto apps.

Wallet clustering groups addresses that may be controlled by the same user or entity, using explicit links or behavioral signals. Clusters can help analyze activity, but they are not verified identities.

A wallet connection makes a public account available to an app. It does not expose private keys or by itself approve a transaction or token allowance.

Wallet intelligence adds context to blockchain addresses by combining onchain activity with permitted app data and labels. Useful profiles show data sources, freshness, and confidence without treating addresses as real-world identities.

Wallet labels add context to blockchain addresses, such as identifying an exchange, protocol, or activity pattern. Their source and confidence matter; a label is not proof of who controls an address.

Wallet net worth estimates the market value of supported token balances and protocol positions for an address or cluster at a stated time; coverage and pricing rules affect the total.

A wallet profile brings together data about a blockchain address or wallet cluster, such as token balances, protocol activity, and labels. Good profiles show where the data came from and how fresh it is.

Wallet segmentation groups addresses or wallet clusters using product behavior, lifecycle, net worth, holdings, protocols, chains, labels, and transaction history for analysis or action.

Wallet-level attribution connects a source, channel, campaign, partner, or referral to a specific wallet and the wallet's later product or onchain outcomes.

A crypto wallet uses keys to access blockchain accounts and sign messages or transactions. In analytics, distinguish the wallet app from its address: one wallet may manage several addresses.

Web analytics is the collection, measurement, and analysis of website traffic and visitor behavior, including pageviews, sessions, referrers, and conversions, used to understand how people find and use a website.

Web2 is the current era of the internet, defined by centralized platforms that host user-generated content, own user data, and monetize attention through advertising and subscriptions.

Web3 is a broad term for internet services that incorporate blockchains, wallets, tokens, or smart contracts. It does not guarantee decentralization, privacy, or user control.

Crypto app analytics combines product events with public blockchain data to show how people discover, connect to, and use apps. Wallet addresses can help link activity, but one address does not always equal one person.

A whale is an individual or entity that holds a large enough amount of a cryptocurrency or digital asset to have the potential to influence its market price through their trading activity.

Yield farming is the practice of deploying crypto assets across DeFi protocols to earn returns in the form of interest, trading fees, or token rewards.

A zero-knowledge proof (ZKP) is a cryptographic method that allows one party to prove a statement is true without revealing any information beyond the truth of that statement itself.