Glossary

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Glossary: Web Analytics

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.

What is Web Analytics?

Web Analytics Explained

Imagine owning a shop and being able to count everyone who walks in, see which aisle they visit first, how long they stay, and what made them leave.

Web analytics does that for a website. It records where visitors come from, which pages they view, how long they stay, and what actions they take.

For a Web3 team, web analytics covers the offchain half of the user journey, everything that happens before a visitor connects a wallet. Combined with onchain data, it shows the full path from first visit to first transaction.

What Web Analytics Means For

Audience	Use Case
Marketing and growth teams	Measure which channels and campaigns drive traffic, and how visitors convert into signups or wallet connections
Product and content teams	Understand which pages engage visitors, where they drop off, and what content drives action
Web3 founders and analysts	Track the offchain part of the user journey and connect it to onchain outcomes for full-funnel visibility

Examples

A protocol's marketing team uses web analytics to discover that a single documentation page drives more wallet connections than the homepage, and redesigns its navigation accordingly.
A content team compares bounce rates across blog posts to identify which topics keep readers engaged.
A growth team tracks UTM-tagged campaign traffic and measures which channel delivers visitors that actually convert.
A Web3 team pairs web analytics with onchain data to see that organic search visitors transact at twice the rate of paid social visitors.

FAQs

What is the difference between web analytics and product analytics?

Web analytics measures site traffic and page behavior. Product analytics goes deeper into how users interact with features and flows inside the product itself.

What is the difference between web analytics and Web3 analytics?

Web analytics relies on sessions and cookies to track site visitors. Web3 analytics extends this by using wallet addresses as persistent identifiers and connecting offchain behavior to onchain activity.

What metrics does web analytics track?

Common metrics include visitors, pageviews, sessions, bounce rate, session duration, traffic sources, and conversion rate.

Does web analytics still work without third-party cookies?

Yes. Modern privacy-friendly analytics tools use first-party measurement and cookieless techniques, and in Web3 the wallet address replaces the cookie as the persistent identifier.

What web analytics tools work for Web3 products?

General tools like Google Analytics track web traffic but stop at the wallet. Platforms like Formo unify web analytics with wallet connections and onchain transactions in one view.

Related Terms

A/B Testing

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

Account Abstraction

Account abstraction is an approach that turns blockchain accounts into programmable smart contract wallets, enabling features like gasless transactions, social recovery, session keys, and paying fees in any token.

Activation Rate

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.