Live Visitors
How many visitors are currently active on your site or app. It counts unique visitors with a page view in the last 10 minutes. A visitor is counted by their wallet address when one is known, otherwise by their anonymous ID.Visitors
How many unique visitors viewed at least one page of your site or app in the selected period. A visitor with no page view is not counted. A visitor is identified by a persistent visitor ID (their anonymous ID) and is not stitched to a wallet, so this counts distinct visitors rather than connected wallets. In the overview, the Visitors chart shows the daily unique-visitor count (a visitor active on several days adds to each of those days), while the headline number is de-duplicated across the entire selected period, so a visitor active on multiple days is counted only once. Comparable to Google Analytics’ “Active users”.Page Views
How many times a page has been viewed across your site or app.Wallets
Unique wallet addresses with at least one event during the selected period. Any event that carries a wallet address counts, for example a page view after connect, a transaction, or an onchain contract event, so no session is required. Days are UTC calendar days. We also collect other wallet details, such as the wallet address, wallet type, and wallet profiles.Transactions
How many transactions have been made across your site or app.Volume
Total transaction volume (USD) tracked through your custom events, for example the dollar value of a swap.Revenue
Total revenue (USD) tracked through your custom events, for example a protocol fee.Sessions
A session (also known as a visit) is a set of actions that a user takes on your site. Formo counts unique session IDs. With the web SDK, each visitor’s session is counted once per day, so one visitor can have multiple sessions across days. Only sessions with at least one page view are counted.Session Duration
Session duration measures the observed active time a visitor spends during a single visit (session).How It’s Calculated
- Per-page gaps: The system measures the time between consecutive page views in a session. Other events, such as wallet connects or transactions, do not add to the duration.
- Active time only: It sums those gaps but ignores any gap longer than 30 minutes (1800 seconds); long inactivity is treated as the visitor leaving, not as time on site.
- Per-session duration: Adding the counted gaps gives the session’s active duration. A session with a single page view has a duration of 0.
- Averaging: To get the average session duration shown in your reports, the system adds up all individual session durations and divides by the number of sessions.
What This Means For You
- The reported average session duration gives you a reliable measure of how long people typically engage with your site.
- Longer average sessions generally indicate more engaging content.
- This metric helps you understand if changes to your site are improving user engagement over time.
- Note: The system can only measure activity it can see - when someone views a page or clicks something. If a visitor reads a long article without interacting further, the system can’t detect this “passive” time. This is a standard limitation in all web analytics platforms.
Bounce Rate
The bounce rate is the percentage of sessions that bounce, measured over sessions (not unique visitors). Formo counts a “bounce” when a session has a single pageview and no engagement events. There is no time threshold. Engagement events are wallet connects (connect), transactions (transaction), tracked custom events (track), and smart contract events (decoded_log).
Channels
The acquisition channel that brought a session to your app. Every session is assigned to exactly one of 13 channels when its events are ingested, using a priority-ordered ladder over referrer domain,utm_source, utm_medium, and 8 ad-platform click IDs (gclid, gad_source, fbclid, msclkid, ttclid, twclid, li_fat_id, rdt_cid). The channel is stored on the event, so queries read it back without recomputing.
A session has a paid signal when any of the following is true:
utm_medium is one of cpc, cpm, cpv, cpa, ppc, paidsearch, paidsocial, sem, retargeting; utm_medium starts with paid; or any of the 8 click IDs above is non-empty. Same-domain referrers (e.g. blog.example.com referred from app.example.com) are stripped before classification so internal navigation rolls up to Direct instead of Referrers.
Ad click IDs without a recognized source: when a session carries an ad click ID but matches none of rules 1 to 6, the click ID sets the channel before Paid Other is checked. Google and Microsoft click IDs (gclid, gad_source, msclkid) go to Paid Search. Meta, TikTok, X, LinkedIn and Reddit click IDs (fbclid, ttclid, twclid, li_fat_id, rdt_cid) go to Paid Social.
Referrers
How many users are referred to your site or app by a particular source such as a search engine, social media platform, etc. Referrers are the statistics for the referring site. The data is extracted from the Referrers (with a r) HTTP header and may not be set by the browser. In these cases it will be listed as unknown.UTM parameters
How many users come to your site or app from a particular source. We track these UTM codes:utm_source(e.g.: google.com)utm_medium(e.g.: search)utm_campaign(e.g.: summer_sale)utm_contentutm_term
Referrals
How many users are referred to your site or app by a particular user. We use theref query parameters to track referrals.
Countries
Countries are the statistics for the country of origin of the visitors.Devices
How many users are using a particular device such as desktop, mobile, tablet, etc. Formo identifies known crawlers and automated clients from their user agent and labels them with the device type Bots. Bot traffic is not removed from Visitors, Sessions, or Bounce Rate. To leave it out, add a Device filter that excludes Bots.Browsers
Browser is the statistics of the browser used by the visitor. It is extracted from the User-Agent header.OS
Shows the operating systems used by your visitors.First Seen
The date and time when a user or wallet was first observed interacting with your app.Last Seen
The most recent date and time when a user or wallet was observed interacting with your app.User lifecycle
The lifecycle stage of each wallet or visitor (New, Returning, Power user, At Risk, Churned, or Resurrected), computed from their activity recency and frequency relative to a reference date. See User Lifecycle for the exact rules and thresholds for each stage.New Users
Users who visit your site or app for the first time within the selected time period.Returning Users
Users who have visited your site or app in previous time periods and return within the current period.At Risk Users
Previously active users whose activity has slowed but who haven’t churned yet: last seen at least 14 days ago, fewer than 5 active days in the last 30 days, and no 30+ day gap, with at least 1 active day in the prior 30 to 60 days.Churned Users
Users with no activity within the project’s churn window.Resurrected Users
Users who were previously active, became inactive for a period of time, and then return after being inactive.Events
Events are user-defined custom events. They have a name and optional metadata key/value pairs. When you expand the activity feed, you can view and filter the metadata. Metadata can be anything. For example, you can define aSwap Completed event and track the swap pair as the metadata field pair=ETH/USDC.