This corresponds to the Overview page in the Formo dashboard.
Visitors, wallets, transactions
Measure the number of visitors, wallets, and transactions to discover which tactics drive product adoption and growth.
Breakdown by referrer
See what’s moving the needle with a breakdown of your metrics by referrers. Easily understand where your onchain users come from and how they find you.
Session duration
See the average session duration of visitors and users on your app. Understand how long users spend engaging with your product.
Bounce rate
Track your bounce rate to understand how many visitors leave after viewing only one page. A high bounce rate may indicate issues with your landing page or user experience.
Pages
See the top pages that your users are visiting. See which pages are driving the most traffic and conversions.
Entry and exit pages
View Entry and Exit page analytics for your site and app.
- Entry pages are the first pages visitors land on when they come to your website. Think of them as digital front doors where your user’s journey begins.
- Exit pages are the last pages users view before leaving your site. They represent the end of a visitor’s session, whether it’s after completing a goal or bouncing before engaging further.
Understanding both gives you a clear window into how people interact with your site and where you might be losing them.
Referrers, UTM, referrals
See where your users are coming from by referrer, UTM parameters, and referrals.
The Formo SDK automatically add the following UTM parameters present on the page to events fired from that page load:
- utm_source
- utm_campaign
- utm_medium
- utm_term
- utm_content
- ref
Referrer URL tracking
Referrer URL tracking lets you understand the specific URL where your users are coming from – as long as the site has the correct Referer-Policy header set.
We recommend setting the no-referrer-when-downgrade policy, which will only send the domain, path, and query parameters to the destination URL as long as the protocol security level stays the same (i.e. HTTP → HTTP, or HTTPS → HTTPS).
If the protocol security level is downgraded (i.e. HTTPS → HTTP), the referrer will not be sent. This is a good compromise to make sure your users’ privacy is respected while still getting a good amount of data.
Here’s how to configure this:
If you are using Next.js, you can use the headers property in your next.config.js file to configure the referrer policy:module.exports = {
async headers() {
return [
{
source: "/:path*",
headers: [
{
key: "Referrer-Policy",
value: "no-referrer-when-downgrade",
},
],
},
];
},
};
You can set the referrer policy using a meta tag in the <head> section of your HTML:<meta name="referrer" content="no-referrer-when-downgrade" />
Countries
See where your users are coming from by country.
Devices, browsers, OS
Wallets
See the top wallets of your visitors and users.
How to analyze traffic sources
Understand where your users come from and which channels drive the most value. This guide walks you through analyzing traffic sources and optimizing user acquisition.
- Go to the Formo Dashboard
- Select your project
- Click Overview in the left navigation
You’ll see the overview with visitors, wallets, and transactions over time.
Step 2: Review the referrer breakdown
View your core metrics by referrer to see where traffic originates:
| Data | What it shows |
|---|
| Referrer | The source domain (twitter.com, google.com, direct) |
| Visitors | Page views from this source |
| Wallets | Wallet connects from this source |
| Transactions | Completed transactions from this source |
| Volume | Total transaction volume (USD) |
Step 3: Measure conversion rates by source
The overview page shows your conversion rates by source:
Conversion Rate = Transactions / Visitors × 100
| Referrer | Visitors | Transactions | Conversion |
|---|
| twitter.com | 1,000 | 50 | 5% |
| discord.com | 500 | 75 | 15% |
| defillama.com | 200 | 60 | 30% |
Step 4: Analyze UTM campaigns
If you use UTM parameters in your marketing links, you can drill deeper:
- See your breakdown by UTM campaign, source, medium
- Identify which specific campaigns perform best on user acquisition and volume
UTM parameter guide:
| Parameter | Purpose | Example |
|---|
utm_source | Platform | twitter, discord, newsletter |
utm_medium | Channel type | social, email, paid |
utm_campaign | Campaign name | launch_promo, airdrop_2024 |
utm_content | Ad variation | banner_a, banner_b |
utm_term | Keywords (for paid) | defi, swap |
https://yourapp.xyz/?utm_source=twitter&utm_medium=social&utm_campaign=launch_promo
Step 5: Analyze by device and geography
Check the Devices and Countries sections:
Device insights:
- High mobile traffic but low mobile conversion? Mobile UX issue.
- Desktop dominates? Your users are power users.
Geographic insights:
- Unexpected traffic from certain countries? Potential new markets.
- Low conversion from specific regions? Localization opportunities.
Optimizing based on data
Double down on high-converting sources:
- Identify your top 3 converting referrers
- Allocate more budget/effort to these channels
- Create content tailored to these audiences
Investigate low-converting sources:
- High traffic but low conversion = landing page issue
- Check if these visitors bounce or explore but don’t convert
- Consider if this traffic is actually relevant
UTM best practices:
- Use consistent naming conventions
- Track all paid campaigns with unique UTMs
- Add UTMs to social media links, emails, and partner links
Attribution models
Formo supports multiple attribution models. Learn more in the Attribution guide.
| Model | Best for |
|---|
| First Touch | Understanding discovery channels |
| Last Touch | Understanding conversion drivers |
| Custom | Use the Explorer to build your own attribution model |
Next Steps
