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These are the core metrics on your project’s Overview page in the Formo dashboard: how many people show up, how many connect a wallet, and how much they transact, spend, and earn you.

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Visitors

Unique visitors interacting with your site or app over the selected period. See Visitors for exactly how this is counted.

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Page views

How many times a page has been viewed across your site or app. See Pages below for a breakdown by URL.

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Wallets

Unique wallet addresses that connected during the selected period. See Wallets for details.

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Transactions

How many onchain transactions were made across your site or app.

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Sessions

A session groups the actions a visitor takes in one visit. See Sessions for how Formo counts them.

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Session duration

See the average session duration of visitors and users on your app. Understand how long users spend engaging with your product.

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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.

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Volume

Total transaction volume (USD) tracked through your custom events, like the dollar value of a swap.

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Revenue

Total revenue (USD) tracked through your custom events, like a protocol fee.
Revenue tracking

Revenue tracking.

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Breakdowns

Break down visitors, page views, wallets, transactions, sessions, volume, or revenue by acquisition channel, referrer, referral, UTM parameter, device, browser, OS, or country, plus onchain builder codes for wallets, transactions, volume, and revenue. Session duration and bounce rate are not breakdown-eligible. Click any item in a breakdown to drill down into the users behind it.
Product Analytics Referrer Breakdown

Referrer shown here as an example dimension.

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Pages

See the top pages, entry pages, exit pages, and origins that your users are visiting. See which pages are driving the most traffic and conversions.
Product Analytics Pages

Understand what users are seeing on your site or app.

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Entry, exit, and origin pages

  • 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.
  • Origins groups traffic by the full page origin (protocol and domain), useful if your app spans multiple subdomains or environments.
Understanding these gives you a clear window into how people interact with your site and where you might be losing them.

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Channels

Formo automatically classifies every session into one of 13 acquisition channels using a priority-ordered ladder over the referrer domain, utm_medium, and 8 ad-platform click IDs (gclid, gad_source, fbclid, msclkid, ttclid, twclid, li_fat_id, rdt_cid). Classification happens at ingestion time. See Channels for the full priority list and detection rules.
Product Analytics Referrers

13 channels, classified automatically at ingestion.

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Referrers

See what’s moving the needle with a breakdown of your metrics by referrer. Easily understand where your onchain users come from and how they find you. See Referrers for details. Getting the specific referrer URL (not just the domain) requires the right Referrer-Policy header on your site. See Referrer URL tracking for how to configure it.

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Builder codes

For wallets, transactions, volume, and revenue, Formo defaults to breaking down by builder codes, an onchain attribution standard (ERC-8021) that lets apps identify themselves directly in transaction calldata.

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UTM

The Formo SDK automatically adds 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
Break down any metric by UTM source, medium, campaign, content, or term. See UTM parameters for details, and use Formo’s UTM Generator to generate your marketing links.

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Referrals

See how many users arrive through a referral link, tracked via the ref query parameter (or utm_medium=affiliate/referral). See Referrals for details.

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Countries

See where your users are coming from by country.
Product Analytics Countries

Break this down by any metric, from visitors to revenue.

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Devices

Product Analytics Devices

Understand what devices, browsers, and operating system users are on.

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Browsers

See the breakdown of browsers your users are on, in the same view as Devices, just switch tabs.

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OS

See the breakdown of operating systems your users are on, in the same view as Devices, just switch tabs.

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Wallet

See the top wallet providers (MetaMask, Coinbase Wallet, Phantom, etc.) your users connect with. See Wallet Type for details.
Product Analytics Wallets

Understand what wallets are being used on your crypto app.

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Chains

See the top chains your wallets and transactions are active on. Formo supports Ethereum and all major EVM chains, plus Solana. See Chains for the full list and feature availability per chain.
For a complete walkthrough of analyzing traffic sources, setting up UTM and referral tracking, comparing attribution models, and optimizing acquisition spend, see How to Set Up Attribution.