Audience insights

Track and analyze visitors and users in real-time, with automatic labeling and profile data. Get insights into your users’ activity and other properties:

• A breakdown of users by lifecycle stage
• Sessions and transactions per wallet
• A breakdown of users by net worth
• Lifetime volume, revenue, and points
• Wallet labels

Each user is automatically labelled and grouped into segments such as ‘New’ or ‘Returning’. Understand the top wallets, devices, OS, and net worth of your users. Select a user to view their Wallet Profile.

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Filters

Apply filters to understand how different segments of users interact with your app at different times.

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Filter by Lifecycle

Filter users by their lifecycle stage to create segments: New, Power User, Resurrected, At Risk, Returning, Churned.

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Filter by Apps, Tokens, Chains

Apply filters such as “users who use app X and Y” for apps, tokens, and chains, combining multiple filters into one segment.

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Filter by First-Touch and Last-Touch Attribution

Filter users by referrer, referral, and UTM properties using first-touch and last-touch attribution. Understand which channels first introduced users to your app versus which channels drove the final conversion.

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Filter by App and Token Amounts

Filter users’ apps and tokens by specific amounts. For example, “Show me users of Ethena with more than $1000 balance.”

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How to analyze your user base

Audience Insights gives you a bird’s-eye view of who your users are. This section covers exploring your audience composition and building segments from it.

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Step 1: Open Audience Insights

1. Go to the Formo Dashboard
2. Select your project
3. Click Users in the left navigation

The Users page includes an Audience Insights section (lifecycle, sessions per wallet, transactions per wallet, net worth, and lifetime volume/revenue/points breakdowns) above the users table, showing aggregate metrics about your entire user base.

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Step 2: Explore the overview charts

The dashboard shows key breakdowns of your audience:

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Step 3: Apply filters to segment

Click Filter to narrow down to specific user groups: Example: Find your most valuable DeFi users Example: Find users from a specific campaign Example: Find whales who use competitor apps

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Step 4: Analyze filtered results

After applying filters, the charts update to show only matching users:

• Compare segments: How do Twitter users differ from Discord users?
• Find opportunities: Which tokens do your whales hold that you don’t support yet?
• Identify patterns: What apps do your power users have in common?

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Step 5: Save as a segment

Turn useful filter combinations into reusable segments:

1. Apply your filters
2. Click Save Segment
3. Name your segment (e.g., “High-Value DeFi Users”)
4. Reapply it anytime from the Segment dropdown next to the filter bar; see Segments

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Common analysis workflows

Understand your best users:

1. Filter by Lifecycle = “Power user”
2. Filter by Apps or Tokens to see what they hold and use
3. Identify common characteristics to target in acquisition

Evaluate campaign quality:

1. Filter by UTM Source, Referrer, or Referral to your campaign
2. Compare net worth distribution to overall average
3. Check if campaign users have higher/lower value

Find expansion opportunities:

1. Filter by Chains to see which networks your users are active on
2. Identify chains you don’t fully support yet
3. Prioritize based on user demand

Competitive analysis:

1. Filter by Apps to select competitor apps
2. See how many of your users also use competitors
3. Understand what else these users are doing