Audience insights

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

• Top apps
• Top tokens
• Top chains
• A breakdown of users by net worth
• A breakdown of users by revenue / wallet spend
• Wallet labels

Each user is automatically labelled and grouped into segments such as ‘New User’ or ‘Returning User’. 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 based on engagement level. Target new users, returning users, power users, churned users, or resurrected users.

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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. This enables you to create granular segments combining multiple criteria.

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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 guide walks you through exploring your audience composition and finding actionable segments.

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Step 1: Open Audience Insights

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

You’ll see 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 Add 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 as Segment
3. Name your segment (e.g., “High-Value DeFi Users”)
4. Access it anytime from Segments

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Common analysis workflows

Understand your best users:

1. Filter by Lifecycle = “Power User”
2. Look at Top Apps and Top Tokens
3. Identify common characteristics to target in acquisition

Evaluate campaign quality:

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

Find expansion opportunities:

1. Look at Top Chains your users are on
2. Identify chains you don’t fully support yet
3. Prioritize based on user demand

Competitive analysis:

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

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Next Steps