Wallet Targeting for Campaigns

Build precise user segments combining onchain data, wallet labels, and app behavior. Export them for marketing campaigns on X, Farcaster, Discord, and more. This guide shows you how to identify your ideal customers, create targetable segments, and run effective wallet-based campaigns.

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What you’ll learn

• Define your Ideal Customer Profile (ICP) using wallet data
• Create segments combining labels, net worth, and behavior
• Export segments for use in marketing campaigns
• Track campaign performance back to conversions

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Prerequisites

• Formo SDK installed with wallet tracking (Installation Guide)
• At least 100 connected wallets for meaningful segmentation

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Part 1: How to Define Your Ideal Customer Profile

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Understanding your best users

Before targeting new users, understand who your best current users are: Look for patterns:

• What wallet labels do they share?
• What’s their typical net worth range?
• What other apps do they use?
• How did they find you (referrer/UTM)?

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Common ICP definitions for crypto apps

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Part 2: How to Create Targeted Segments

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Step 1: Navigate to Users

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Step 2: Build your segment with filters

Combine multiple filter types for precision targeting: Filter categories:

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Step 3: Example high-value segments

Segment: High-Value DeFi Users Segment: Churned Whales (Re-engagement) Segment: Competitor Users Segment: Campaign Responders

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Step 4: Save and validate

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Part 3: How to Export for Campaigns

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Export options

Once you have a segment, export it for use in campaigns: Fields to include:

• Wallet address (required)
• ENS name
• Twitter handle (if available)
• Farcaster ID (if available)
• Net worth
• Labels

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Using exports for targeting

X (Twitter) Campaigns: Farcaster Outreach: Discord Campaigns: Airdrop/Rewards:

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Part 4: How to Run Targeted Campaigns

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Setting up tracking

Before launching campaigns, set up tracking:

1. Create unique UTM parameters for each campaign:
   Copy

   ?utm_source=twitter&utm_medium=social&utm_campaign=whale_outreach_jan
   
2. Use different UTMs for different segments:
   • utm_campaign=defi_users_jan
   • utm_campaign=churned_whales_jan

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Campaign types by segment

For High-Value Users (Retention):

• Exclusive feature previews
• VIP support access
• Governance participation

For Churned Users (Re-engagement):

• “We miss you” messaging
• New feature announcements
• Incentives to return

For Competitor Users (Acquisition):

• Differentiation messaging
• Migration incentives
• Comparison content

For New Users (Activation):

• Onboarding content
• First-transaction rewards
• Educational materials

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Part 5: How to Measure Campaign Performance

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Track segment conversions

After launching campaigns: Key metrics to track:

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Create a campaign funnel

Build a funnel specific to your campaign:

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Compare segment performance

Create charts to compare segment performance: Using Ask AI:

“Compare conversion rates for users from twitter vs discord utm_source”

“What’s the average transaction volume for users in the ‘High-Value DeFi’ segment?”

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Part 6: How to Iterate and Optimize

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Refine your segments

Based on campaign performance:

• Expand successful segments: Loosen filters to reach more similar users
• Narrow underperforming segments: Add filters to improve quality
• Create lookalike segments: Find users similar to your best converters

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Build a targeting playbook

Document what works:

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Automate with alerts

Set up alerts for high-value segment activity:

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Summary

You’ve learned how to:

1. Define your ICP by analyzing your best users
2. Create precise segments with labels, net worth, and behavior
3. Export segments for use in marketing campaigns
4. Track performance with UTMs and funnels
5. Iterate based on results

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Next steps