How to Segment and Export Wallets for Targeted Campaigns

This guide covers building wallet segments by net worth, lifecycle stage, and onchain behavior, then exporting them for campaigns on X, Farcaster, and Lens.

Part 1: Start on the Users Page

Open Formo’s dashboard and click Users in the sidebar. You’ll see a table of all users with their wallet addresses, lifecycle stages, net worth, labels, and last activity timestamp.

Users page showing wallet table with lifecycle and net worth columns

Each row is a wallet. Every column is filterable. This is your segmentation starting point.

Part 2: Apply Property Filters

Click the Filter button to add conditions. You can filter by:

Lifecycle: New, Returning, Power user, At Risk, Churned, Resurrected
Net Worth: Exact ranges ( $0-$ 10k, $10k-$ 100k, $100k+, custom)
Wallet Labels: Verified accounts, sanctions flags, passport scores
Apps Used: Filter to users who used specific apps
Tokens Held: Filter by specific token holdings
Chains: Filter by blockchain activity (Ethereum, Polygon, etc.)
Device: Mobile, desktop, tablet
Country: Geographic filtering

For example, to target whale prospects, filter for net worth > $100k AND lifecycle = New.

Part 3: Apply Attribution Filters

Under Attribution section, filter by:

UTM Source / Medium / Campaign: First-touch or last-touch attribution
Referrer: How users arrived at your app
First Touch vs Last Touch: Distinguish acquisition vs conversion sources

Example: Show me all users from a specific Twitter campaign (utm_source=twitter) who had at least one transaction.

Part 4: Build Behavioral Segments

Click Filter and select Behaviour to create segments based on user actions. Define conditions like: “Users who performed Event X at least N times in the last Y days” Combine multiple behaviors with AND/NOT logic:

Users who completed at least 2 swaps AND connected a wallet
Users who visited the app 5+ times AND did NOT make a transaction

Use these to separate power users from disengaged ones.

Part 5: Save as a Segment

Once your filters are set, click the Save Segment button in the top right. Give it a name like “Q1 Whale Prospects” or “Churned Power Users”. Saved segments appear in a dropdown menu for quick reuse across the app. You can apply the same segment to multiple dashboards and reports.

Part 6: Export Your Segment

With your segment active, click Export as CSV in the top right. Formo downloads a CSV file with columns: address, ENS name, net worth, lifecycle stage, last activity, and more.

Part 7: Use Exported Data for Campaigns

Import the CSV into your marketing tools:

X/Twitter: Upload to Tailwind, Buffer, or Twitter Ads for wallet-based targeting
Farcaster: Use Neynar or Warpcast’s audience upload feature
Lens: Import to Lens’ native campaign tools
Email: If you have wallet owners’ emails, import for email campaigns

Each exported wallet includes its onchain transaction history.

Ready-to-Use Segment Recipes

Recipe 1: Whale Prospects

Target high-net-worth users who are brand new. Filter config:

Net Worth: > $100,000
Lifecycle: New

Note: There’s no “Sessions” filter in the Users page UI (session count is only queryable via SQL Explorer). Lifecycle: New already narrows this to wallets in their first lifecycle stage.

Recipe 2: Churned Power Users

Re-engage users who were once active but disappeared. Filter config:

Lifecycle: Churned

Note: There’s no “Sessions” or “No Activity” filter in the Users page UI. Lifecycle: Churned already selects wallets that have gone quiet; for a precise session-count or days-since-last-activity threshold, query num_sessions and last_seen via SQL Explorer.

Recipe 3: Campaign Converts

Identify users who arrived from a specific campaign and converted. Filter config:

UTM Source: [your campaign source]
Last Touch: [same campaign]
Behavioral: Completed Transaction at least 1 time

Recipe 4: DeFi Crossover

Find users who use competitor apps and yours (cross-protocol opportunity). Filter config:

Apps Used: [Competitor App A] AND [Your App]
Behavioral: Performed swap at least 1 time in your app

Recipe 5: Dormant High-Value

Wake up large wallets that haven’t returned recently. Filter config:

Net Worth: > $50,000
Lifecycle: Churned OR Returning

Note: There’s no “Last Activity” filter in the Users page UI. Lifecycle already reflects recency (Churned means gone quiet, Returning means recently reactivated); for a precise days-since-last-activity threshold, query last_seen via SQL Explorer.

Targeting Recipes for Campaigns

ICP Definition by App Type

App Type	Characteristics	Avg. Net Worth	Transaction Frequency
DEX	Active traders, high risk tolerance, frequent swaps	$50k-$ 500k	10+ txs/month
Lending	Risk-averse, capital preservation focus	$100k+	2-5 txs/month
Gaming	Regular engagement, competitive interest	$5k-$ 50k	20+ txs/month
Bridge	Multi-chain users, often whales	$200k+	5+ txs/month

Four Ready-Made Segment Recipes

Recipe: High-Value DeFi Users

Filter	Condition
Apps Used	Uniswap, Aave (or other DeFi protocols)
Net Worth	> $50,000
Lifecycle	Power user OR Returning

Recipe: Churned Whales

Filter	Condition
Net Worth	> $100,000
Lifecycle	Churned

Recipe: Competitor Users

Filter	Condition
Apps Used	[Competitor App Name]
Net Worth	> $10,000
Your App	Has NOT transacted

Recipe: Campaign Responders

Filter	Condition
UTM Source	twitter
UTM Campaign	[Campaign Name]
Wallet Connected	Yes

Campaign Channels

X/Twitter ads (upload CSV to Twitter Ads Manager)
Farcaster outreach (use Neynar audience upload)
Discord community targeting
Airdrop/rewards distribution

Track Campaign Performance

Metric	Measurement
Wallet Connections	Count from UTM tracking
Transactions	Conversions from segment
Volume	Total value transferred
Cohort Retention	Segment reactivation after 30 days

Campaign Messaging by Segment Type

Tailor your messaging based on the segment you’re targeting:

Segment	Goal	Message Strategy
High-Value Users	Retention	Exclusive feature previews, VIP support, governance participation
Churned Users	Re-engagement	”We miss you” messaging, new feature announcements, incentives to return
Competitor Users	Acquisition	Differentiation messaging, migration incentives, comparison content
New Users	Activation	Onboarding content, first-transaction rewards, educational materials

UTM Tracking Tip

Add unique UTM parameters to your campaign links:

https://yourapp.com?utm_source=twitter&utm_campaign=whale_targets&utm_medium=social

Formo captures these automatically. Filter by UTM in the Attribution section to measure each campaign’s impact.

FAQ

Can I combine segments with other filters?

Yes. Apply a saved segment, then add additional filters on top. The results will be the intersection of both.

Do saved segments update automatically, or are they a fixed snapshot?

Segments save your filter criteria, not a fixed list of wallets. Reopening a segment re-evaluates the filters against current data, so membership updates as wallets start or stop matching.

​Part 1: Start on the Users Page

​Part 2: Apply Property Filters

​Part 3: Apply Attribution Filters

​Part 4: Build Behavioral Segments

​Part 5: Save as a Segment

​Part 6: Export Your Segment

​Part 7: Use Exported Data for Campaigns

​Ready-to-Use Segment Recipes

​Recipe 1: Whale Prospects

​Recipe 2: Churned Power Users

​Recipe 3: Campaign Converts

​Recipe 4: DeFi Crossover

​Recipe 5: Dormant High-Value

​Targeting Recipes for Campaigns

​ICP Definition by App Type

​Four Ready-Made Segment Recipes

​Campaign Channels

​Track Campaign Performance

​Campaign Messaging by Segment Type

​UTM Tracking Tip

​FAQ