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.
Part 2: Apply Property Filters
Click the Filter button to add conditions. You can filter by:- Lifecycle: New, Returning, Power User, Churned, Resurrected
- Net Worth: Exact ranges (10k, 100k, $100k+, custom)
- Wallet Labels: Verified accounts, sanctions flags, passport scores
- Apps Used: Filter to users who used specific dapps
- Tokens Held: Filter by specific token holdings
- Chains: Filter by blockchain activity (Ethereum, Polygon, etc.)
- Device: Mobile, desktop, tablet
- Country: Geographic filtering
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 dapp
- First Touch vs Last Touch: Distinguish acquisition vs conversion sources
Part 4: Build Behavioral Segments
Click the Behavioral tab 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
Part 5: Save as a Segment
Once your filters are set, click the Save as 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. This is campaign-ready data.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
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
- Sessions: = 1
Recipe 2: Churned Power Users
Re-engage users who were once active but disappeared. Filter config:- Lifecycle: Churned
- Sessions: > 10
- No Activity: > 30 days
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 dapps 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
- Last Activity: > 14 days ago
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 | 500k | 10+ txs/month |
| Lending | Risk-averse, capital preservation focus | $100k+ | 2-5 txs/month |
| Gaming | Regular engagement, competitive interest | 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 |
|---|---|
| Label | DeFi Active |
| Net Worth | > $50,000 |
| Lifecycle | Power User OR Returning |
| Filter | Condition |
|---|---|
| Net Worth | > $100,000 |
| Lifecycle | Churned |
| Last Activity | > 30 days ago |
| Filter | Condition |
|---|---|
| Apps Used | [Competitor App Name] |
| Net Worth | > $10,000 |
| Your App | Has NOT transacted |
| Filter | Condition |
|---|---|
| UTM Source | |
| 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:Next Steps
- Use Activity to segment users by campaign and measure ROI
- Build Funnels to compare segment conversion rates
- Set Up Alerts to get notified when high-value wallets connect
- Analyze User Flows to understand how different segments navigate your app
FAQ
Can I combine segments with other filters?
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.
Can I export segments to my CRM?
Can I export segments to my CRM?
Yes. Export the CSV and import it into your platform of choice.