Squid’s Growth Journey with Safary

How Safary Analytics fuels Squid's multi-chain growth & drives user engagement

A conversation between:

• Bergen, Product Marketing Lead at Squid Router — DeFi platform to swap tokens between blockchains and unlock access to apps across chains in 1 click

• Justin, Co-founder of Safary — customer data platform to reach, engage, and retain your best crypto users

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Justin: Could you share the challenges Squid faced before integrating Safary's platform?

Bergen: Squid is integrated with over 400 projects across multiple chains, which is amazing for growth but presented some real challenges on the data side. We had key gaps in our user insights and general data aggregation across these different chains. To give you an example, we relied on blockchain explorers like Axelarscan to get a snapshot of activity, but it wasn't giving us the full picture. Manually gathering data from different explorers was time-consuming and incomplete.

Safary filled that gap. Now, we have a better view of user profiles and their usage patterns within Squid. It’s not just about the metrics anymore—it’s about understanding personas and character types, helping us better understand who our users are and how they interact with different chains. Adding integrations with wallets like Leap and Keplr further enriched that visibility.

Justin: What were the primary goals you were hoping to achieve with our platform?

Bergen: The main goal was to get better insights and have that data presented in a way that made sense for both marketing and technical teams. From a marketing perspective, we needed clearer and more actionable data to refine our strategies. Technically, we wanted to improve the user experience on both the frontend and the developer side. Safary helped us reach those goals. We were especially impressed by how marketing-friendly the platform is. It’s the first tool we’ve seen that bridges data & marketing goals so seamlessly without needing to build a custom in-house solution.

Justin: Which aspects of Safary have been the most beneficial for you?

Bergen: Well, full transparency here—there are some features we still haven’t fully utilized, but the wallet insights have been game-changing. The depth of information available is fantastic, and I’m looking forward to diving deeper into that.

I send out weekly reports to the Squid team based on Safary's data, covering key metrics like total wallets, wallet quality, whales detected, & user funnel insights from visitors to conversions.

We've also recently started tracking the breakdown of users on desktop versus mobile. It’s exciting because it wasn't something that was easily accessible before, and now we can track it weekly. Another big win was our Summer campaign. We were able to track metrics across different interfaces & see how user behavior changed depending on the chain and funnel they came through.

And one more exciting thing I almost forgot—our SEO efforts! This year, we put a lot of work into boosting our SEO with the launch of Squid School, which we designed for that exact purpose. Safary has been instrumental in helping us tie off-chain and on-chain metrics together. We used Google Analytics and Google Search Console to track SEO impressions and clicks, but Safary has allowed us to see how these efforts are translating into actual on-chain conversions. It's amazing to watch Squid and Squid School articles climb into the top 5 search results and then connect that visibility to real user activity and wallet insights. It paints a much bigger picture for us.

Justin: What kind of insights have you gained that you wouldn’t have been able to see before?

Bergen: One of the coolest insights was around returning users. We noticed a large portion of Squid users come back and directly navigate to the website, which shows that we’re building strong engagement. On top of that, Safary has helped us see where new users are coming from, even breaking it down by specific channels like Farcaster, which we’ve just activated. Farcaster is still new, and the frames side of things is trickier since its a new technology, but Safary is helping us figure it out.

Nick, who leads integrations at Squid, has been asking more questions about the different ecosystems we're connected to, and Safary’s insights have given us clarity there. Seeing the specific chains and projects driving user adoption has been critical for us as we prepare to launch Squid v2.

Justin: Speaking of Squid v2, what metrics are you focusing on now?

Bergen: Right now, we’re tracking desktop versus mobile conversion rates, which are key for us since we’ve been focusing on improving the mobile experience. Safary’s platform allows us to see these rates and how they differ across user segments. We’ve also toggled between Squid v1 and v2 in the widget interface to track where people are coming from. We saw a significant number of users still coming from Squid v1, which is helping us tailor our efforts to amplify v2 more effectively, both with our partners and on social channels.

Justin: Can you share any specific results you’ve achieved since implementing Safary?

Bergen: Since we updated the snippet to support both Keplr and Leap wallets, we’ve been able to merge separate data points that we previously had to look at in isolation. Now, we can see things more holistically, like the fact that our v1 users were more engaged than we realized. This visibility is helping us build better momentum for v2.

For example, we’re seeing mobile users grow steadily, and we’re excited to see what happens once our mobile-friendly updates roll out. I can already anticipate a significant bump in conversion rates for mobile users.

Justin: That’s great to hear! Is there anything else you’d like to share about your experience working with Safary?

Bergen: It’s been incredible. Safary has not only given us visibility into our user growth but also made it easier to communicate that growth to the team and improve the overall experience for our users. Plus, your responsiveness has been exceptional. Anytime we’ve had a question or needed support, your team has been there for us. We’re excited to continue working with you and to see where Squid goes from here!

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This conversation highlights Squid’s successful integration of Safary's user analytics platform, which has empowered the team to gain valuable insights into user behavior, improve marketing strategies, and enhance the user experience across multiple chains and platforms.