Attribution
Post-Purchase Survey Attribution
Asking customers 'how did you hear about us?' after purchase to capture self-reported channel influence. Captures channels that digital attribution misses entirely: podcast ads, word-of-mouth, influencer content, TikTok organic, and offline touchpoints. Biased by recency and salience (customers remember what's top of mind, not what actually influenced them), but directionally valuable as a complement to click-based and incrementality-based attribution. Best implemented as a required field at checkout with a well-designed dropdown.
Why it matters
It is the only method that captures channels no tracking can see, which now includes agent recommendations, podcasts and word of mouth.
In practice
Ask on the confirmation page, keep the option list short, and always include an explicit AI assistant option. Directional at low volume, reliable in aggregate.
Related terms