Post-Purchase Survey
A survey presented after checkout asking customers how they heard about the brand.
A survey presented after checkout asking customers how they heard about the brand.
Why It Matters
Post-purchase surveys provide first-party attribution that no tracking pixel can capture. When Meta reports 2x ROAS but customers say 'TikTok' or 'podcast,' you've found misattribution. Surveys reveal dark social, word-of-mouth, and offline impact that pixel tracking misses entirely.
Practical Example
Scenario
A wellness brand compares platform-reported attribution vs post-purchase survey results.
Calculation
Meta claims: 58% of conversions. Survey: 34%. 'Podcast' (not tracked): 18%. 'Friend recommendation': 14%. 'TikTok organic': 11%Result
Discovery: podcasts drive 18% of sales with zero platform attribution. The brand doubles podcast investment based on survey data alone.
Pro Tips
- 1Keep it to one question for highest response rates (70%+)
- 2Include common options plus 'Other' with text field
- 3Place on thank-you page and/or in order confirmation email
- 4Track survey responses over time and by cohort for trend analysis
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
