Post-Purchase Survey
A survey presented after checkout asking customers how they heard about the brand.
1 min readLast updated Apr 2026
Quick Reference
CategoryAnalytics & Tracking
Related Terms1
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
Asking too many questions and killing response rates
Not including all your actual marketing channels as options
Ignoring 'other' responses—they reveal untracked attribution sources