Build a clear first-party attribution question with channel options customers recognize and useful follow-up logic.
How did you first hear about us?
Start with the complete working structure, then adjust the language, timing, and incentive to fit your customers and brand.
Best used when
Your team has a specific decision or growth objective and needs a focused artifact to move from planning to launch.
How did you first hear about us?
single choiceSuggested answers
Why ask it: Self-reported discovery is the only view you get of the channels that never produce a click: a podcast mention, a friend's recommendation, a video watched and never tapped. Ask it on the order confirmation page while the purchase story is fresh, then compare the answer mix against where the budget actually goes.
Which source had the greatest influence on your decision?
single choiceWhy ask it: The channel that introduces you and the channel that closes the sale are often different, and budgets get set on the wrong one when discovery is the only question asked. Run it directly after the discovery question and read the two as pairs rather than as separate charts.
What is the main reason for your answer?
open textWhy ask it: The score records what happened and this records why, which is why it belongs immediately after the rating while the customer is still holding the thought. Read it grouped by score: the reasons behind low answers are your fix list, and the reasons behind high answers are the next line of your product page.
Is there anything else you would like us to know?
open textWhy ask it: The last question is where the unprompted things arrive: a packaging complaint, a size you do not stock, one support agent thanked by name. Keep it optional and last so it costs nothing in completion, and lean on AI analysis to group the themes once you pass a few hundred responses.
Generate a focused variation while keeping the expert-written version available as your baseline.
Add your goal and audience. If AI is unavailable, the complete template on this page still works as a practical starting point.
Your inputs are sent only to generate this result and are not stored by UserLoop.
Three specifics worth checking against your own store before you launch.
Start with the focused version, publish, and let the first answers steer the next iteration.
Publish the discovery question on the order confirmation page so buyers answer it, not browsers
Draft the option list with the generator on this page, then cut it to six choices plus Other with a text box
Compare the answer mix with your paid reports every month and treat the gap between them as the finding
Strong execution usually comes from removing ambiguity and keeping every action tied to the original objective.
Offering so many platforms that customers pick the first plausible one and move on
Leaving Other as a dead end instead of opening a box that names the podcast, the creator, or the friend
Presenting self-reported answers as a replacement for analytics rather than a correction to it
Asking on a landing page, where visitors who never buy set the channel mix
It is accurate about what analytics cannot see and vague about what analytics measures well. Customers misremember the order of three touchpoints, but they do remember the podcast, the friend, and the creator that no pixel ever recorded. Read the two together: platform reports describe what happened in a browser, the survey describes what happened in a life.
On the order confirmation page, so only paying customers answer it. A question on a landing page collects the channel mix of visitors, and visitors and buyers are rarely the same crowd. Because Surveys attaches the answer to the order, you also get the average order value behind each channel, which is the part that changes budget conversations.
Five to seven, phrased the way a customer would say them out loud: a friend, TikTok, a podcast, a specific creator, search, plus Other with a text box. Skip your internal channel taxonomy, because no customer has ever thought of themselves as mid-funnel prospecting traffic. Rebuild the list each quarter, since a stale option list produces a stale answer mix.
Use them to change the questions you ask of your budget, not to set it directly. When a channel that takes a tenth of the spend gets named by a quarter of buyers, that is a case for a test rather than an instant reallocation. Run the test, then move real money once the survey answers and the platform numbers point the same way.
Collect useful customer insight with Surveys and grow your audience with Contests.
