Attribution survey for everything the pixel misses.
Ask customers how they found you and what actually convinced them to order — and recover the podcast mentions, group-chat screenshots, and practitioner referrals your analytics files under direct.
Close the gap between measured and actual demand.
A growing share of ecommerce discovery happens where no click can be recorded — a podcast host mentioning your Lion's Mane blend, a nutritionist recommending it in a consultation, a screenshot forwarded between friends. Analytics dutifully records all of it as direct traffic, and your paid channels take credit for the last click.
A post-purchase attribution question does not replace your analytics. It tells you how wrong your analytics is, and in which direction.
What you learn
- The channel that actually created awareness
- The specific source — the podcast, the creator, the shop
- What tipped consideration into purchase
- How long the consideration window really is
- Which touchpoints assisted along the way
- How much of your direct traffic is really word of mouth
Five questions, one conditional.
Discovery, then detail, then conversion. Keep it short — this survey competes with the customer's desire to close the tab.
- 1
How did you first hear about us?
Single select · required
A friend or family memberInstagram or TikTokA podcastGoogle searchA YouTube video or reviewA practitioner or coach recommended itIn a shop or at a marketA newsletter or blogI do not rememberNote the "I do not remember" option. Forcing a choice manufactures data — an honest 12% of blanks is more useful than a fabricated 12% spread across your paid channels.
Creates
Discovery Channel - 2
Do you remember where specifically?
Open text · conditional
Free response — shown only after a channel is selectedThe conditional follow-up is where the actual value is. "A podcast" is directionally interesting; the podcast name is a media buying decision.
Creates
Discovery Detail - 3
What finally convinced you to order?
Single select · required
A specific health goal I haveReviews from other customersThe third-party testing and sourcingA discount or promotionA recommendation I trustThe price was reasonableI had been thinking about it for a whileDiscovery and conversion are different events with different channels. The customer who found you on TikTok may have converted on a review page three weeks later.
Creates
Conversion Driver - 4
How long had you been considering it?
Single select
I ordered the same day I found youA few daysA couple of weeksA month or moreI have been meaning to for agesDirectly tests whether your attribution window is set sensibly. If a third of buyers considered for a month or more, a 7-day click window is systematically under-crediting your top-of-funnel.
Creates
Consideration Window - 5
Had you seen us anywhere else before ordering?
Multi select · optional
Social postsEmail from usAn adA friend mentioned it againA review site or articleNo, this was the first timeA rough self-reported multi-touch path. Imperfect, but it captures the dark-social and word-of-mouth touches that no pixel will ever record.
Creates
Assisting Touchpoints
Where to publish it.
Attribution questions decay fast. Every hour between the decision and the question costs you accuracy.
Shopify thank-you page
The standard placement. The customer just converted, memory is fresh, and completion rates are the highest you will get anywhere.
Order confirmation Spark
Ask the single discovery question as a one-tap Spark in the confirmation email for customers who skipped the thank-you page.
Account creation
Catches high-intent visitors who register before buying, letting you attribute the eventual first order to the right source.
Newsletter signup
A discovery question at list signup attributes the top of your funnel, not just the bottom.
Retail and wholesale
For stores with offline distribution, a packaging QR is the only realistic way to attribute a shelf purchase.
Post-campaign wave
Run a focused attribution survey to recent buyers after a large campaign, while the touchpoints are still recent.
When to trigger it.
First order only
Discovery happens once. Asking a repeat customer how they found you produces noise — they found you the first time, and they will answer with whatever they saw most recently.
Immediately, not later
Attribution recall degrades within a day. If you can only place this survey in one location, make it the thank-you page.
Always on, not campaign-based
Continuous collection lets you see channel mix shift week over week. A one-off survey gives you a snapshot you cannot compare against anything.
Refreshed choice list
Review your answer options quarterly. A channel list that has not changed in two years will keep confirming the channels you already believed in.
Suggested properties and flows.
Profile properties to sync
Events sent to Klaviyo
Flows worth building
- Referral activation — Discovery Channel = friend triggers a referral-program invitation, since these customers already recommend you unprompted.
- Practitioner outreach — route practitioner-referred customers into a professional or wholesale track rather than consumer retention content.
- Discount-driven margin test — buyers whose Conversion Driver was a discount enter a non-discount second-purchase sequence.
- Review-led nurture — customers convinced by reviews receive review-heavy merchandising, not lifestyle content.
- Long-consideration re-engagement — a month-plus consideration window signals a cautious buyer who needs reassurance before order two, not urgency.
Suggested audiences.
Optional. Signals reports on attribution answers on its own — Compass connects them to lifetime value.
- Word-of-Mouth Customers — organic advocates, highest-value referral targets.
- Practitioner-Referred — different lifetime value profile and different messaging needs.
- Discount-Acquired — for testing whether they can be retained at full price.
- Evidence-Convinced Buyers — converted on testing and sourcing, respond to transparency content.
- Dark-Social Discovered — self-reported channels your analytics records as direct or unattributed.
The question worth answering is not which channel drives the most orders, but which channel drives the most valuable customers. That requires joining discovery answers to lifetime order behavior.
Discover CompassFind out where your customers really came from.
Publish an attribution survey on your thank-you page and connect each answer to the customer, the order, and everything they do next.