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Attribution survey template

See which channels bring customers, including the ones analytics misses

Three questions right after signup: how a new customer first heard of you, which source exactly and whether someone recommended you personally. Usertick reads every named source and groups it by theme.

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What this attribution survey tells you

An attribution survey asks new customers where they first heard of you, from their own memory. This template asks How did you first hear about us? with seven answers, from search engines to events, plus a write-in Other, then which source exactly, and whether someone recommended you personally. It takes about 45 seconds, and the first answer is one tap.

It is written for a website popup right after signup, on the welcome page or the first screen of your web app, where every new customer passes once. Target that page by its address, or, from Starter or on 1 survey on Free, open the survey on a custom event when signup completes. The order confirmation page of a store works the same way, except on Shopify, whose checkout, thank you and order status pages don't run website surveys.

Results shows the share and count of each channel with typed Other answers listed and stacked shares over time, the share of personal recommendations, and every named source with its theme, each against the period before. Select A podcast or article to read which shows and publications come up most.

On your websiteAs a linkIn an emailAs a conversation
Questions
3
Time to answer
About a minute
Written for
A popup right after signup, on the welcome page
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

On your website

Show it as a popup, a side button or inside the page, and choose the pages and the moment it opens: on page load, after a delay, on scroll or as someone is about to leave, on every plan. Event and behavior triggers work on 1 survey on Free and on every survey from Starter.

The 3 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 3 · Multiple choice

How did you first hear about us?

Why ask it
Analytics records the last click before signup. Customers remember what came first, such as a friend, a podcast or a talk, which never leaves a tracking link.
What you learn
A donut with the share and count of each channel, the typed Other answers listed, and stacked shares over time, so a channel that grows after a campaign shows in the next period.
Make it yours
Replace the general options with the channels you invest in, such as your podcast or a marketplace, and keep I don't remember so customers aren't pushed to guess.
Question 2 of 3 · Text · Optional

Which one exactly, if you remember?

Why ask it
A channel name is a start. The exact source tells you where to spend: which podcast, which newsletter, which search term, which event.
What you learn
Each answer with its sentiment and theme, filterable by theme, with up to 8 themes and their trends. Select A friend or colleague in question 1 to read who those customers name.
Make it yours
Keep it optional, and add a placeholder such as Podcast name, website or event.
Question 3 of 3 · Yes / No

Did someone recommend us to you personally?

Why ask it
A personal recommendation can sit behind any channel: a colleague who sent a link, a friend who mentioned you before a search. This question measures word of mouth on its own.
What you learn
The share that said yes, against the period before. Select Yes to see which channels those customers named first.
Make it yours
When the yes share grows, ask your happiest customers for reviews or referrals, since they already recommend you.

What the answers show

Results turns each question into numbers you can follow week by week.

How did you first hear about us?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick How did you hear about us? in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Ask every new customer once

    Show it to every new customer right after signup with the default frequency, Until answered, so each customer answers once. Embedded in the welcome page, it shows as soon as the page loads.

  2. 02

    Keep the options current

    Add an option when you start a channel, such as a podcast sponsorship, and remove the ones you have stopped.

  3. 03

    Read it next to analytics

    Compare the shares with the last-click numbers in your analytics. The gap between the two is the word of mouth and offline reach that tracking can't see.

  4. 04

    Send answers to your data

    On every plan, a workflow adds each answer to a Google Sheet. Segment or Mixpanel can also get an event with the answers when you pass the user ID with Usertick.identify().

Market research surveysWebsite surveysTrust and privacy questions

More research templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

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ResearchPreference testAsk people to choose between two options at a time and see which way they lean. Useful before a redesign, a pricing change or naming something new.
ResearchInterview screenerFind the right people for customer interviews by role, team size and how often they use your product. Send it to active users before a research round.
ResearchBrand perceptionLearn how people see your brand, how much they trust it, how it compares with competitors and where they first heard of you. Run it with customers and with your newsletter audience once a year.
ResearchAfter the demoFind out whether your sales demo answered the prospect's questions and what they want to happen next. Send it within a day of the demo.

Questions from the library

Browse the question library
  1. Do you know what data we collect about you?Yes / No · Trust and privacy
  2. How clear is our privacy policy?Stars · Trust and privacy
  3. What would make you more comfortable sharing your data?Multiple choice · Trust and privacy
  4. If a colleague asked, how likely are you to put our name forward?NPS · Referrals and word of mouth
  5. Have you told anyone about us?Yes / No · Referrals and word of mouth
  6. How many people have you mentioned us to?Number · Referrals and word of mouth

Frequently asked questions

Right after signup or the first order, while the path is fresh. Weeks later, customers remember less and tend to credit the last thing they saw.

Analytics shows the last click. Customers can tell you about the friend, the podcast or the event that came first, which never leaves a tracking link. Use both side by side.

On the pages of your store, yes. Shopify's checkout, thank you and order status pages don't run website surveys, so show it on your account pages or put a link copy in your order email.

Move budget toward the channels new customers name most, and read the exact sources in question 2 before you renew a sponsorship or an ad.

Keep the channel and the recommendation questions required and the exact source optional. Customers who don't remember the details still give the channel in one tap, and I don't remember stays on the list.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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  • 150 responses a month on Free
  • Every channel and AI analysis
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