Marketing Attribution Survey Template

Marketing Attribution Survey Template Questions

This section includes two essential questions to capture honest feedback from customers about their recent purchase experience. These simple questions in the post-purchase satisfaction survey template are designed to reveal valuable insights with minimal effort from the customer.

1. 1. How did you hear about us?

• Search Engines

• Friends & Family

• Google Ads

• Facebook Ads

• Facebook Post/Group

• Twitter Post

• Email

• Radio/TV

• Newspaper

• Word of Mouth

• Other

1. 2. Please specify

This key question reveals how customers first discovered your brand. Here’s why it matters:

• Identifies Effective Channels: Understand which marketing channels—like Google Ads, social media, or word of mouth—are most impactful.

• Optimizes Spend: Knowing where customers hear about your business lets you focus resources on high-performing channels.

• Guides Strategy: Gain actionable data to refine marketing strategies and connect better with your audience.

Additionally, survey logic is applied when the "Other" option is selected, prompting the "Please specify" question to gather more specific details. With insights from this attribution survey, you can direct your marketing efforts more effectively, boosting growth and brand building.

Customizing the Questions in the Marketing Attribution Survey Template

The Marketing Attribution Survey Template is designed to help you understand where your customers first connect with your brand. By customizing the questions, you can gather even more specific insights. Here’s how to make it align with your unique marketing strategies:

Customer Support Experience

• Why it matters: Understanding your support team's effectiveness is crucial. Great support builds trust and loyalty, while gaps can deter repeat business. These questions help reveal where your support team excels and identify areas for improvement.

  • How satisfied were you with the help provided by our support team?

  • Was your issue resolved in a timely manner?

Product Expectations and Quality

• Why it matters: Evaluating whether product quality aligns with customer expectations helps retain and delight customers by ensuring your product lives up to its promise.

  • Did the product meet the quality you expected based on its description?

  • How satisfied are you with the product’s overall quality and performance?

Purchase Convenience and Process

• Why it matters: A smooth and user-friendly checkout process leads to higher satisfaction and fewer cart abandonments. This template helps you gather valuable feedback on how easy and convenient the purchase process was for your customers.

  • How easy was it to complete your purchase?

  • Were the payment options convenient and suitable for you?

Communication and Order Updates

• Why it matters: Keeping customers informed throughout the order process fosters trust and reduces uncertainty. Use these questions to measure if your communication meets customer expectations.

  • Were you satisfied with the frequency and clarity of our order updates?

  • Did you feel well-informed about the status of your order throughout the process?

Brand Values and Alignment

• Why it matters: Customers increasingly value brands that reflect their own principles, such as sustainability or innovation. These questions help assess if your brand’s values resonate with your customers.

  • How important are our brand values (e.g., sustainability, innovation) in your purchase decision?

  • Does our brand’s commitment to these values meet your expectations?

Returns and Refunds Process

• Why it matters: A seamless returns process directly impacts customer loyalty. A positive experience with returns makes customers more likely to buy again.

  • Was it easy to understand and use our return and refund policy?

  • How satisfied were you with the timeliness of the refund process?

Product Availability and Stock

• Why it matters: Product availability plays a major role in overall satisfaction, as stock issues can lead to disappointment. These questions help you identify whether inventory meets demand and satisfaction levels.

  • Was the product you wanted readily available at the time of purchase?

  • Did you experience any delays with your order?

1. Update Choices to Match Your Marketing Channels

• Tailor the options in "How did you hear about us?" to reflect the marketing channels you use most actively. If Instagram or LinkedIn are priorities, replace less relevant options like Twitter with these platforms. Add specifics, like “LinkedIn Ads,” if you want to pinpoint ads seen there.

• Example: If you frequently collaborate with influencers, add “Influencer Recommendation” as an option. This ensures the attribution survey reflects all key channels that impact customer discovery.

2. Add Follow-Up Questions to Gather Details

• Include follow-up questions to gain additional insights. For instance, if a respondent selects “Search Engines,” you could ask, “Do you remember what search term you used?” to understand their search behavior.

• Example: If they clicked on a Facebook ad, try asking, “What made you click on our ad?” This can clarify which messages resonate best across different channels.

3. Tailor the Wording for Your Audience

• Adjust the language to match your brand voice. For a younger audience, keep it casual; for professional segments, use a more formal tone.

• Example: Rather than “How did you hear about us?”, try “Where did you first connect with [Your Brand]?” for a friendlier approach.

4. Include Brand-Specific Options

• If you have unique marketing programs or referral incentives, incorporate those into the response options.

• Example: If you have an ambassador program, add “Referral from a [Your Brand] Ambassador” as a choice. This makes the survey template more relevant to your business.

5. Provide an Option for Open-Ended Feedback

• Offer an optional question for extra feedback, like “Do you have any suggestions on how we can improve our reach?” This allows customers to share insights on marketing attribution channels or ideas you may not have considered.

Additional Questions in the Template

Adding these targeted questions to your Marketing Attribution Survey Template helps reveal deeper insights into how customers interact with your brand after discovering it. Each question serves a unique purpose, guiding more effective marketing strategies and brand building.

1. What was the first action you took after hearing about us?

   Visited your website
   Followed on social media
   Signed up for a newsletter
   Reached out for more information
   Other (please specify)

• Purpose: This question uncovers the immediate steps customers take after learning about your brand. These insights help prioritize marketing efforts that support the customer journey.

2. What most influenced you to learn more about our brand?

   Positive reviews
   Recommendation from a friend or family
   Special offer or discount
   Product quality or features
   Social media presence
   Other (please specify)

• Purpose: Understanding what influences curiosity—such as positive reviews or social media presence—helps you highlight these elements across marketing channels.

3. How did our brand compare to others you considered?

• Purpose: This open-ended question provides insight into your brand’s competitive strengths, helping you fine-tune marketing strategies based on customer perceptions.

4. On a scale of 1-5, how informative was the ad or post that led you to us?

   1 - Not at all informative
   2 - Slightly informative
   3 - Moderately informative
   4 - Very informative
   5 - Extremely informative

• Purpose: This question gauges how well your marketing channels communicate value, helping you refine messaging for stronger impact.