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What it shows

Self-reported “How Did You Hear About Us?” (HDYHAU) survey responses joined to the orders they were tagged on, so you can see which discovery channels customers name and the revenue behind each one. To use this module you need a post-purchase survey tool (Fairing, KnoCommerce, or similar), order tagging turned on so responses are tagged to orders, and a consistent tag format (for example HDYHAU-Facebook or PPS-TikTok). See Post-Purchase Survey Best Practices for setup.

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Questions it answers

In the Survey Response Distribution section: a bar chart of response counts by channel, a pie chart of the percentage split, and a table with revenue by response.
In the Response Rate Trends section. Response rate is orders with a survey response divided by total orders. Use it to check whether a site change affected survey visibility, or whether discovery channels shift by season.
In the Revenue Attribution section, which ties each survey response to the revenue of its order.
Set the Customer type filter to new customers to see responses from first-time buyers only.
Filters on this module: Date range, Customer type (new vs. returning), Order value, Product, and Geography.

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Reconciliation notes

Survey attribution and tracking-based attribution measure different things. Tracking captures the last touch before purchase; surveys capture where the customer first heard of you. A channel that tracking credits with nothing (word of mouth, podcasts, offline media) can still show up in surveys, and the gap does not mean either source is wrong. For the fullest picture, read the three together: survey data for awareness, UTM tracking for the last touch before purchase, and multi-touch attribution (if enabled) for credit across the journey. See Zero-party attribution and First-party attribution.