> ## Documentation Index
> Fetch the complete documentation index at: https://docs.sourcemedium.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Post-Purchase Survey Module

> Analyze zero-party attribution data from HDYHAU surveys to understand how customers discover your brand

The Post-Purchase Survey Module surfaces **zero-party attribution data**—self-reported responses from "How Did You Hear About Us?" (HDYHAU) surveys.

<Info>
  Zero-party data complements tracking-based attribution by capturing channels that are hard to track: word of mouth, podcasts, influencers, and offline media.
</Info>

## Prerequisites

To use this module, you need:

1. A post-purchase survey tool (Fairing, KnoCommerce, or similar)
2. Order tagging enabled (survey responses tagged to orders)
3. Consistent tag format (e.g., `HDYHAU-Facebook`, `PPS-TikTok`)

See [Post-Purchase Survey Best Practices](/help-center/faq/account-management-faqs/best-practices-in-setting-up-a-post-purchase-hdyhau-survey) for setup guidance.

## Key Metrics

| Metric                        | Definition                                           |
| ----------------------------- | ---------------------------------------------------- |
| **Response Rate**             | Orders with survey response / Total orders           |
| **Channel Distribution**      | % of responses attributed to each channel            |
| **Revenue by Channel**        | Revenue from orders tagged with each survey response |
| **New Customer Distribution** | Survey responses from first-time buyers only         |

## Module Sections

### Survey Response Distribution

Shows the breakdown of how customers say they discovered your brand:

* **Bar chart**: Response counts by channel
* **Pie chart**: Percentage distribution
* **Table**: Detailed breakdown with revenue

<Tip>
  Compare survey attribution to your tracking-based attribution. Large gaps may indicate tracking blind spots or channels you're under-crediting.
</Tip>

### Response Rate Trends

Track survey completion over time:

* Are response rates consistent?
* Did a site change affect survey visibility?
* Seasonal patterns in discovery channels?

### Revenue Attribution

Connect survey responses to business outcomes:

* Which discovery channels drive the most revenue?
* What's the average order value by discovery channel?
* How does new customer LTV vary by discovery channel?

## Common Analyses

### 1. Tracking vs Survey Comparison

Compare what tracking says vs what customers say:

| Channel       | Tracking Attribution | Survey Attribution | Gap                        |
| ------------- | -------------------- | ------------------ | -------------------------- |
| Meta          | 45%                  | 25%                | +20% over-credited         |
| Podcast       | 0%                   | 12%                | -12% under-credited        |
| Word of Mouth | 0%                   | 18%                | -18% invisible to tracking |

<Note>
  Gaps don't mean either source is "wrong"—they measure different things. Tracking captures last-touch interactions; surveys capture initial discovery.
</Note>

### 2. New Customer Discovery

Filter to first-time buyers only to understand:

* Where are **new** customers coming from?
* Which channels drive **acquisition** vs re-engagement?

### 3. Channel Quality Analysis

Go beyond volume to measure channel quality:

* **AOV by channel**: Do podcast customers spend more?
* **Repeat rate by channel**: Do referral customers have higher retention?
* **LTV by channel**: Which discovery channels drive the best long-term customers?

## Interpreting Survey Data

### Expected Patterns

| Channel                   | Typical Survey % | Notes                                |
| ------------------------- | ---------------- | ------------------------------------ |
| Social (Meta, TikTok, IG) | 20-40%           | Often primary for DTC brands         |
| Word of Mouth / Referral  | 10-25%           | Strong indicator of brand health     |
| Search (Google)           | 5-15%            | Usually lower than tracking shows    |
| Email                     | 3-8%             | Rarely "first" discovery             |
| Podcast / Influencer      | 5-15%            | Highly variable by brand             |
| "I don't remember"        | 10-20%           | Expected; indicates honest responses |

### Red Flags

<Warning>
  Watch for these data quality issues:

  * **Control channel > 5%**: Customers may be clicking randomly
  * **"I don't remember" \< 5%**: Survey may be forcing responses
  * **Response rate \< 10%**: Survey placement may need adjustment
  * **One channel > 60%**: Consider if options are too limited
</Warning>

## Filtering & Segmentation

Use these filters to slice survey data:

| Filter            | Use Case                            |
| ----------------- | ----------------------------------- |
| **Date range**    | Seasonal discovery patterns         |
| **Customer type** | New vs returning customer discovery |
| **Order value**   | High-value customer discovery       |
| **Product**       | Product-specific discovery channels |
| **Geography**     | Regional marketing effectiveness    |

## Combining with Other Data

### Zero-Party + First-Party Attribution

For the most complete picture:

1. **Survey data**: "How did you first hear about us?" (awareness)
2. **UTM/tracking data**: Last touchpoint before purchase (conversion)
3. **MTA data**: Multi-touch credit across the journey

<Tip>
  Use survey data to inform your MTA model weights. If surveys show 15% podcast discovery but tracking shows 0%, consider adding podcast as a valid touchpoint.
</Tip>

See also: [Zero-party attribution](/help-center/core-concepts/attribution/zero-party-attribution) and [First-party attribution](/help-center/core-concepts/attribution/first-party-attribution).

## Related Resources

<CardGroup cols={2}>
  <Card title="Survey Best Practices" icon="square-poll-vertical" href="/help-center/faq/account-management-faqs/best-practices-in-setting-up-a-post-purchase-hdyhau-survey">
    How to set up effective HDYHAU surveys
  </Card>

  <Card title="Attribution Health" icon="heart-pulse" href="/data-inputs/attribution-health/index">
    Improve your overall attribution coverage
  </Card>

  <Card title="New Customer Analysis" icon="user-plus" href="/data-activation/managed-bi-v1/modules/new-customer-analysis-module">
    Deeper analysis of new customer behavior
  </Card>

  <Card title="Fairing Integration" icon="plug" href="/data-inputs/platform-integration-instructions/fairing-integration">
    Connect Fairing to SourceMedium
  </Card>
</CardGroup>