How to set up a post-purchase survey?
Your pixels tell you where the click came from. A post-purchase survey tells you what the customer remembers. Here is how to set one up for an Indian D2C store and act on what it tells you.
Rule #1 - Your first question is always the same
Where did you hear about us?
Ask this before response fatigue sets in. Single-select, one tap. Find the channel that earned the customer.
Response options
You can pick preset channels out of - Instagram · Facebook · YouTube · Google Search · A friend or family · Influencer or creator · Amazon or Flipkart · Saw it in a store · Other
Or add new ones that are more relevant to your marketing setup.
Always keep "Other"
Your best channels are usually the ones you didn't know were working. Read the free-text answers every week.
The attribution question on the thank-you page.
The rest of the survey - optional, ordered by value
You lose about half your respondents at each extra question, so stop when it stops paying. Keep it to three or four.
Wherever possible - give the customers an option to use free text.
What made you buy today?
Ad copy - in the customer's own words. Feed the recurring phrases straight into your creative.
What almost stopped you?
Objections to fix on your product page. Every answer is a hook for the next ad.
Who else did you consider?
Competitor intel you won't get anywhere else.
What do you wish we sold?
Product and roadmap signal, direct from buyers.
Which best describes you?
Student · Working professional · Homemaker · Business owner or self-employed · Retired · Other.
This is your Ideal Customer Persona (ICP) map. Options can change based on your product category.
Options for a Kids-wear , Beauty , Bike accessories brand are wildly different.
Which age group are you in?
18–24 · 25–34 · 35–44 · 45–54 · 55+.
Pivot persona and age against attribution and LTV to see which channels bring your most valuable customers.
A follow-up question shown after the first answer.
Where to ask
Two placements, both native to the store.
1. Thank-you page
Fires instantly after checkout - the highest-engagement moment. Catches every order, COD included.
2. Order status page
The page customers return to for tracking. Catches buyers who skipped the survey at checkout, and gives COD orders a second touch while first-discovery recall is still fresh.
The survey on the order status page.
The payoff - survey vs attribution
For every order, put the survey answer (awareness) next to the attribution (last/first click) in a grid.
You'll see the same thing every time: Meta and Instagram are under-reported, while Google and Direct are over-reported. People discover you on a Reel, then Google your name to buy - and Google gets the credit.
So spend less on demand-capture channels that only harvest existing intent, and more on the awareness channels actually creating new customers. Then extrapolate across all buyers to get a real cost-per-new-customer per channel.
Use BooleanMaths MCP to build this survey-vs-attribution grid for you automatically.
Before you act - three guardrails
Optimise your response rate on question one
Get the response rate above 15%. Below that, your sample is potentially biased.
Wait for 50+ responses per channel
A channel with six answers tells you nothing.
Treat it as a second opinion, not gospel
Read it alongside your click data and P&L - never budget on self-reported answers alone.
Do this now
1. Turn on question one with the channel list and an "Other" option.
2. Run it on the thank-you page and the order status page.
3. Add two or three follow-ups, in value order.
4. Wait for 15%+ response and 50 responses per channel.
5. Grid the survey answers against attribute, then recallibrate budget toward the awareness channels.
