How to Use Post-Purchase Surveys (HDYHAU) to Drive Smarter Marketing Decisions

Attribution is harder than ever. Cookies are fading, pixels break, and platforms guard their data. But there’s one source of truth that still works—just ask your customer.

Post-purchase surveys, often referred to as HDYHAU surveys (“How Did You Hear About Us?”), are one of the simplest yet most underutilized tools in your marketing analytics stack.

Here’s how to implement them—and why every DTC and CPG brand should.

How to Implement a Post-Purchase Survey

1. Place It Post-Checkout
   Add a short survey on the order confirmation page or in the first confirmation email. Don’t overthink it—this should take under 10 seconds to complete.

2. Ask One Question
   “How did you hear about us?” Keep it simple. You want broad signal, not friction.

3. Randomize the Answer Options
   To avoid bias, randomize the choices and include an “Other (please specify)” field.

4. Update Options Quarterly
   Rotate in new channels you're testing (e.g., podcasts, TikTok Shop) and retire ones that no longer apply.

5. Use a Tool
   Tools like KnoCommerce, Fairing, and EnquireLabs make integration with Shopify or custom checkouts seamless—and many offer powerful visualizations out of the box.

How Brands Are Using HDYHAU Survey Data Strategically

1. Validating Offline Spend

Running TV, podcast, OOH, or CTV campaigns? Surveys help capture attribution where pixels can't. If “TV” or “Spotify” responses spike post-campaign, you have lift.

2. Evaluating Emerging Channels

Launching on TikTok Shop or working with influencers? HDYHAU responses can show early traction before performance data trickles in.

3. Refining Media Mix Modeling (MMM)

Post-purchase survey data adds qualitative context to MMM, helping to validate assumptions and reduce modeling error.

4. Segmenting LTV by Source

Pair HDYHAU data with customer lifetime value to find your most profitable acquisition channels—even when they aren’t the biggest volume drivers.

5. Spotting Trends Before They're Obvious

If you see “Friend” or “Reddit” consistently showing up, it might be time to invest in a referral program or explore organic community marketing.

Pro Tips

• Keep participation high by making the survey short, unobtrusive, and low-pressure

• Segment data by offer, channel, and timing to find signal (e.g., "TikTok" showing up more for single-packet offers vs. full-size kits)

• Don’t just collect the data—build it into dashboards, share it cross-functionally, and use it to challenge your attribution model

The Takeaway

Post-purchase surveys give you what tracking often can’t: context and intent straight from your customer. They’re easy to implement, cost-effective, and a game-changer for brands navigating fragmented, multi-touch acquisition journeys.

Pixels can fail. People usually won’t.