How do I ask customers after a purchase how they found me?

Some routes to you leave no signal: a podcast, a recommendation from a friend, a poster, an answer from ChatGPT. Measurement then only sees the purchase, and it stays unattributed. The post-purchase question collects the missing information where someone can give it: on the thank-you page, with the question “How did you hear about us?”.

Setting it up

1. 01Switch on the answers under “Settings → Measurement rules → Post-purchase question”. Until then, Metrunio rejects them.
2. 02On your thank-you page, after the tracking code, add a placeholder and call metrunio.renderSurvey() with the order number. The example is below and in the portal.
3. 03Place a test order and answer the question. The answer then appears under “Channels & attribution” and in the order’s journey.

<div id="metrunio-frage"></div>
<script>
  metrunio.renderSurvey('#metrunio-frage', { orderId: '10045' });
</script>

• The order number must be the same as for the purchase. Only then does the answer sit next to the measured purchase.
• If you add Metrunio through Google Tag Manager, queue the call instead of making it directly: (window.metrunioQueue = window.metrunioQueue || []).push(['renderSurvey', '#metrunio-frage', { orderId: '10045' }]);. It runs as soon as the SDK has loaded.
• Use answers to narrow the list, for example answers: ['podcast_radio', 'recommendation', 'search', 'other']. The order stays that of the fixed list.
• The language follows the page’s lang or the locale option: German, English, Spanish or French.
• The widget uses the informal address, as Metrunio does. If your shop addresses customers formally, set formal: true: in German it then asks “Wie haben Sie von uns erfahren?”, and in Spanish it uses “usted”. English has no difference; French is always formal.
• The widget takes on your page’s font and colour. Adjust it with the classes metrunio-survey, metrunio-survey-question and metrunio-survey-answer.
• If your thank-you page already asks its own question, report the answer with metrunio.survey({ orderId, answer }). answer is a key from the list below.

The answers

What the report shows

• Per answer, how often it was given and its share of all answers.
• The answer rate: answers relative to the measured purchases in the period. With ten answers, a share of 40 percent says little; that is why the rate is always shown.
• Per answer, how many of those purchases are attributed, how many are not, and how many answers match no measured purchase. This shows whether “podcast” turns up where measurement found nothing.
• An order’s journey shows the answer as a line of its own.
• In the chat and via MCP you query the same figures, with the same label.

The answers are labelled “self-reported”. That someone answered is measured; what they say is their own account. They never appear in revenue, in an attribution or in any model, and they are not extrapolated to the purchases without an answer. A self-report is not a measured touchpoint: someone who says “podcast” may also have seen an ad.

Consent and retention

• Only with consent to analytics. Without it, the widget shows nothing rather than asking for an answer that would not arrive; metrunio.survey() discards it.
• One answer per order. The first one counts; a second one for the same order number is not stored.
• The answer is attached to the event it arrived with. When the retention period ends, when someone withdraws consent or when you delete a person’s data, it goes too.

What you tell your customers

The post-purchase question is not an anonymous survey. The answer is stored with the order number and the browser’s visitor identifier, and Metrunio links it to the order and its journey. That belongs where people look it up: in your privacy notice and in the description of analytics consent in your cookie banner. State the purpose (“how customers become aware of us”), that the answer is linked to the order, and how long it is kept, namely as long as the rest of your measurement data.

Shopify and Shopware

The widget works on any thank-you page where you can add code of your own. The Shopify app, the Shopware plugin and the WordPress plugin do not include it. On the Shopify thank-you page the question would need a checkout extension, in Shopware a block in the plugin.