Measurement
Self-reported attribution
Asking buyers how they heard about the company, usually with a question on a form or at checkout.
What it is
It captures influences no tracking sees, such as a podcast, a colleague or a post read without clicking.
Why it matters
For lead generation and e-commerceIt is a cheap check on tracked attribution, and often shows channels the dashboards miss.
In practice
Add an open or multiple-choice question at signup or checkout, and compare the answers with tracked sources.
A common mistake
Treating the answers as exact. Memory is selective, so the answers are a direction, not a measurement.
All terms