Overview
Triple Whale's post-purchase survey tool aids businesses in capturing customer feedback immediately following a purchase by generating custom surveys relevant to your business. Layering zero-party data from post-purchase surveys into your Attribution data improves attribution accuracy.
Setting up this survey provides a deeper understanding of customer journeys and the true impact of your marketing efforts. Learn from your customers' experiences directly on the Thank You page of your checkout flow, and make data-driven decisions with a more comprehensive view of which channels and campaigns are driving conversions.
Creating Your Post-Purchase Survey
To install the survey:
Click on Marketing Acquisition
Click on Post-Purchase Survey and click Get Started.
Post-purchase surveys may contain up to 100 custom questions (effectively no limit for practical purposes). We highly recommend using an Attribution Question as your first question, and we have prepopulated that question for you.
Customizing the Survey
Add additional response options, toggle visibility for the prepopulated responses, reorder the responses and add follow-up questions. Hide any of Triple Whale's default responses (those with the 🔓 icon) that aren’t relevant to your brand by clicking the 𓁹 button.
Customer Segmentation
Who should receive this question? New Customers? Returning Customers? How about both? Now you can decide which of your customer cohorts should receive each of your post-purchase survey questions.
Simply click on the segmentation icon next to any of your questions to determine which customer segment should receive that question.
Important note on Total Impact
Changing the segmentation settings of your Attribution question can affect the Total Impact model's ability to work properly. Total Impact doesn't rely on a single fixed response-rate threshold — instead, it checks three things:
Sample size — enough responses relative to your total order volume to make statistically reliable predictions. As a rough guide: roughly 278 responses for a shop with ~1,000 customers, ~370 for ~10,000, and ~383 for ~100,000. This typically lands near, but is not strictly, 30%.
Group coverage — enough responses across key customer segments (new vs. returning, geography). Missing coverage for an important group can prevent reliable predictions.
Data consistency — responses spread evenly across your selected time period, without large gaps that could skew results.
If you choose to serve your Attribution question only to one segment (for example, only new customers), you may not generate enough responses to power Total Impact.
If you apply a segment to your first question (new or returning customers), you may ask a second "Attribution question" to the inverse segment. However, at this time, Triple Attribution and Total Impact only use responses from the first attribution question in your survey.
Question Logic
Now you can ask pointed questions to your customers based on how they responded to a previous question.
For example, imagine hundreds of customers answered "TV" to "What led you to purchase today?" With question logic, you can serve that cohort a follow-up like "Which channel did you see our TV ad on?" without displaying it to customers who answered differently.
Open-Ended Questions
When adding a new question to your survey, you can now choose between Multiple-Choice (default) or Open-Ended.
With Open-Ended, customers can type a free-text response — a great way to collect qualitative feedback.
Sample questions you could ask:
What could we do to improve your shopping experience?
What products should we make next?
If you could change one thing about our business or products, what would it be?
What's your favorite aspect of our brand?
What could we improve on?
Note: The Submit button on an open-ended question stays inactive until the customer types a response.
This is expected behavior, not a bug — Triple Whale doesn't currently support skipping a free-text question, since we avoid submitting blank responses into your data. Any earlier questions in the survey are still recorded even if a customer doesn't complete the final open-ended question. (A feature request to add a "skip" option exists but has not been built yet.)
Freeform Responses
Customers who respond None of the above to the Attribution question will be offered a freeform text field to submit their personalized response. You can review all these responses from the Survey Report. Click on None of the above to display a pop-up with all your customers' responses.
Randomized Order
To prevent survey bias, answer order for your Attribution question is randomized. For additional questions, drag and drop answers into your desired order, and toggle randomization on/off with the ⮂ button.
Custom Pixel Mapping
Unlock the full potential of zero-party data by mapping specific responses back to tracked traffic sources.
To customize how custom answers display on the Pixel All page, click the three-prong icon and assign the response to a channel Triple Whale already tracks — for example, assigning "Email" or "Text" to your email/SMS provider (Klaviyo, Attentive, Postscript, etc.).
If your shop has KnoCommerce or Fairing connected, you also have access to a dedicated Custom Survey Mappings page under Settings → Store Configurations → Custom Survey Mappings. This supports full add/edit/delete/toggle management of response-to-channel mappings, including mappings that apply globally across shops. See Creating and Managing Custom Survey Mappings for setup steps. Without a mapping (via either method), unmapped responses default to "Other" and can affect Total Impact's channel allocation accuracy.
For example, you could assign "Email" or "Text" to your email or SMS provider, such as Klaviyo, Attentive, or Postscript.
Securing AI Visibility Results
Before tracking AI visibility, configure your survey to capture AI-driven discovery:
Go to Marketing Acquisition → Post-Purchase Survey and click Get Started.
In your Attribution Question Responses (prepopulated as your first question), add "AI (ChatGPT, Perplexity, etc.)" as a response option.
Not every customer clicks directly through from AI tools, so tracking this via post-purchase survey is essential to understanding your true AI-driven customer acquisition.
Influencer & Affiliate Tracking
Triple Whale's Affluencer Hub makes it simple to track and attribute influencer and affiliate marketing impact. Use your post-purchase survey to capture customer feedback about influencers that impacted their buying behavior, and map that revenue back in your Pixel attribution reports to see ROI.
Click Add Affluencer and select up to five Affluencers to add to your survey. If you don't see your preferred affluencer, save your survey progress and create a new Affluencer profile first — see Set Up Affiliate and Influencer Tracking with Affluencer Hub.
Installation Methods
Once your survey is complete, click Save Survey.
To install the survey on your site, following the steps outlined below that are relevant to your business's checkout configuration.
Shopify Checkout
Simply click Enable Survey on the Survey Builder page to launch the survey on your Order Confirmation page.
Then, go to Settings > Checkout and click Customize. On the Thank you and Order status pages, click + Add app block, then add Triple Whale’s post-purchase survey to the page. Finally, click Save.
Non-Shopify Checkouts
If you use a non-Shopify third-party checkout, such as Recharge Checkout, follow the manual installation instructions found on the Survey Builder page.
Please note that this will require a developer to customize a snippet of code so as to dynamically replace <order_id> with the Shopify order number.
Test Your Survey
Place a test order on your live business to review your survey setup and see how your data will display in the Survey Report.
Here is how the survey will look for customers on desktop view:
Here is how the survey looks on a mobile display:
Analyze Your Results
Once installed, review your results in the Survey Report. For each question, you'll see:
Views: the number of times that specific question was displayed/eligible to be shown to customers. This is scoped to the question, not a universal survey page-view total — different questions in the same survey can show different Views counts for the same date range.
Total Count: the number of recorded answer selections for that specific question. This reflects selections, not distinct customers or completed surveys — if a question allows multiple answer selections, Total Count can exceed the number of unique respondents.
Response Rate: Total Count ÷ Views for that question.
Per-answer percentages (e.g., "9 responses, 29.03%") are calculated as that answer's count ÷ the question's Total Count.
If you bulk-import PPS data via the Data-In Google Sheets template or the PPS API, note that historical/backfilled responses won't appear in this Survey Report — only responses collected live via the on-site survey display here. Backfilled data is still available via Moby, the SQL Editor, and attribution reporting.
You will also begin seeing a Triple Post-Purchase Survey row on your Pixel attribution reports.
The following table outlines which channel each survey response will be attributed towards.
Response | Mapped Channel in Pixel |
Google Ads | |
TikTok | TikTok |
Snapchat | Snapchat |
triplesurvey_email (unless custom mapping applied) | |
Text | triplesurvey_text (unless custom mapping applied) |
Referred by a friend | Organic |
None of the above | Not Attributed |
How Pixel & Survey Data Are Used in Attribution
Triple Whale combines pixel tracking with post-purchase survey responses to understand how conversions happen; how this is applied depends on the model.
When pixel and survey data match, the conversion is attributed to that channel.
When pixel and survey data differ, pixel data takes priority in most models.
Survey responses are only shown explicitly in Triple Attribution (TA). In TA, survey responses receive 100% credit as an additional touchpoint when they differ from the tracked journey.
When only survey data exists, the conversion is attributed based on the survey response and appears in the Post Purchase Survey row.
The Total Impact model blends pixel data, survey responses, and machine learning to assign weighted credit across channels, rather than duplicating attribution.
Frequently Asked Questions
1. Can I add multiple questions to my survey?
Yes — you can add up to 100 custom questions (previously 7; the limit was expanded in 2026).
2. Can I add custom answers to my survey?
You can add up to five custom responses and five Affluencers to your
What led you to purchase today?question.Custom questions allow for up to ten customer responses, not including the default
none of the aboveresponse that we automatically add.
3. Can I edit the standard responses to the Attribution question?
Triple Whale's standard responses used for Attribution cannot be customized or edited. For example, you cannot change “Facebook” to “Facebook Advertisement”. However, the responses can be hidden and you may create your own alternative responses.
4. Where will the survey be displayed for my customers?
At the top of your order confirmation page, below the “Thank you” text and Order Number.
5. Can I export my post-purchase survey data?
Yes. Choose the date range for the data you would like to export and click Export to CSV.
6. What if I’m already using another post-purchase survey tool?
Remove your existing survey code from your confirmation page before switching. We suggest checking with your current provider first.
Note: Triple Whale's native post-purchase survey stores responses within Triple Whale only. It does not write data back to Shopify (no metafields, order tags, or Shopify Flow triggers). If your current setup feeds downstream Shopify automation (e.g., tagging, segmentation flows), plan for that gap before switching.
Fairing (formerly EnquireLabs) customers can directly integrate their survey responses within Triple Whale (learn more).
KnoCommerce customers can integrate survey responses from KnoCommerce as well.
6. Which languages are supported?
You can also translate the Attribution question into one of our supported languages. Once a language has been selected, the question and any translatable answers will be auto-translated.
Supported languages: English, French, Spanish, German, Italian, Danish, Swedish, Norwegian, Hebrew, Dutch, and Portuguese.
Known limitations: Default response labels such as "None of the above," "Yes," and "Confirm" are currently locked and can't be translated or edited. There's also a character limit on the Attribution Question that can make it difficult to fit multiple languages into one question. If you run separate regional storefronts, we recommend typing your own translated question/answer text directly rather than relying on auto-translation.
You can also edit the question to best suit your native dialect; or, type the question in a language that may not be natively integrated.
7. What if I'm running a post-purchase upsell app on my Thank you page?
If you’re using any other app that runs on the Order Confirmation page (such as a post-purchase upsell app), that app's module will appear above our survey on the page by default. If you use Shopify Extensibility, you can modify the arrangement of these modules as you see fit. You can see exactly how it will be displayed for your customers by placing a live order on your site after you install the post-purchase survey.
If you need to change the placement of the Triple Whale post-purchase survey, you can do so by using this
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