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Traffic attribution survey

Learn where your audience first heard about your brand

Traffic attributionMarket research

Last updated

20 Jul 2023

Reading time

4 min


Get started with this template today.

How do people find your website? 

It’s a simple question, with a rather complex answer. Google Analytics might tell you that most people found your website via Google—but that doesn’t really tell you where they came from. 

Perhaps they heard about your product from a colleague or friend. Maybe they’ve seen your ads on Instagram and decided to look you up. Or perhaps they saw your recent webinar. 

Download this free traffic attribution survey template to find out. The pre-built set of questions will help you understand exactly where your traffic came from. The traffic attribution survey requires no setup, just create your account, and send out the link to get started.

With this survey, you'll learn:

  1. Where your audience came from

  2. How effective your acquisition channels are

  3. Why visitors chose to visit your website

  4. Whether users found what they wanted on your site

Make it your own:

  • Tweak each question in the template or add your own

  • Change the color scheme

  • Remove Hotjar branding (with Scale and Business plans)

  • Pick between full screen, pop-up or external link Surveys

Better understand your visitors

No two visitors to your site are the same. Just because two visitors may have come from a Google search it doesn’t mean they’re after the same thing. To optimize your site and make it more effective you’d better understand where your traffic really came from. 

The folks at Made.com (an e-commerce and retail store for furniture) understand this brilliantly. 

On Made.com, the showroom page guides prospective buyers through their choice of products with color picker functionality. Shortly after seeing the page, people are presented with a question that investigates “How did you hear about this showroom?”.

This is a question you’ll find in the traffic attribution survey template. It’s great because the radio button only allows one answer. With this insight, you could build a quantitative model of your traffic sources and weigh elements such as word-of-mouth or offline advertising that cannot be easily measured through standard analytics tools. And importantly, you’ll finally be able to understand where visitors come from. 

To replicate what Made.com learned, you can use this traffic attribution survey template. It comes packed with all the questions Made.com use. What’s more, the template is fully customizable, meaning you can change the question order, add your own questions, and tweak the design.

3 questions you’ll be able to answer

Are your acquisition channels effective?

Attributing traffic to different acquisition channels is never easy. In fact, it’s often harmful, causing you to overinvest in easy-to-track channels (usually paid ads) and under-invest in hard-to-track channels (usually brand building). To really understand which channels are most effective, you need to ask a portion of visitors where they heard of you. This traffic attribution survey template does just that. 

What are your visitors looking for? 

As your site gets larger, understanding what visitors want gets harder and harder. You have mobile vs. desktop. Different languages. First-time visitors and loyal customers. All these different groups of people may want different things. To better understand what each of them needs you can use this traffic attribution survey template. Not only does it ask what visitors want, but it also lets you segment responses by different factors, so you can learn if mobile visitors want the same things as desktop users.

Is anything missing on your site?

There’s nothing worse than spending months designing a new page only to see visitors bounce off within seconds. Clearly, the page is missing something, but what is it? This traffic attribution template helps you discover just that. By asking visitors if anything is missing, you’ll learn if there’s any important information that you need to add.

Set up the traffic attribution survey in seconds

Getting started with the traffic attribution survey is fast and easy. Start by clicking the ‘Get started with this template’ link at the top of the page. 

Once you’ve pressed that you’ll be asked to create an account and verify your email. 

After you’re verified, you’ll be taken straight to the survey template which will be ready for you to send out to customers to start collecting insights. 

However, you’ll also have the option to install the Hotjar tracking code on your site. This tracking code will allow you to host the survey live on your site rather than via an external URL. This might be useful if you want to show the traffic attribution survey to users on a certain page. It’ll also mean you’ll be able to access all four of the Hotjar features.

Don’t worry, installing the tracking code won’t slow your website down. And it doesn’t cost you anything (our free plans are free forever). So, to set up your full Hotjar account and install the tracking code, follow these steps.


Get started with this template today.