‘How did you hear about us?’ options and examples

A question that fits a real conversation

Try: ‘Before we finish, how did you find us?’ Ask once, and let the person answer in their own words before suggesting a source. Avoid ‘Did you see our Facebook ad?’ because that introduces an answer they may not have mentioned.

If they say ‘online’, a neutral follow-up is ‘Was that a search, social media, or somewhere else?’ If they still do not know, record Not sure. Do not turn an uncertain answer into Google search just to complete the record.

Start with these source options

• Google search — a search result the customer remembers.
• Google ad — only when they identify an ad rather than a search result generally.
• Social media — use separate platforms only if the distinction is useful and people can answer it.
• Customer referral — a recommendation from someone who already knows your business.
• Sign / passing by — discovery through your physical location or signage.
• Website — useful when that is all the person remembers, though it may not explain how they discovered the site.
• Other — an answer your list does not yet cover.
• Not sure — the customer cannot remember.
• Didn’t ask — your team did not collect an answer.

This is a starting list, not a universal survey. Add events, directories, partner referrals or print material when you actually use them. A local service company and a retail shop may need different choices. Keep the list short enough that your team can use it during a busy shift.

Three examples of recording the answer

• ‘My neighbor recommended you.’ Source: Customer referral. If the person called, contact type: Call.
• ‘I saw the sign while driving.’ Source: Sign / passing by. If they came in, contact type: Walk-in.
• ‘I found your website but don’t remember how.’ Source: Website, if that is one of your categories. Do not relabel it as an ad or a search without evidence.

If someone remembers several touchpoints, agree on which question your team is answering: first discovery or the most recent trigger. How They Found You records one source per inquiry, so it is not a complete multi-touch journey. Keep that limitation in mind when reviewing results.

Make the answers useful over time

1. Teach the team the difference between a source and a contact type with one example.
2. Keep the wording consistent at every location.
3. Review Other and unknown responses before adding more categories.
4. Compare periods with similar collection habits. A rise in recorded inquiries may reflect better recording, not more demand.

Customer recall is imperfect. Use these answers to start an investigation, then compare them with website analytics, ad reports and actual sales. A source choice alone cannot prove that a specific campaign deserves credit for a sale.