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How Did You Hear Summary

Menu Location: Reports > Acquisition > How Did You Hear

Access Level: Manager and above

Last Updated: 2026-03-01

Overview

The How Did You Hear Summary page displays acquisition channel analytics showing how new customers discovered your business. Track referral sources, analyze marketing effectiveness, and optimize customer acquisition strategies.

Primary Functions:

  • View customer acquisition sources
  • Analyze referral channel effectiveness
  • Track marketing campaign performance
  • Compare acquisition channels over time
  • Export customer source data
  • Identify top acquisition methods

Page Layout

Header Section

  • Page title and navigation
  • Date range selector (From/To dates)
  • Search button
  • Link to detailed customer list view
  • Link to revenue report

Summary View (Default)

Two pie charts showing:

  1. How Did You Hear By Category: Main categories (Google, Facebook, Friend, etc.)
  2. How Did You Hear By 'Other': Free-text responses when customers select "Other"

Data tables below charts with:

  • Count (number of customers)
  • Source category or specific response
  • Percentage of total
  • Export buttons (CSV, Print)

Detailed View (Customer List)

Table showing individual customer responses:

  • Date customer signed up
  • Customer name (linked to account)
  • Category selected (Google, Facebook, Friend, etc.)
  • Expanded text response (if "Other" selected)
  • Export functionality

Primary Features

Category Analysis

See which broad acquisition categories drive most customers (Search, Social Media, Referral, etc.).

Detailed Response Tracking

Review specific "Other" responses to understand acquisition channels not covered by standard categories.

Visual Charts

Pie charts provide instant visual understanding of customer acquisition mix.

Date Range Filtering

Analyze acquisition sources for specific time periods to measure campaign effectiveness.

Customer-Level Detail

Drill down to see individual customer responses with links to their accounts.

Common Use Cases

Use Case 1: Monthly Acquisition Report

Goal: Understand customer sources for the month

Steps:

  1. Navigate to How Did You Hear Summary
  2. Set From date: First day of month
  3. Set To date: Last day of month
  4. Click Search
  5. Review pie charts for visual overview
  6. Note top acquisition categories
  7. Check "Other" responses for new sources
  8. Export data for stakeholder report
  9. Compare to previous months

Use Case 2: Evaluate Marketing Campaign

Goal: Measure effectiveness of specific marketing campaign

Steps:

  1. Identify campaign run dates
  2. Set date range to campaign period
  3. View acquisition sources
  4. Look for increase in expected channel:
    • Facebook campaign → Facebook referrals
    • Google Ads → Google search
    • Referral program → Friend/Referral
  5. Compare to baseline period
  6. Calculate campaign ROI
  7. Document results

Use Case 3: Identify New Referral Sources

Goal: Discover new channels driving customers

Steps:

  1. Click link to "Summary Graphs" or detailed view
  2. Review "How Did You Hear By 'Other'" chart
  3. Examine free-text responses
  4. Identify patterns:
    • Specific websites mentioned repeatedly
    • New influencers or blogs
    • Unexpected referral sources
  5. Consider adding popular "Other" responses as new categories
  6. Follow up on promising sources

Use Case 4: Compare Year-Over-Year Acquisition

Goal: Understand how acquisition channels changed

Steps:

  1. Set date range: January 1 - December 31 (current year)
  2. Export data
  3. Change date range: Same period previous year
  4. Export previous year data
  5. Compare in Excel:
    • Channel mix changes
    • Growth in each channel
    • New vs lost channels
  6. Identify trends and strategic shifts needed

Use Case 5: Audit Customer Source Data

Goal: Ensure data quality and identify gaps

Steps:

  1. Switch to detailed customer list view
  2. Review individual responses
  3. Look for:
    • Missing data (customers with no source)
    • Vague responses needing clarification
    • Data entry errors
  4. Contact customers to clarify if needed
  5. Update source categories if necessary
  6. Document common data quality issues

Troubleshooting

No Data Showing

Symptoms:

  • Charts are empty
  • Tables show no results
  • "No events found" message

Check:

  1. Verify date range includes period with signups
  2. Expand date range
  3. Check if "How Did You Hear" feature is enabled
  4. Verify customers are being asked during signup
  5. Try removing date filter to see all data
  6. Contact administrator if persistent

Charts Don't Add Up to 100%

Symptoms:

  • Percentages don't total 100%
  • Numbers seem incorrect

Explanation:

  • Charts show percentage of responses
  • Customers may skip question (missing data)
  • Some customers may have multiple responses
  • Date range filter may not capture complete data

This is usually normal - not all customers answer acquisition question

"Other" Responses Difficult to Interpret

Symptoms:

  • Free-text responses are vague
  • Can't categorize responses
  • Too many unique "Other" entries

Solutions:

  1. Review signup form - make question clearer
  2. Add more specific category options
  3. Make question required to reduce skips
  4. Provide examples of what to enter
  5. Periodically review and recategorize responses
  6. Contact customers to clarify vague responses
  • How Did You Hear Options - Edit category options customers can select
  • How Did You Hear By Customer - Detailed customer-level responses
  • How Did You Hear Revenue - Revenue analysis by acquisition source
  • New Signups - View new customer signups

Best Practices

Data Analysis

  1. Review acquisition sources monthly
  2. Track trends over time, not just snapshots
  3. Compare acquisition costs to customer lifetime value
  4. Segment by channel for targeted marketing
  5. Share insights with marketing and sales teams

Form Configuration

  1. Keep category options clear and comprehensive
  2. Update categories as new channels emerge
  3. Make question required to maximize data collection
  4. Provide "Other" option for unlisted sources
  5. Test signup flow to ensure question displays properly

Marketing Strategy

  1. Double down on high-performing channels
  2. Investigate drop-offs in previously strong channels
  3. Test new channels identified in "Other" responses
  4. Track channel saturation (declining efficiency)
  5. Diversify acquisition mix to reduce risk

Reporting

  1. Include acquisition mix in monthly reports
  2. Track cost per acquisition by channel
  3. Calculate channel ROI regularly
  4. Document seasonal patterns
  5. Create acquisition benchmarks for goal-setting

Quick Reference Card

Task Action/Location
View summary Navigate to How Did You Hear page
Set date range Enter From/To dates, click Search
View charts Scroll to chart sections
See customer list Click link to detailed view
Export data Click CSV or Print buttons
View revenue report Click "Revenue" button in header
Edit categories Click link to "Edit Categories"
See monthly data Set date range to month, search
Compare periods Export two date ranges, compare
View "Other" details Review second pie chart

FAQs

What's the difference between category and "Other" responses?

Categories are predefined options (Google, Facebook, Friend, etc.). "Other" captures free-text responses when customer's source doesn't fit standard categories.

Can I add new categories to the dropdown?

Yes, navigate to "How Did You Hear Options" from the link on this page to add, edit, or remove category options.

Why don't I see recent signups?

Ensure date range includes today. Data appears in real-time as customers sign up. Verify customers are being asked the question during signup.

How do I track specific marketing campaigns?

Use unique URLs with tracking parameters, create temporary campaign-specific categories, or ask customers to enter campaign code in "Other" field.

Can I change a customer's "How Did You Hear" response?

Yes, edit their customer account and update the field. Use sparingly and document reasons for changes.

What if most customers select "Other"?

This indicates your category options don't cover main acquisition sources. Review "Other" responses, identify patterns, and add new categories for common responses.

End of Documentation

For additional help, contact your system administrator or Kiva Logic support.