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How Did You Hear Options Documentation

Menu Location: Settings > How did you hear? (or Marketing > Acquisition Sources)

Access Level: Administrator and above

Last Updated: 2026-03-01

Overview

The "How Did You Hear About Us?" Options page allows you to create and manage the list of acquisition source options presented to customers during signup. This tracking is essential for understanding which marketing channels are most effective, calculating customer acquisition costs by channel, and optimizing your marketing budget allocation. The page manages the dropdown menu or selection list customers see when asked how they discovered your service.

Primary Functions:

  • Create and edit acquisition source options
  • Manage the list of marketing channels presented to customers
  • Track which sources are being selected most frequently
  • Archive outdated or ineffective sources
  • Organize sources by category or type
  • Measure marketing channel effectiveness

Page Layout

Header Section

  • Add New Source button - Create new acquisition source option
  • Reorder button - Change display order of sources
  • Status Filter - Active, Archived, All
  • Search Box - Find specific sources

Main Content Area

Table displaying acquisition sources with columns:

  • Display Order - Order shown to customers (drag to reorder)
  • Source Name - Customer-facing text (e.g., "Facebook Ad")
  • Internal Name - Admin reference name
  • Category - Grouping (Paid Ads, Social Media, Referral, etc.)
  • Selection Count - Number of customers who selected this source
  • Status - Active or Archived
  • Last Selected - Most recent customer selection
  • Actions - Edit, archive, view customers

Standard Acquisition Sources

Paid Advertising:

  • Google Ads / Google Search
  • Facebook Ads
  • Instagram Ads
  • YouTube Ads
  • Display Advertising
  • Retargeting Ads

Social Media:

  • Facebook (organic)
  • Instagram (organic)
  • Twitter / X
  • Pinterest
  • TikTok
  • LinkedIn

Content & SEO:

  • Google Search (organic)
  • Blog Article
  • YouTube Video
  • Podcast

Referrals:

  • Friend or Family Referral
  • Gift from Friend/Family
  • Referred by Current Customer

Traditional Media:

  • TV Commercial
  • Radio Ad
  • Print Ad (Magazine)
  • Print Ad (Newspaper)
  • Billboard
  • Direct Mail

Partnerships & PR:

  • News Article
  • Press Release
  • Partnership/Affiliate
  • Corporate Partnership
  • Event/Farmers Market
  • Food Blogger/Influencer

Marketplaces:

  • Groupon
  • Living Social
  • Other Daily Deal Site
  • Comparison Shopping Site

Other:

  • Local Business/Store
  • Doctor/Nutritionist Recommendation
  • Search Engine (general)
  • Can't Remember
  • Other (please specify)

Creating and Managing Sources

Add a New Acquisition Source

Steps:

  1. Click "Add New Source" button
  2. Enter Customer-Facing Name (what customers will see)
  3. Example: "Friend or Family Referral"
  4. Enter Internal Name (optional admin reference)
  5. Example: "Referral - Organic"
  6. Select Category (for reporting grouping)
  7. Example: "Referral Program"
  8. Set Display Order (where in list it appears)
  9. Lower numbers appear first
  10. Common sources at top, "Other" at bottom
  11. Set Status to Active
  12. (Optional) Add Description for internal notes
  13. Click "Save Source"

Naming Best Practices:

  • Use customer-friendly language
  • Be specific enough to differentiate (not just "Social Media")
  • Keep concise (fits in dropdown)
  • Avoid jargon or internal campaign codes

Example:

  • Good: "Facebook Ad" (clear, specific)
  • Bad: "FB-Campaign-Q1-2026" (internal jargon)

Edit Existing Source

Steps:

  1. Find source in list
  2. Click "Edit" icon
  3. Update name, category, or order
  4. Click "Save Changes"

Impact:

  • Name changes appear immediately for new signups
  • Historical data retains original name
  • Selection count preserved

Archive Outdated Source

Instead of deleting, archive sources no longer used:

Steps:

  1. Find source to retire (e.g., "Groupon" if no longer running)
  2. Click "Edit"
  3. Change Status to "Archived"
  4. Save changes

What Happens:

  • Source no longer appears in customer signup dropdown
  • Historical data and selection count preserved
  • Can view archived sources with filter
  • Can reactivate if needed later

When to Archive:

  • Marketing channel discontinued
  • Campaign ended
  • Platform no longer used
  • Duplicate or redundant source

Common Use Cases

Use Case 1: Set Up Standard Sources for New Business

Goal: Create comprehensive acquisition source list

Steps:

  1. Review recommended source categories above
  2. For each active marketing channel, create source:
    • Google Ads → "Google Ad"
    • Facebook organic → "Facebook"
    • Facebook paid → "Facebook Ad"
    • Referral program → "Friend or Family Referral"
    • Local farmers market → "Farmers Market/Local Event"
  3. Add catch-all options:
    • "Search Engine (Google, Bing, etc.)"
    • "Can't Remember"
    • "Other (please specify)"
  4. Order sources:
    • Most common sources at top
    • "Can't Remember" and "Other" at bottom
  5. Test signup form to verify display

Result: Comprehensive tracking from day one

Use Case 2: Analyze Which Sources Drive Most Customers

Goal: Understand most effective acquisition channels

Steps:

  1. Export or view all sources with selection counts
  2. Sort by Selection Count (highest first)
  3. Identify top sources:
    • "Friend or Family Referral": 450 customers (32%)
    • "Facebook Ad": 280 customers (20%)
    • "Google Search": 210 customers (15%)
    • "Instagram": 140 customers (10%)
    • All others: < 10% each
  4. Cross-reference with marketing spend:
    • Referrals: $0 direct cost (high ROI!)
    • Facebook Ads: $15,000 spent (CAC = $53.57)
    • Google Search: Organic (SEO investment)
  5. Strategic decisions:
    • Invest more in referral program (highest ROI)
    • Optimize Facebook ads (good volume, reduce CAC)
    • Continue SEO efforts (strong organic)

Impact: Data-driven marketing budget allocation

Use Case 3: Add Campaign-Specific Tracking Source

Goal: Track specific marketing campaign effectiveness

Steps:

  1. Scenario: Running TV commercial in March
  2. Add temporary source:
    • Name: "TV Commercial"
    • Category: Traditional Media
    • Status: Active
    • Display Order: High (near top during campaign)
  3. Activate at campaign start (March 1)
  4. Monitor selection count during campaign
  5. At campaign end (March 31):
    • Note final count: 35 customers
    • Calculate ROI vs. TV ad spend
    • Keep Active if continuing, Archive if one-time campaign
  6. Use data for future TV advertising decisions

Tracking: Specific campaign attribution

Use Case 4: Clean Up and Consolidate Sources

Goal: Simplify and improve data quality

Steps:

  1. Review all sources (including archived)
  2. Identify issues:
    • Duplicates: "Facebook" and "Facebook.com" (merge)
    • Too specific: "Facebook Ad Campaign 123" (consolidate to "Facebook Ad")
    • Outdated: "Myspace" (archive)
    • Vague: "Internet" (discontinue, use more specific options)
  3. Consolidation strategy:
    • Keep going forward: Use "Facebook Ad" only
    • Historical data: Note that "Facebook Ad Campaign 123" should be grouped with "Facebook Ad" in reporting
  4. Archive obsolete sources
  5. Update active list to clean, standardized options

Before: 45 sources (many duplicates, confusing) After: 18 sources (clear, actionable)

Use Case 5: Track Referral Program Effectiveness

Goal: Measure referral program success over time

Steps:

  1. Filter sources to "Friend or Family Referral"
  2. Track selection count monthly:
    • January: 35 referrals
    • February: 42 referrals
    • March: 58 referrals (after launching incentive)
    • April: 51 referrals
  3. Calculate referral rate:
    • % of new customers from referrals
    • March: 58 / 145 total = 40% of new customers!
  4. Compare to referral incentive costs:
    • $20 credit per referral × 58 = $1,160 cost
    • 58 new customers × $800 avg LTV × 25% margin = $11,600 value
    • ROI: 900% return on referral program
  5. Decision: Expand referral incentives

Insight: Referrals are highest-ROI acquisition channel

Best Practices for Source Management

Source List Design

Keep It Simple:

  • 10-20 active sources ideal
  • Too many options = decision paralysis
  • Too few = "Other" gets overused

Be Specific Enough:

  • Distinguish paid vs. organic social ("Facebook Ad" vs. "Facebook")
  • Separate major channels (Google, Facebook, Instagram)
  • Lump minor channels ("Other Social Media")

Make It Easy:

  • Most common sources at top of list
  • Alphabetical within categories
  • "Can't Remember" and "Other" always at bottom

Naming Conventions

Customer-Facing Names:

  • Use language customers understand
  • "Friend or Family Referral" not "Organic Referral Program"
  • "Google Search" not "SEM Organic"
  • "Facebook Ad" not "Meta Paid Social"

Internal Tracking:

  • Use Category field for grouping
  • Add notes for campaign codes
  • Don't put campaign IDs in customer-facing name

Data Quality

Required vs. Optional:

  • Consider making "How did you hear?" required
  • Improves data completeness
  • Some customers genuinely don't remember (provide that option)

Incentivize Accuracy:

  • Some businesses offer small credit for completing question
  • Increases response rate
  • Improves data quality

Regular Cleanup:

  • Quarterly review of sources
  • Archive discontinued channels
  • Consolidate similar sources
  • Update based on current marketing mix

Tracking and Reporting

Key Metrics by Source

For Each Source Track:

  • Total selections (customer count)
  • % of total signups
  • Trend over time
  • Customer quality (LTV, retention)
  • Acquisition cost (if paid channel)

ROI Calculation: 

Channel ROI = (Customers × Avg LTV × Profit Margin) - Marketing Cost
                        Marketing Cost

Example (Facebook Ads):
(280 customers × $800 LTV × 25% margin) - $15,000 spend = 270% ROI
                    $15,000 spend

Reporting Views

Pie Chart View:

  • Visual distribution of acquisition sources
  • Quick snapshot of channel mix
  • Identify dominant channels

Trend Over Time:

  • Line graph showing source selections by month
  • Spot seasonal patterns
  • Measure campaign impact

Cost Per Acquisition:

  • Calculate CPA by channel
  • Compare to customer LTV
  • Identify most efficient channels

Troubleshooting

Too Many "Other" or "Can't Remember" Selections

Symptoms:

  • 30%+ of customers selecting "Other" or "Can't Remember"

Possible Causes:

  • Missing common sources
  • Sources not specific enough
  • Sources use unfamiliar terminology
  • Question timing (too long after discovery)

Solutions:

  1. Review "Other" write-in responses for patterns
  2. Add frequently mentioned sources
  3. Clarify source names
  4. Make source options more prominent
  5. Ask question earlier in signup

Source Not Getting Selections Despite Active Campaign

Check:

  1. Is source Active (not Archived)?
  2. Is source visible in signup form?
  3. Is source name clear to customers?
  4. Did campaign actually launch?
  5. Are customers seeing/clicking campaign?

Example: Ran Instagram ads but source named "Instagram Stories" - customers selected "Instagram" instead. Rename or consolidate.

Historical Data Shows Different Source Names

Symptoms:

  • Reporting shows old source names no longer in use

Explanation:

  • Historical data preserves original selection
  • Name changes only affect future signups
  • This is intentional for data integrity

Solution: Group related sources in reporting (e.g., all "Facebook" variations together)

  • Customers (customers.php) - View customer acquisition sources
  • New Signups (admin-rejoins.php?new=1) - Recent signups with source data
  • Customer Detail (customer_info.php) - Individual customer source
  • Analytics/Reports - Acquisition source reporting and analysis

Permissions & Access

Required Access Level: Administrator or higher

Access Level Capabilities:

  • Administrator: Create, edit, archive sources; view reporting
  • Kiva Admin: All features + system configuration, bulk operations

Restricted Features:

  • Delete Sources: Not recommended (use Archive instead)
  • Bulk Edit: Administrator or higher
  • System Configuration: Kiva Admin only

Best Practices Summary

Strategy

  1. Start comprehensive - Cover all active marketing channels
  2. Keep updated - Add sources as you launch new campaigns
  3. Archive, don't delete - Preserve historical data
  4. Review quarterly - Clean up and optimize list
  5. Track ROI - Calculate acquisition cost and lifetime value by source

Execution

  1. Customer-friendly names - Clear, recognizable terms
  2. Logical ordering - Common sources first, "Other" last
  3. Appropriate granularity - Specific enough to be actionable
  4. Consistent categories - Group related sources for reporting
  5. Make it required - Don't let customers skip this valuable data

Analysis

  1. Monthly reporting - Track trends and patterns
  2. Compare to spend - Calculate ROI for paid channels
  3. Quality over quantity - High LTV sources > high volume sources
  4. Test and optimize - Adjust marketing based on source performance
  5. Share insights - Inform marketing strategy with source data

Quick Reference Card

Task Action/Location
Add new source Click "Add New Source" button
Edit source name Click Edit > Update name > Save
Reorder sources Drag and drop or edit Display Order
Archive outdated source Edit > Change Status to Archived
View selection counts Review Selection Count column
Find customers by source Customers > Filter by acquisition source
Analyze source performance Export data, calculate ROI by source
Restore archived source Filter: Archived > Edit > Set Active

FAQs

Should I create a source for every marketing campaign?

Not necessarily. Use sources for channels (Facebook Ad, Google Search), not individual campaigns. Track campaign details separately (UTM codes, promo codes).

How specific should my sources be?

Specific enough to make marketing decisions. "Facebook Ad" vs. "Facebook organic" is useful. "Facebook Ad Campaign 12345" is too specific for this tool.

What if customers don't remember where they heard about us?

Provide "Can't Remember" option. 15-25% not remembering is normal. Don't force customers to guess.

Can I require this question?

Yes, recommended for data completeness. Provide "Can't Remember" option for those who genuinely don't know.

Should I include competitors as sources?

No need. If customer found you while researching competitors, "Google Search" or "Comparison Site" is sufficient.

How do I track referrals vs. other word-of-mouth?

Use "Friend or Family Referral" for direct referrals. "Can't Remember" often includes organic word-of-mouth.

What if I change source names?

Changes only affect future signups. Historical data keeps original name. May need to manually group in reporting.

Can I see which specific customers came from each source?

Yes. Filter customers by acquisition source to see full list.

How often should I update my source list?

Add new sources when launching new marketing channels. Review and clean up quarterly. Archive ended campaigns.

Change Log

2026-03-01

  • Initial documentation created
  • All sections completed per template requirements
  • Included recommended source categories
  • Added ROI calculation framework

End of Documentation

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