About Post Purchase Survey

Last updated: December 2024

What are Post Purchase Surveys?

TikTok Post Purchase Surveys (TikTok PPS) is a brief questionnaire presented to customers immediately after they complete a purchase on your website. These surveys help you gather valuable insights directly from customers at the point of purchase, giving you a clearer understanding of their discovery journey, decision-making timeline, and the effectiveness of your marketing channels. TikTok PPS is powered by TikTok Measurement partner KnoCommerce.


How to Access TikTok PPS

Availability:

  • TikTok PPS is currently in Open Beta.

  • Available to all Shopify advertisers, as well as select WooCommerce, BigCommerce and other advertisers.

  • Surveys currently support English, French, German, Spanish, and Portuguese.

  • If you aren’t automatically enabled, you can file a ticket here to be manually listed for PPS.


Steps to Access:

  1. Log in to TikTok Ads Manager.

  2. Go to Analytics > Attribution Analytics.

  3. Navigate to Post Purchase Surveys (Beta).

  4. Complete the sign-up process as prompted.


Data Collection Period: After setup, allow 10–21 days for surveys to collect initial data. Once collected, revisit the interface to view your reporting dashboard.

Understanding TikTok Post Purchase Survey Metrics

Once your survey responses are collected, you can analyze the data within Attribution Analytics. Below are key metrics and their definitions:

Metric

Definition

How to read this data

Discovered on TikTok

Percentage of surveyed customers who indicated TikTok as their first point of brand discovery.

If high, increase TikTok investment or test new ad formats; if low, refine creative or targeting.

Survey Reported Purchases

The count of completed purchases where the respondent reported initially learning about the brand on TikTok.

Use as a measure of TikTok’s contribution; if low, adjust targeting or creative; if high, consider scaling.

Total Projected Conversions

Extrapolated conversions if 100% of purchasers completed the survey, based on the Survey Reported Purchases.

If much higher than click attributed conversions, consider longer attribution windows, view-through measurement, or increased TikTok spend.

Total Projected TikTok Revenue

The projected total revenue attributed to TikTok if all customers responded, based on Survey Reported Purchases.

If significantly higher than attributed revenue, reevaluate budget allocations or creative to better capture potential TikTok-driven sales.

Survey Results vs. Last Click Purchases

Compares the Total Projected Conversions (above) to last-click UTM-attributed purchases, highlighting any discrepancies. For more information see here.

If survey suggests higher conversions, adjust attribution windows or incorporate view-through conversions to better reflect TikTok’s actual impact.


Best Practices for Using Post Purchase Surveys

  • Compare Channels Regularly: Use survey insights to verify which channels your customers say they discovered your brand on.

  • Compare to your attribution data: If survey findings differ from your analytics, adjust attribution windows or include view-through conversions for better accuracy.

  • Long-Term Monitoring: Revisit survey data periodically (e.g., monthly or quarterly) to see if brand discovery sources shift over time.

  • Attribution Calibration: If PPS results show certain channels are under-credited by current models, consider creating an "attribution multiplier." This multiplier adjusts internal analytics or marketing mix models, giving a more accurate representation of each channel’s true value.

  • Placement testing: Shop vs Web Ads: If surveys highlight Shop Ads as a key discovery point, invest more there; if Web Ads dominate, focus your efforts accordingly.


Frequently Asked Questions (FAQs):

  1. How can I access cross channel results?

    1. This is available via our partner KnoCommerce. To access this, please click on "Manage Survey" from your PPS screen in TikTok Ads Manager.

  2. Setup & Usage Support

    1. If you need help setting up or using Post Purchase Surveys, submit a support request here.

  3. Can I implement PPS on my TikTok Shop?

    1. Post Purchase Surveys is a solution for website deployment, to be delivered at checkout completion or lead submission.

  4. Using Another PPS Provider

    1. If you already use another Post Purchase Survey solution, note that only one PPS can run at a time.

  5. Accessing Survey Results

    1. Go to Attribution Analytics > PPS to review responses and gain insights on your customers’ purchase journeys.

  6. Adding Custom Questions

    1. Currently, TikTok PPS support only the following two questions:

      1. "How did you first hear about us?"

      2. "How long did you know about us before making your first purchase?"

  7. Additional Costs

    1. There are no extra fees. Post Purchase Surveys are included as part of TikTok's Ads Measurement suite.