About Post Purchase Survey
TikTok Post Purchase Surveys (TikTok PPS) is a brief, no-cost 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, to give you a clearer understanding of their discovery journey, decision-making timeline, and the effectiveness of your marketing channels.
TikTok PPS supports the following two questions, and a third customizable question:
"How did you first hear about us?"
"How long did you know about us before making your first purchase?"
TikTok PPS is powered by TikTok Measurement partner KnoCommerce.
Note: If you are already using another Post Purchase Survey solution, only one PPS can run at a time.
Availability
Available to all Shopify advertisers, as well as selected WooCommerce, BigCommerce and other advertisers.
Surveys currently support English, French, German, Spanish, and Portuguese.
Features
Self-serve friendly: Implementation instructions and success checks along the way to improve troubleshooting outcomes.
Seamless integration setup with Shopify: Guided workflow and demo to leverage Shopify's 'checkout extensibility' to add PPS as an App Block to the 'Thank You' and 'Order Status' pages.
Customizable third question: A built-in option to add a third custom question with multiple choice as a radio button, with free-text options. This button allows you to measure customer loyalty, intent to repurchase, insights on new product features, or gather immediate feedback on their biggest pain points.
Expanded reach: PPS supports the connection to other platforms, like WooCommerce and BigCommerce, to utilize insights across all platforms. You can sign up for the allowlist for this feature.
How to Access TikTok PPS
Log in to TikTok Ads Manager.
Go to Analytics and click Attribution Analytics.
Go to Post Purchase Surveys.
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 review your responses and gain insights on your customers' purchase journeys, and view your reporting dashboard.
Cross-channel results are available through KnoCommerce. To access cross-channel results, click on Manage Survey from your PPS screen in TikTok Ads Manager.
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.
