Self-Reported Attribution

Asking customers directly, often via a 'How did you hear about us?' question, which channel influenced them, capturing sources like podcasts and word of mouth.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Self-reported attribution is asking customers directly which channel influenced them, often with a 'How did you hear about us?' question at sign-up or checkout. It captures sources that digital tracking struggles to see, such as podcasts, word of mouth and offline media. Answers rely on memory, so it works best alongside other measurement methods.