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Documentation overview

Surveys

Surveys turn what your customers think into data you can act on. You ask on a hosted page; answers land in your data warehouse next to orders and conversions, journeys can react to them, and the AI reads the open answers for you.

Find it under Surveys (⌘K and type "surveys", or /surveys). Your surveys also appear in My Library and on Home's "Lately from you" strip like all your other work – clicking one opens it in the studio.

Creating a survey

Click New survey and pick a type:

  • NPS – "How likely are you to recommend us?" The loyalty benchmark, scored 0–10.
  • Satisfaction – a 1–5 rating after an experience (a purchase, a support conversation, onboarding).
  • Feedback – open questions: what almost stopped them, what convinced them.
  • Custom – start from your goal.

Write what you want to learn in the goal field – "Why do trial users stop before their first campaign?" – and the AI drafts the questions, using your business profile (product, audience, brand voice) so they read like your brand asking about your actual product. Edit anything: question text, type (0–10 score, 1–5 rating, one choice, several choices, open answer, or "who they are" – see identity below), required or not, and the options on choice questions. Up to 12 questions; short surveys finish better.

You can also just ask in chat: "create an NPS survey about our checkout" – your agents create surveys, read their results, and write the emails that link them.

Branding the fill page

The fill page carries your brand, not ours: brand name above the title, your logo, and your accent color on the score buttons, selected answers, and the submit button. New surveys inherit all three from the business profile automatically – edit them per survey under Fill page & branding, along with an intro line and the thank-you message.

Tracking on the fill page

Under Fill page & branding → Tracking you can measure survey-page traffic with your own tools:

  • Your AI CMO SDK – pick one of your registered sites and the page tracks into your own analytics; completions fire a survey_completed event.
  • Google Analytics 4 – paste your G-… measurement ID; completions fire survey_complete.
  • Meta Pixel – paste the pixel ID; completions fire SurveyComplete.

IDs only – scripts are never accepted, and the SDK option only accepts sites your account owns. Owner previews are never tracked, so your own test clicks stay out of the numbers. Your privacy policy covers tracking on this page.

A survey starts as a draft. Open for responses makes the link live; Close survey stops new answers (everything already collected stays).

The share link (/s/…) works anywhere – an email campaign, an SMS, a journey step, a QR code on packaging. Two things worth knowing:

  • Links sent through your campaigns carry the recipient. Answers arrive with a name on them, not as "Anonymous".
  • Ask the AI to write the send. In a journey's email or SMS step, brief it with "invite people to the <survey name> survey" – it knows your surveys, includes the right fill link, and the link is personalized per recipient automatically at send time.
  • For links shared publicly (social, QR), add an identity question ("Who they are" in the question types) – it asks for an email, username, or account/player ID in your own wording. An email-shaped answer joins as email; anything else joins as the customer ID your warehouse already uses. When the link already carries the recipient, the question is skipped automatically – nobody is asked twice. (The simpler settings toggle for an optional email field still works.)

Results

The results panel fills as answers arrive:

  • Every answer is recorded the moment it's given – not just on submit. Someone who scores you and closes the tab still counts: their row shows as Partial, a finished form shows as Completed, and the header splits the two ("12 completed · 3 partial"). Partial answers appear in the rollups too – a recorded answer is data either way. Journeys only ever fire on completed responses.
  • The headline number – NPS with its promoter/passive/detractor split, or the average score.
  • Every question rolled up – score distributions as bars, choice counts, open answers in full.
  • AI analysis – from three responses up, one click reads every open answer and gives you the themes (with a representative quote each), a plain-language summary, and the single next move it suggests. Re-run it any time as more answers arrive.

Where the answers go

Every response is also written to your data warehouse as a survey_completed event – with the score, and for NPS the promoter/passive/detractor bucket. Identified respondents also join your Contacts automatically, stamped with their latest score and bucket – no export, no matching by hand. That means:

  • Reports and the Dashboard see survey activity like any other event.
  • Journeys can trigger on it. In the journey builder, choose "when someone completes a survey" – optionally one specific survey – and follow up while the answer is fresh. The classic: a detractor scores you 0–6, a make-it-right email goes out the same hour.
  • Wait steps can hold until a person answers, then continue.
  • Answers → performance. The results panel joins identified respondents to the revenue in your warehouse and compares the groups: how many promoters actually buy, what a detractor is worth, revenue per person per bucket. This is the reason to send surveys through your campaigns – anonymous answers can't join.

Practical recipes

  • Quarterly NPS: NPS survey, sent via an email journey to active customers; a journey triggers on completion and routes detractors to a personal follow-up.
  • Churn reasons: feedback survey linked in your win-back emails – the answers feed the next win-back's messaging.
  • Post-purchase pulse: satisfaction survey in the order confirmation email, one rating and one open question.