I would like to get as granular as possible to evaluate the source of leads and conversion. Not just at a high level, but to identify trends and even specific social or press mentions.
Topic summary
The original poster seeks granular data on lead sources and conversions, wanting to track trends and identify specific social media or press mentions that drive orders.
Recommended approach:
- Use attribution-focused apps to capture UTM parameters, referrer data, and source/medium tags
- Recognize that tracking tools have limitations with dark social and word-of-mouth referrals
Key solution:
Implement post-purchase surveys asking “How did you hear about us?” to capture customer-reported data that analytics tools miss.
Tools mentioned:
- KnoCommerce and Fairing for managing customer surveys
- AI analysis to cluster and categorize open-text responses at scale (identifying podcasts, influencers, press mentions, niche communities)
The discussion emphasizes combining quantitative tracking with qualitative customer feedback, using AI to analyze text responses and enrich attribution data with human context. The original poster plans to explore these suggestions.
You can collect some of that data with Apps focused on enriched attribution (UTMs, referrer data, source/medium tags, etc), but that’ll only take you so far, especially when attribution gets murky (like with dark social or word of mouth).
In my experience, the real gold comes from asking customers directly. A simple “How did you hear about us?” post-purchase survey can unlock insights that tracking tools miss. And this is where AI really shines, especially for analyzing open-text responses at scale.
You can quickly cluster mentions of podcasts, influencers, press, or even niche communities. Tools like KnoCommerce or Fairing make this process smoother and let you track qualitative lead sources over time.
It’s not just about collecting data, it’s about enriching it with human context. That’s where AI becomes a multiplier.
Hope this helps!
Carlos
2 Likes
Thanks. I will dig in on these suggestions.