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Filter by custom variables to spot patterns in your results

Filter by custom variables to spot patterns in your results

Modern marketing is all about attribution. With multiple campaigns running across multiple channels, knowing what’s working and what’s not can get complicated fast.

Surveys can be great tools for marketing campaigns, but they can also make your attribution headaches even worse. How do people who came from one part of your campaign answer your survey differently from people who came from another part? And how different are the opinions of people who came from your homepage from people who came from a landing page?

We know the answers to these questions could be crucial to the success of your marketing activities, so we’re making it a whole lot easier for you to find them.

You can add query strings to your survey in the form of Custom Variables and pipe in additional information about your respondents through your survey link. From there, you can use filters in SurveyMonkey Analyze to slice and dice your results based on the variables you’ve added and see your results from a whole new angle.

That means you’ll be able to tell how people from your homepage answered differently from people on your blog. And you’ll know exactly how different the opinions of people from your email campaign are from people on your social media campaign.

Learn how to use custom variables
SurveyMonkey’s Help Center has everything you need to know about using custom variables in your next survey.
Learn more

The best thing about custom variables is that they’re flexible. You can pass practically any information about your respondents you might find useful and use Analyze filters to find out more about respondents who fit those variables.

Here are just a few examples of custom variables you can use in your surveys and create filters for:

  • Marketing campaign ID
  • Previous page visited
  • Info you have available from cookies

Interested? Here’s how it works

  1. In the Create section of your survey, select Logic and choose Custom Variable
  2. Add your custom variables (how it appears in the URL string) and their corresponding Labels (how they’ll appear in SurveyMonkey Analyze)
  3. Generate or “pass” the variables through the survey by adding them to the end of your survey’s URL string
  4. Once you have responses, go to the Analyze section of your survey. Click on Filter and choose Filter by Custom Variable. Choose which custom variable you’d like to filter by and enter the matching words associated with it.

Once you’ve got a view of the custom variable you like, you can add more filters to get even deeper insights. For example, you could use filtering by custom variable to focus only on the people who came from a specific email campaign. After that, you can add additional filters to focus on people who came from your email campaign AND who answered a survey question a certain way.

There are practically countless opportunities for segmenting your survey results and finding hidden insights when you use filters and custom variables together. With a little bit of know-how, you’ll have surveys fully integrated into your next marketing campaign.

Want to try using custom variables in your next survey? Get started today.