Survey metrics explained

How customers who answered, response rate, revenue covered, answered order value and answer shares are counted on the Survey page.

3 min readUpdated 7 October 2026

The post-purchase survey asks customers on the thank you page where they first heard about you and what almost stopped them buying. The Survey page counts the answers and joins each one to its order, so you can see answers by new or returning customer, country and channel.

Before you start

The survey must be live. Switch it on in Settings, Survey (the Survey settings need the survey permission for your role).
The Survey page is under Customers and needs the commerce permission, on a plan that includes survey results.

The four tiles

Tile	How it is counted
Customers who answered	Each answered order once, whichever questions the customer answered.
Response rate	Customers who answered divided by the period's orders, under the brand's Shopify data filters. Changes are shown in points.
Revenue covered	The value of the answered orders, each order once.
Answered order value	Revenue covered divided by the answered orders: the average order of the customers who answered.

A worked example

Fellwick had 1,000 orders in a month. 250 customers answered the survey, and their orders were worth 30,000.

Response rate: 250 divided by 1,000 = 25%
Revenue covered: 30,000
Answered order value: 30,000 divided by 250 = 120

The questions

Every brand asks the same four questions:

Where did you first hear about us? (required)
What almost stopped you from buying today?
What made you choose us over the alternatives?
Where else did you consider buying?

Answers are shown to each customer in their own random order, with Other, Nothing and Nowhere else kept last, so the order on screen does not favour any answer.

Step by step: read the answers

Open the brand and choose Customers, then Survey.
Set the period and comparison in the command bar.
Use the Customer, Country and Channel filters at the top to narrow every figure on the page.
Choose a question from the dropdown. The first question is shown first.
Switch between Bar and Donut to see the answers as bars or as a ring.
Select a bar, a slice or an answer chip to list only the responses with that answer. Each row shows the date, the order, the answer, any written answer, the customer, the order value, the country and the channel. Select a row to open the order.

What each answer shows

For each answer you see its count, its share of the question's answers, and, where the answer is matched to an order, the revenue and average order value of those orders. With a comparison and enough answers, the change is shown in words.

Troubleshooting

"The survey is not live": switch it on in Settings, Survey. Answers appear once customers start answering.
"No answers match these filters": clear a filter or choose a longer range.
"No answers in this period": choose a longer range. Smaller stores may need several weeks to collect enough answers to compare.

Frequently asked questions

Why can answer shares add up to more than 100%?

Some questions let customers pick more than one answer. Each share is of the people who answered that question, so when people pick two answers the shares add up to more than 100%. The page says so under the question when it applies.

Why is no change shown against the comparison period?

A change is shown only when there is a comparison selected and the question has at least 30 answers. With fewer answers the difference would mostly be chance.

Why did an answer appear later than the order?

A customer can answer before their order reaches Fabrik. The answer is matched to its order when you look at the page, so it counts with its order details once the order arrives.

Can I rename an answer?

No. Every brand asks the same questions with the same answers, so results can be compared. You can add your own answers in Settings, Survey, but not rename or remove the standard ones.

Does response rate use the same orders as my sales?

Yes. It divides customers who answered by the period's orders, under the brand's Shopify data filters. A customer, country or channel filter on the page applies to both sides.