Self-reported attribution: Kettle and Crumb, Sep 1 to Sep 30, 2026
Limits first: this rests on 40 survey answers from 112 orders in one month. Answers are what customers remember about first hearing of you; they are not tracked conversions, and shares on this few answers move a lot with each answer.
Survey question
Your current options are not randomized. Proposed question, HELD until you approve publishing it:
How did you first hear about us? (channel order randomized each time) - Instagram ads - Podcast ads - Google search - Friend or family - TikTok creators (always last, in this order) - I don't remember - Other (please tell us): [text box]
Why: SourceMedium recommends offering "I don't remember" so customers who do not recall do not pick a random channel, randomizing channel order "to prevent position bias", and keeping "I don't remember" and "Other" "pinned at the bottom" (Platform facts). Channel labels are yours, unchanged.
Answer counts
Other answers recoded only when the text names a listed channel:
| Answer | Order | Other text | Counted as | Why |
|---|---|---|---|---|
| A8 | 50108 | "heard the host mention you on the Night Shift Kitchen show" | Podcast ads | names the Night Shift Kitchen show, listed with Podcast ads |
| A26 | 50126 | "newsletter" | Other | names no listed channel; kept as Other |
| A31 | 50131 | "saw a creator unboxing on TikTok" | TikTok creators | names TikTok |
| A32 | 50132 | "my sister" | Other | names no listed channel; kept as Other |
| A39 | 50139 | "farmers market booth" | Other | names no listed channel; kept as Other |
Rule: share of all = answers / 40; share excluding "I don't remember" = answers / 34 (40 minus 6).
| Answer | Answers | Share of all answers | Share excluding I don't remember |
|---|---|---|---|
| Instagram ads | 11 | 27.5% | 32.4% |
| Podcast ads | 7 | 17.5% | 20.6% |
| Google search | 5 | 12.5% | 14.7% |
| Friend or family | 4 | 10.0% | 11.8% |
| TikTok creators | 4 | 10.0% | 11.8% |
| Other | 3 | 7.5% | 8.8% |
| I don't remember | 6 | 15.0% | |
| Total | 40 | 100.0% | 100.0% of 34 |
Responses: 40 answers / 112 orders = 35.7% of orders answered.
| Measure | Value |
|---|---|
| Orders | 112 |
| Answers | 40 |
| Answers / orders | 35.7% |
Spend comparison (estimate)
Rule: spend / survey answers naming the channel. This is spend per survey mention, an estimate, not a cost per order and not ROAS: it ignores the 72 orders without an answer and the 6 "I don't remember" answers.
| Channel | Spend | Answers | Spend per answer (estimate) |
|---|---|---|---|
| Instagram ads | $2,400 | 11 | $218.18 |
| Podcast ads | $1,500 | 7 | $214.29 |
| Google search | $0 | 5 | no spend |
| Friend or family | $0 | 4 | no spend |
| TikTok creators | $900 | 4 | $225.00 |
What to test
| Test | Channel | Number to watch |
|---|---|---|
| T1 | All | Answers per channel after options are randomized and "Other" has a text box, compared with this month's table |
| T2 | Podcast ads | Podcast ads answers in the month after the next episode with your read, compared with this month's 7 |
| T3 | Other | Whether "farmers market booth", "my sister" or "newsletter" repeat; if so, ask whether to add them as options |
Questions for you
- Should "my sister" count as Friend or family? The text does not name the option, so I kept it as Other.
- Is the newsletter one of your channels? It is not on your list.
- Does Google search have any spend, such as ads, that the $0 leaves out?
Needs your decision
- Publishing the new survey question waits for your approval.
- No budget change is proposed; the spend table is an estimate to read next to your ad platform data.