The Problem with the Question: “How Did You Hear About Us?”
It’s one of the most common questions small business owners ask – usually by default, sometimes by habit, and often without realizing just how flawed it really is. “How did you hear about us?” It sounds innocent. Even strategic. But in reality, it’s the wrong question—and here’s why it’s costing you clarity, accuracy, and potentially even customers.
Your Receptionist Is Not Your Data Analyst
Most businesses rely on an inexperienced employee, usually the receptionist or front desk team, to ask and log this question. But is that their job and do they truly understand what’s on the line?
Let’s be honest:
They’re juggling phones, walk-ins, paperwork, and ten other things.
The answer gets forgotten, misheard, shortened, or skipped entirely.
Even when recorded, it’s often vague. (“Google.” “Saw you online.” “A magazine.”)
The result? Skewed, incomplete, or flat-out incorrect data.
Today’s Market Is Too Noisy for a Single Source
We live in an attention economy. The average consumer sees 4,000 to 10,000 ads a day. That’s not a typo.
They may have:
Seen your logo on a billboard last week,
Flipped past your ad in a magazine,
Glimpsed your reel on social,
Searched your Google reviews,
And finally clicked your website from a reminder email.
Which of those moments ‘made them call’? Even they don’t know.
Attribution is layered, not linear. It’s a process of exposure, not a single moment of discovery. Asking a customer to reverse-engineer their own buyer journey is both unrealistic and unproductive.
Human Factor doesn’t equate to facts.
When we talk about the “human factor” in marketing attribution, we’re referring to the reliance on human memory, perception, and communication to track and report how a customer discovered your business. It sounds simple enough: “Just ask them.” But this is exactly where the data breaks down.
Why? Because people don’t remember things accurately. Especially in today’s saturated media environment, where the average consumer is bombarded with thousands of brand impressions daily.
By the time a client calls your business, their memory of how they found you is vague at best and fictional at worst.
They might say:m“I saw you on Instagram.” But what they don’t remember, or don’t want to be too wordy saying is:
Their friend shared your Facebook post two weeks ago
They drove past your branded vehicle yesterday
Your Google ad popped up when they searched something related
Relying on their single recalled moment leaves out the bigger picture.
Even when someone gives an answer, it’s filtered through their perception—what they think the right answer is. Many people give the most recent interaction, the most familiar brand name, or the easiest option (like “Google”).
This means you’re not getting the full truth. You’re getting a filtered impression, not a factual timeline.
Why? Because people aren’t data recorders and most of them are not marketers. They’re not responding from a marketing perspective not realizing that you may cancel or renew a specific ad based on their response.
You’re Likely Forgetting the Rule of 7
Marketing isn’t magic, it’s math. It takes multiple touch points before someone acts. A consumer may need to see your brand at least 7 times before trusting it enough to buy.
So when they answer, “I think I saw you on Facebook,” what they don’t remember is that:
Your print ad planted the seed,
Your signage reinforced the name,
Your website gave you credibility,
And your social media simply closed the loop.
And now you're giving all the credit to one last impression?
Technology Tracks Better Than People
We live in an era of marketing software, analytics dashboards, tracking pixels, and CRM tools that can show you exactly what’s driving action, when you set them up right.
Google Analytics shows source traffic and can even help track offline advertising.
Call tracking connects leads to campaigns.
UTM codes tell you what they clicked.
QR Codes track engagement taken on an offline ad and direct the customer to the exact action you want them to take.
Relying on human memory over machine precision? That’s old-school, and not in a good way.
It's Just Not Great Customer Service
Finally, and maybe most importantly, when a new customer finally calls you, they’re not a marketing statistic. They’re a person with a need. Interrogating them with “How did you hear about us?” right off the bat comes off as transactional, not relational. It’s not their job to help you track your marketing. It’s your job to serve them.
Lead with: “How can we help you today?”
Not: “How can you help our advertising data?”
The Better Path Forward…
If you want accurate marketing data:
Use modern analytics tools so you can track what can be tracked.
Invest in trustworthy advertising channels that verify your ad reach.
If you must ask the question “how did you hear about us question,” do it on your website’s contact form.
Because the truth is, it’s not just where they heard about you...It’s how many times they did and how you made them feel when they finally reached out.
These other blogs about marketing attribution and ad tracking might help too: