Revenue analysis & extrapolation

The revenue analysis shows you how much revenue is behind each response. PollHero links the responses to a question with the respondents' orders and extrapolates the result to all orders of your project. The most common use is the post-purchase survey: you ask after checkout how someone heard about you and learn which marketing channel brings the customers with the highest revenue, not just which one is mentioned most often.

Switching on the revenue analysis for a questionCopy Anchor Link

The revenue analysis does not appear in reporting automatically. You switch it on for each question individually:

1. Open the survey in the editor and select the question.
2. Expand Advanced Settings below the question.
3. Turn on Activate revenue extrapolation in reporting.
4. Save the survey.

Reporting then shows the expandable Revenue analysis & extrapolation table below the question. You see the first values within an hour at the latest.

The Revenue analysis & extrapolation tableCopy Anchor Link

The table is sorted by revenue, with the highest-revenue response at the top.

Count counts responses; revenue and extrapolation work with the orders of the people behind them. One person may have ordered several times. The table does not show the number of orders per response as a separate column, but you get it as Revenue ÷ AOV.

The extrapolation factor is the number of all orders in your project divided by the number of orders of all people who answered this question. It scales the responses up to your entire customer base. The assumption behind it: survey respondents are distributed across the answers in the same way as your customers overall.

Example: post-purchase surveyCopy Anchor Link

A shop shows the question “How did you hear about us?” on the order confirmation page after checkout. Under Users see the survey, Only once is set, so each person answers exactly once.

• 200 people answered: 60 with Google, 120 with Instagram, 20 with Recommendation.
• Each of them has at least the order after which they were asked. With repeat purchases, the 60 Google people have 120 orders, the 120 Instagram people 140 and the 20 Recommendation people 40. That is 300 orders in total.
• The whole project has 1,500 orders.

The extrapolation factor is therefore 1,500 ÷ 300 = 5. The Orders column in the table below is only there for explanation; reporting does not show it.

How to read the result:

• Most people come via Instagram (60 %). But Google customers bring the most revenue: they order twice on average (120 orders from 60 people) and with a larger basket (AOV €100 instead of €70).
• Extrapolated to all 1,500 orders, around 600 orders and €60,000 in revenue come from customers who found you via Google. This helps you, for example, to allocate marketing budget by revenue rather than by number of mentions.
• The extrapolated orders add up to 1,500 again, i.e. all orders of your project.

Timing and visibility of the surveyCopy Anchor Link

Which orders are behind a response depends on when your survey appears and how often the same person sees it.

After the purchase (post-purchase): Every person who answers has at least one order. The number of orders is therefore at least as high as the number of people.

Before the purchase or independently of it, for example on product pages or in the blog: people without an order count towards Count and Percentage but bring no revenue. With such surveys there can be fewer orders than responses. If someone only buys after taking part, the order still counts as soon as it is reported.

Visibility, set under Users see the survey:

• Only once, Until they submit at least one answer or Until the survey is fully completed: Each person answers once. All of their orders, including later repeat purchases, count towards this one response. This shows you how valuable a channel's customers are over time.
• Always: The survey appears again after every purchase. Count then counts every response, so a person with three purchases can count three times. Their orders still go into revenue and extrapolation only once per answer option. If they answer differently on different purchases, their orders count for each of these answers.

Good to knowCopy Anchor Link

• All orders count: All orders of the people in the project are taken into account, including orders placed before they took part in the survey.
• Entire period: Revenue, AOV and extrapolation always refer to the entire period. Date filters and segments only change Count and Percentage.
• Several responses per person: With Multi Select or the visibility Always, a person can appear under several responses. Their orders then count for each of them. The extrapolated values of all rows can therefore add up to more than the orders of your project.
• Free text in Single Select and Multi Select: Only the predefined answer options are evaluated, not free text from “Other”.
• Imported responses: Responses imported from CSV are included, as are orders imported along with them.

Discount Code SummaryCopy Anchor Link

You can also analyse whether the people behind a response ordered with or without a discount code. To do so, turn on Discount Code in the question's Advanced Settings. Reporting then shows the Discount Code Summary. It shows how many people ordered with and without a discount code (Share of Responses), as well as revenue and AOV per discount code.

The Discount Code Summary is updated once a day and also refers to the entire period. You send discount codes with purchase tracking in the coupon field.