Is a Simple “How Did You Hear About Us” Form Better Than a Multi-Touch Attribution System?

Every marketer wants to know what’s working. But when it comes to attribution, companies often face a choice: keep it simple with a ‘How did you hear about us?’ form or invest in an expensive multi-touch attribution system.

While sophisticated attribution tools promise precision, are they truly worth the cost? Or can a simple self-reported method provide just as much value with fewer headaches?

The Case for a Simple ‘How Did You Hear About Us?’ Field

Adding a basic open-ended form field asking, “How did you hear about us?” can provide direct insights from customers without complex tracking systems.

Advantages:

  • Captures what matters most – Customers remember the channel that influenced them the most.
  • No reliance on tracking tech – Works even when cookies and tracking pixels fail.
  • Quick and inexpensive – No need for costly software or data analysts.
  • Provides qualitative insights – Customers mention specifics that tools often miss (e.g., “I saw you mentioned in a LinkedIn post” vs. just “social media”).

Limitations:

  • Subjectivity – Customers may not recall all their touchpoints.
  • Single-source bias – They often attribute discovery to the last touchpoint, even if others influenced them.
  • Not scalable for large businesses – Works best for startups and mid-sized businesses.

The Case for Multi-Touch Attribution Systems

Enterprise-level companies often invest in multi-touch attribution (MTA) platforms to track how multiple marketing interactions influence conversions.

Advantages:

  • Comprehensive view of customer journeys – Tracks every interaction, from the first touch to conversion.
  • Data-driven decision-making – Helps allocate marketing spend based on actual contribution.
  • Automated tracking – Reduces reliance on manual input and self-reported data.

Limitations:

  • Expensive and complex – Requires setup, integration, and ongoing data analysis.
  • Over-reliance on click-based tracking – Often misses word-of-mouth, offline events, and dark social.
  • Privacy restrictions – With increased ad blockers and cookie restrictions, tracking gaps are growing.

Which One Should You Use?

For startups and mid-sized businesses, a simple ‘How did you hear about us?’ field often provides 80% of the insights at 1% of the cost.

For larger companies with multiple campaigns and touchpoints, a hybrid approach—combining self-reported data with attribution tracking—often works best.

Conclusion: Keep It Simple Unless Complexity Is Justified

Not every company needs a multi-touch attribution system. If your business relies on a few core channels, self-reported data might be all you need. But if you’re running multi-channel campaigns at scale, attribution models can help optimize spend.

Which method works for your business? Let’s discuss the best approach for your needs.