Build audiences from survey answers

Enrich events with and build audiences from survey answers.

What you'll build

A custom event that fires only for one survey or quiz answer, for example oily-skin, so destinations can build audiences and report by need-segment.

Quiz and survey apps write each answer as a tag on the order or customer, not a metafield. The tag is already in the standard event schema, so there's nothing to expose through Custom Data Sources first — you condition directly on the tag.

What you need

• A quiz or survey app that tags orders or customers with the answer, for example Octane AI or KnoCommerce

• At least one Littledata destination connected, for example Meta Conversions API, Google Analytics, or Klaviyo

• Access to the Event Editor in the Littledata app

Tag format varies by app, and by how each merchant configures it: a single combined tag like skin_type_oily, or a separate tag per question. Open a recent order or customer with a completed survey in Shopify admin to see the exact tags your setup writes.

Steps

1

Add a custom event

Go to Settings for your destination, then open the Events tab.

Click Add event. Name it for the answer, for example oily_skin_purchase, and select Purchase as the base event. See Derive a new custom event.

2

Scope it with a trigger condition

Add a condition matching the tag for that answer:

Setup	Field	Operator	Value
Order tagged with the answer	properties.tags	contains	skin_type_oily
Customer tagged with the answer	customer.tags	contains	skin_type_oily

Use the tag your app actually writes. See Trigger conditions.

3

Preview and save

Use the event preview to check the payload, then click Save.

Destination notes

• Meta: mark the event as a custom conversion in Events Manager, then build a custom audience and a lookalike from it. Pair each lookalike with creative for that need.

• GA4: mark the event as a key event, or compare conversion rate and AOV against the standard purchase event.

• Klaviyo: use the event to trigger need-specific flows.

Verify it's working

1. Place a test order with a customer account that has completed the survey with the matching answer, or wait for a real one.

2. Confirm the derived event appears alongside the standard purchase event, for example in Meta Events Manager or GA4 DebugView.

Make it yours

This setup is a custom event conditioned on a tag. Repeat it for each answer segment you want to build an audience or report from, for example hair goal or dietary need.

• If your app tags both orders and customers, pick whichever the survey actually writes to.

• Want the raw answer visible as a parameter instead of a separate event? Map the tags field onto the purchase event as a custom parameter instead — see Remap existing events. This sends every tag on the order, not just the survey answer, so it's noisier to report on than a dedicated event.

• Some survey or loyalty apps do sync answers to metafields instead of tags. If yours does, expose it with a custom data source and condition on that field instead.