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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

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.

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