Did you see the campaign in the past month?
Yes / No / Not sure
The base question. Every later answer depends on whether the person actually saw the campaign, so it comes first.
Sales & MarketingForms
Marketing survey for campaign feedback: measure recall before ratings
A marketing survey for a campaign asks the people who received it whether they saw it, what they remember, how clear it was and what they did next. It complements your campaign data rather than replacing it, because a survey captures recall and perception that clicks cannot show. The key judgement is the order of questions: establish recall before you show the message or ask for ratings, or the answers will measure the prompt rather than the campaign.
What people search
Marketing survey: 260 average monthly searches.Google Ads Keyword Planner · 2026-10-09 · United States
Question bank
Questions in order: recall first, then perception, then action
Where did you see it? Choose all that apply.
Email / Social media / Search results / Website / Event or print / Other
Shows the channels the audience remembers, which is not always the channel where they clicked. Compare the two with your campaign data.
In your own words, what was the main message?
Open response, asked before the message is described
Unprompted recall is a stronger signal than a yes or no, because it shows what stayed. Code the answers by theme instead of marking them right or wrong.
How clear was the message?
1 (not clear at all) to 5 (very clear)
Clarity is a property of the message, so ask it of people who saw it. Read it alongside the answer about what would make it clearer.
How relevant was it to your work or needs?
1 (not relevant) to 5 (very relevant)
Separates a message that was clear but aimed at the wrong group from one that missed its audience altogether.
After seeing it, did you do any of these things?
Visited the website / Asked for more information / Shared it / Did nothing
Self-reported action is something to compare with your campaign data. Treat it as an indication, not a count.
Field blueprint
Fields for one campaign, with recall asked first
| Field | Type | Required | Why you ask it |
|---|---|---|---|
Your experience | Section header | Starts the survey with the recall questions, before anything describes the campaign. | |
Did you see the campaign in the past month?YesNoNot sure | Single choice | Required | Asked before the message is described, so the answer reflects memory rather than the prompt. |
Where did you see it? Choose all that apply.EmailSocial mediaSearch resultsWebsiteEvent or printOther | Multiple choice | Optional | Shows which channels the audience remembers, which may differ from the channels that produced clicks. |
What do you remember? | Long text | Optional | Unprompted recall in the person's own words. Ask it before showing any of the material, if you show it at all. |
How clear was the message? | Rating | Optional | Measures clarity directly. Read it alongside the open answer on what would make the message clearer. |
How relevant was the message to you? | Rating | Optional | Shows whether the message reached the people it was written for. |
Next steps | Section header | Separates the perception questions from the questions about what the person did. | |
After seeing it, what did you do?Visited the websiteAsked for more informationShared it with someoneDid nothing | Multiple choice | Optional | Self-reported action is a clue to compare with your campaign data. It is not a count of results. |
Has your view of us changed?More positiveNo changeMore negativeNot sure | Single choice | Optional | Measures whether the campaign moved perception. Report the share of each answer, including No change. |
Which group are you in?Existing customerProspectPartnerOther | Single choice | Required | Lets you read answers by audience. A prospect and a customer see the same message from different positions. |
Email for a follow-up (optional)Leave this blank if you do not want a follow-up. | Optional | Only for people who agree to a follow-up. Keep it apart from the answers in your analysis. |
Try it
Preview the survey in the order people will see it
Read the results
Report recall first, then read the ratings
Give the recall share before any rating
Report how many people recalled the campaign, and show the base beside that figure. A clarity score from a group that mostly did not see the campaign describes something else.
Code unprompted answers by theme
Count how many people mentioned each theme, not how many words they used, and keep a few answers in the person's own words. A message remembered as a price point and one remembered as a product feature call for different fixes.
Set survey answers beside campaign data
Where people say they visited and your analytics show otherwise, treat the gap as a question to investigate. The survey and the analytics measure different things, so neither overrides the other.
Choose one change the results could support
If recall is low, change the channel or the first line of the message. If recall is good but clarity is low, rewrite the message. Pick one change per campaign so the next survey can show whether it worked.
Mistakes to avoid
Four ways a campaign survey measures the wrong thing
Showing the creative before asking about recall
Once people have seen the ad, every later answer is partly about the ad. Ask the recall questions first, and show the material only in a later question, if at all.
Using the internal campaign name
A project name may never have reached the audience. Ask about the public message, using the wording it actually carried, and keep the internal name out of the survey.
Asking after the moment has passed
A question about a campaign that ended long ago measures memory of the brand in general, not of the campaign. Send the survey while the campaign is still recent enough to recall.
Asking about results your analytics already show
Questions about how many people clicked duplicate your analytics and make the survey longer. Ask about memory, clarity and the reasons behind an action, which analytics cannot show.
Frequently asked questions
How do I measure marketing campaign feedback?
Ask whether people saw the campaign, what they remember, how clear and relevant it was, and what they did afterward. Pair those answers with your campaign data, and read the recall share before any rating.
What is a brand awareness survey, and how is it different?
A brand awareness survey asks whether people know a brand and what they associate with it, usually over a longer period. A campaign feedback survey is narrower: it asks about one message in one window. Use the brand survey to track awareness over time, and the campaign survey to judge a single piece of work.
When should I send a campaign feedback survey?
While people can still recall the campaign. Choose the window with your team, and send the survey only to people who could have received the message, not to your whole list. Record the campaign dates in the report, so readers can match the survey to the period it covers.
Should a campaign survey ask for names?
Only if you will follow up, and then keep the field optional and say what the follow-up is for. Answers you compare by audience group do not need names.
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