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Target your survey based on respondent attributes
Target your survey based on respondent attributes
Use the information you know about your visitors, like their plans, company or role, to target your surveys
Agnieszka avatar
Written by Agnieszka
Updated over a week ago

Attributes are any pieces of information you know about a respondent and that are stored by your website or web app. Targeting your survey based on respondent attributes lets you use the information you store in your database or website to:

  • create Audiences based on similarities between your website's visitors,

  • target surveys based on demographics, department, or type of company someone works in,

  • make sure that only users with certain characteristics will be shown the survey,

  • collect relevant feedback by triggering a survey only to a chosen group of visitors,

  • filter your responses for better respondent sampling and analysis.

In this article, you'll learn how to create an Audience and choose who should belong to it based on respondent attributes to ensure you show the survey to your target group.

📌 This feature is available on some of the plans. Please visit our Pricing page or reach out to us to learn more by dropping us a line at or talking to us on chat 👉.

Step 1. Collect respondent attributes

1. To collect and use attributes, you need to paste an additional code right before the regular Survicate tracking code on your website. If you haven't installed the Survicate tracking code yet, check this article to see how.

Here’s an example tracking code with reserved attributes attached:

<script type="text/javascript">
  (function(opts) {
      opts.traits = {
          "email": "Respondent's email",
          "first_name": "Respondent's name",
          "last_name": "Respondent's last name"
  })(window._sva = window._sva || {});

Here’s an example tracking code with reserved and custom attributes:

<script type="text/javascript">
  (function(opts) {
      opts.traits = {
          "email": "Respondent's email",
          "first_name": "Respondent's name",
          "last_name": "Respondent's last name",
          "my_custom_attribute": "Custom attribute value"
  })(window._sva = window._sva || {});

❗️Your developer has to modify the code with proper values in order to work correctly. We have prepared developers' documentation, which will be useful for your team to set it up.

You can choose which attribute you want to collect on your website and use it later on in targeting. Here's a list of reserved attributes we’ve standardized:

  • first_name

  • last_name

  • email

  • organization

  • department

  • job_title

  • phone

  • website

  • country

  • address_one

  • address_two

  • city

  • state

  • zip

  • fax

  • annual_revenue

  • employees

Step 2. Target respondents using attributes

1. To set up attribute-based targeting, go to the Target > Audience section of your Website or in-product survey.

2. Click the New Audience button, give your audience a name and click Create Audience

3. Pick Attributes under the Add Filter button:

4. You are able to pick whether you'd like to include or exclude the visitors with a specific attribute:

You can add up to 50 attributes to a filter.

💡 Let's imagine you are interested in targeting visitors from small companies (with up to 50 employees). If company_size is an attribute that has already been created and used before, you'll find it in the drop-down list of the attributes.

In our case company_size should equal 50;

However, you may also be interested in visitors who simply have a certain attribute assigned to them, no matter what its value is (e.g. purchase_id – for any visitors, who purchased from you, i.e. converted into paying customers) → in this case, please select has any value:

❗️Attribute and attribute value names are case-sensitive. Please remember to use the upper case or lower case both on your website and in the Audience. If there’ll be any discrepancy between the attribute you send to Survicate and the Survicate panel, the Audience will not work properly.

5. Once you are ready with the audience you'd like to filter, click Create Audience:

6. Enable the chosen Audience to display the survey correctly:

Step 3. Use multiple Audiences

1. If you have two or more filters in the same audience, we will trigger the survey when all of these filters match the visitor (AND condition).

2. If you have two or more audiences enabled, we trigger the surveys to all enabled audiences. The website visitor must match the requirements of at least one of the enabled Audiences (OR condition).

Step 4. Filter results by respondent attributes

The respondent attributes used to target your website's visitors are included in the Analyze tab of the survey and some of them - in the data export next to a specific respondent.

1. Go to the Analyze tab of your survey, click Filter and you'll see your Custom attributes to choose from:

2. You can also see this attribute with its value in Analyze > Individual responses assigned to the respondents:


I don't see the survey even though I match the respondent attributes

If you don't see the survey, it's also possible you have already answered it. Please try changing the survey's frequency settings.

Best practices

Define other filters in your Audience

Show the survey only to users from a chosen visit source, to visitors speaking a particular language, or using a mobile or desktop device. Learn how to achieve this here.

Target the survey on specific URLs or show it with a delay

Choose to show your survey after someone has scrolled a part of your webpage when they're about to exit or only on some of your website's subpages. Visit our targeting basic guide to learn how to achieve this.

📞 If you have any questions about targeting a survey based on respondent attributes, please reach out to us at or strike up a chat conversation.

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