Understanding Hidden Fields: Simpler Than You Think

Hidden fields function as markers to indicate the origin link through which a survey response was submitted.

For instance, appending ‘source=instagram’ to the end of a survey link posted on Instagram means that responses submitted through this link will carry this marker. Automatically, a column named ‘source’ is added to the response sheet, populated with the value ‘instagram’. Thus, hidden fields enable you to trace the source of survey responses without explicitly asking respondents, “Where did you find us?”

Let’s Dive into a More Concrete Example

Imagine Paprika Data Lab has created a form called “Walla Workshop Registration”. Hoping to attract a large audience, they decide to advertise this form across three channels: Instagram, YouTube, and Facebook. They use both video and image ads, incorporating two core messages: “Boost Your Work Efficiency” and “The Ultimate Form Builder”.

• Ad Sources: Instagram, YouTube, Facebook

• Ad Formats: Video, Image

• Key Messages: “Boost Your Work Efficiency (Copy1)”, “The Ultimate Form Builder (Copy2)”

This results in a total of 12 unique ad variations (3 sources * 2 formats * 2 messages). Without hidden fields, Paprika Data Lab would only see a mixed bag of results from these 12 different ads as one aggregated outcome, without insights into which ad source or format performed best.

However, Paprika Data Lab is curious about:

1. The Most Effective Ad Strategy: Which ad format drives the most responses? Which among Instagram, Facebook, and YouTube is the most effective source?

2. Specific Response Origins: Noticing that a respondent named ‘Jerry’ has provided an exceptionally detailed application, we wonder, “Which source did this respondent come through?”

To address these questions, one might consider adding a question directly in the survey about the source of discovery. However, this approach could lead to inaccuracies as respondents might not recall the ad details correctly, and adding more questions could potentially overwhelm them.

The Most Straightforward Data Collection Method

Efficient marketers turn to hidden fields. Simply by crafting the link correctly, every response will automatically fill the hidden field.

The process is straightforward. First, within Walla’s ‘Settings’ tab, click ‘Edit Hidden Fields’ and enter the title for your hidden field.

‘Hidden Field Title’ refers to the broad category name under which you want to group the source of traffic. For instance, if uploading a form across Instagram, Facebook, and YouTube, a common title could be ‘source’. This title can be any word, although there are general classifications and titles commonly used:

• If you’re pinpointing the exact location where the link appears, like Instagram, Facebook, YouTube, or KakaoTalk, the grouping title could be ‘source’.

• For the nature of the source, like CPC, social, or organic, the title could be ‘medium’.

• To distinguish between campaigns, like ‘December Promotion’ or ‘First Week of January Subscriber Event’, the title could be ‘campaign’.

Next, generate custom links for each ad. Each specific scenario should have its unique link. For example, a link for a survey promoted as ‘YouTube-Video Ad-Copy1’ might look like this: ‘https://walla.my/v/ZfrJwikMOS8Pp3UZd0Tz?source=youtube&form=video&contents=copy1’. This indicates that the source is YouTube, the form is video, and the content is Copy1.

Distribute these 12 customized survey links accordingly, and you’re all set! For instance, placing the link ‘https://walla.my/v/ZfrJwikMOS8Pp3UZd0Tz?source=instagram&form=video&contents=copy2’ in an Instagram video ad for Copy 2 makes perfect sense. By reading the hidden fields after the ‘?’, you can tell the source, form, and content type.

The power of hidden fields is evident in the response sheet, where you can identify the specific ad through which a response was generated, as illustrated below. The information within the red box indicates the source, ad format, and content type—all automatically recorded by hidden fields.

Exploring Data Through Hidden Fields

Hidden fields allow for the segmentation of collected data. Instead of viewing survey data as a monolith, hidden fields enable the analysis of various variables, such as source and medium type. This segmentation can reveal differences in responses based on entry points, such as Facebook versus YouTube, or video versus image ads. The moment you incorporate hidden fields, the scope of analysis broadens significantly.

The Potential Unleashed by Hidden Fields: Question-Specific Dropout Rates

Walla has already implemented a basic form of hidden fields in every survey, known as the ‘customerKey’. This unique identifier is automatically assigned to each response, visible on the left side of the response sheet.

Looking forward, Walla plans to enhance this feature to track ‘Question-Specific Dropout Rates’. By attaching hidden fields, it becomes possible to determine at which question a respondent dropped out. This insight can pinpoint obstacles in forms or applications, guiding improvements.

In essence, hidden fields offer an efficient way to accurately measure traffic sources while reducing the burden on respondents. With a simple understanding of their application, hidden fields become a valuable tool in any marketer’s arsenal.

• Edit 김다영 | This content was written by Dayeong Kim from Paprika Data Lab.

• This content was created as of February 14, 2024.