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Define the evidence
A short optional question can help reveal how a reader found the business or which article helped them decide to enquire. Keep those two questions conceptually separate: discovery source and influential content are not always the same. Offer clear choices where useful, plus a free-text option when the list cannot cover the answer. Do not require people to reconstruct their entire browsing history just to ask a question.
Make it operational
Combine self-reported context with appropriately configured analytics where available, but retain the difference between them. A person’s answer may describe a colleague’s recommendation that a browser report cannot see. Record the source with a confidence label rather than overwriting one form of evidence with another. Keep campaign identifiers free of unnecessary personal information, and review privacy requirements for the measurement setup. Test that the enquiry still works when attribution information is missing or the visitor declines optional questions.
Hypothetical example
A prospect says a colleague shared a journal guide, while the browser session appears as a direct visit. The team records both observations and treats the colleague referral as self-reported context. It does not rewrite the analytics record or claim certainty about the full path.
Make it practical.
Use this checklist as you read. Checks are not stored.References & further reading
Further reading: ICO data minimisation ↗Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
