Jillian Murphy
Director of Paid Media
LinkedIn Profile
Spotlight on
Jonas Paul Eyewear
Find out how Jonas Paul uses post-purchase surveys to measure marketing impact beyond the click.
Meet Jonas Paul
Jonas Paul Eyewear was created with a clear mission: to help children feel confident in glasses and give parents access to affordable, stylish frames they can trust.
Founded by Ben and Laura Harrison after their son Jonas was born with a rare visual impairment, the brand has grown from a deeply personal story into a nationwide movement. Their thoughtfully designed eyewear is built to empower kids, support families, and improve lives - with every purchase contributing to their ongoing commitment to vision programs around the world. Today, Jonas Paul frames are available online and in retail stores across the United States.
The Challenge
Jonas Paul invests in a broad mix of marketing activity. They run paid ads, work with influencers, and partner with retail stores to expand their reach. But measuring the full impact of these efforts isn’t straightforward. Like many Shopify brands, they face the challenge of limited tracking due to cookies and browser changes.
While it's possible to monitor direct performance from Meta or Google campaigns, it’s much harder to understand the role of offline channels. They wanted to know if customers who saw them in a store or heard about them through an influencer were later purchasing online. Their team needed a reliable way to measure brand awareness and channel effectiveness beyond the click.
The Solution
To close the gap, Jonas Paul added a simple post-purchase survey to their checkout experience. Every new customer is asked the same question after placing an order:
“How did you first hear about us?”
This one question provides valuable insight into which marketing activities are truly working. It helps the team see how customers first discovered the brand, even if that moment happened well before they clicked an ad or visited the website.
So much marketing impact happens long before the click. Post-purchase surveys give us the missing context. Without them, it’s easy to overlook the early touchpoints that are actually influencing the customer journey. For other brands wondering where to start, I’d say this is one of the most straightforward and impactful ways to get clarity on what’s driving growth.
What data are you collecting?
We use Grapevine to run a post-purchase survey that asks every new customer how they first heard about us, helping us collect zero-party attribution data across paid ads, influencer campaigns, and retail partnerships.
Attribution Survey
Understanding what marketing efforts led customers finding out about the brand
Where are you pushing the data?
All responses are pushed directly into a Google Sheet using Grapevine’s Shopify Flow integration. The setup was quick, and the team now uses the spreadsheet to build out internal reporting templates and share insights across departments. Having the data in one place makes it easy to filter, analyze, and dig into the details.
"Grapevine has been such a helpful tool for our team. It gives us that extra layer of insight we just can’t get from platform tracking alone. For $25 a month, it’s an incredibly valuable source of data — and the support from the team made implementation really smooth. They were quick to answer questions, help with setup, and make sure we were getting the most out of the app right from the start."
How are you using the data?
We use the data to enrich our paid media reporting and to get a more accurate read on what’s working. It helps us validate what we’re seeing in platform dashboards, compare CPA and ROAS with customer-reported attribution, and identify new channels worth testing. We’ve also been able to shift budget away from low-impact sources and double down on the ones that bring in the most valuable customers.
Start Collecting Insights with Grapevine Surveys
This is just one example of the many different ways you can capture feedback and gain valuable insights from your customers. We love being part of your journey—from seamless setup to turning insights into action!
So if you're looking to start collecting more insights and you need a bit of help, you know where we are!
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