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E-Commerce Ad Recall & CTA Effectiveness Survey

Measures unaided brand recall, message clarity, ad relevance, call-to-action performance, and behavioral intent for e-commerce advertisements. Ideal for creative optimization and media-mix evaluation.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

23 questions · ~10 min
Q01
Message

Welcome, and thank you for participating! This brief survey (approximately 11 minutes) asks for your honest impressions of an advertisement you just viewed. There are no right or wrong answers—we are simply interested in your personal opinions. Your responses are confidential and will be reported only in aggregate. Participation is entirely voluntary, and you may stop at any time.

Q02
Long Text

From memory, which brand was featured in the ad you just saw?

Q03
Opinion Scale

The main message of this ad was easy to understand.

Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q04
Multiple Choice

Which call-to-action wording, if any, do you recall seeing in the ad?

  • Shop Now
  • Learn More
  • Buy Now
  • Get Offer
  • Sign Up
  • I don't recall any specific wording
Q05
Opinion Scale

How likely are you to visit this brand's website or app as a result of seeing this ad?

Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q06
Long Text

Based on your responses throughout this survey, what, if anything, was unclear or could be improved in this ad?

Q07
Dropdown

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65+
  • Prefer not to say
Q08
Message

Thank you for your time! Your feedback has been recorded and will help improve future advertising. You may now close this window.

Q09
Multiple Choice

Had you seen this specific ad before today?

  • Yes, in the last 7 days
  • Yes, more than 7 days ago
  • No, this is the first time
  • Not sure
Q10
Opinion Scale

I found the claims in this ad believable.

Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q11
Multiple Choice

Did this ad include a call-to-action that you noticed?

  • Yes, I noticed a call-to-action
  • No
  • Not sure
Q12
Opinion Scale

How likely are you to purchase from this brand within the next 30 days?

Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q13
AI Interview

Thank you for your feedback so far. We'd like to explore a couple of your responses in a bit more depth.

Q14
Multiple Choice

How do you describe your gender?

  • Man
  • Woman
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q15
Multiple Choice

Where else have you seen this ad, if anywhere? Select all that apply.

  • Facebook
  • Instagram
  • YouTube
  • TikTok
  • Search results
  • Other websites or apps
  • TV or Connected TV
  • Email
  • I haven't seen it elsewhere
Q16
Opinion Scale

This ad showed me something relevant to my current needs.

Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q17
Opinion Scale

How clear was the call-to-action in this ad?

Scale: 1 – 7
Min:Not at all clearMax:Extremely clear
Q18
Multiple Choice

Which of the following actions, if any, have you taken after seeing this ad (today or previously)? Select all that apply.

  • Clicked the ad
  • Visited the website or app
  • Searched for the brand
  • Saved or shared the ad for later
  • Added items to cart
  • Made a purchase
  • None of the above
Q19
Dropdown

In which country do you currently reside?

  • United States
  • Canada
  • United Kingdom
  • Australia
  • India
  • Germany
  • France
  • Spain
  • Italy
  • Brazil
  • Other country
  • Prefer not to say
Q20
Multiple Choice

Which single element of the ad stood out most to you?

  • Product selection shown
  • Price or promotion
  • Fast delivery message
  • Visuals or images
  • Brand or logo
  • Call-to-action button or text
  • Other
Q21
Opinion Scale

How compelling was the call-to-action to you personally?

Scale: 1 – 7
Min:Not at all compellingMax:Extremely compelling
Q22
Dropdown

What is the highest level of education you have completed?

  • Less than high school
  • High school or equivalent
  • Some college, no degree
  • Associate degree
  • Bachelor's degree
  • Graduate or professional degree
  • Prefer not to say
Q23
Multiple Choice

What is your current employment status?

  • Full-time
  • Part-time
  • Self-employed
  • Student
  • Homemaker
  • Unemployed
  • Retired
  • Prefer not to say

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

Why this template

What this template is built to do — we found no directly comparable template from other survey tools to review.

What sets it apart

  • Includes an open-text unaided recall question ('From memory, which brand was featured in the ad you just saw?') to measure true brand recall rather than prompted recognition alone
  • Combines opinion-scale ratings for message clarity, ad relevance, CTA clarity, and CTA compellingness so creative and CTA performance can be diagnosed separately
  • Uses an adaptive AI follow-up interview to probe respondents' own answers in their own words, going beyond fixed-choice or open-text responses alone
  • Captures behavioral intent (site/app visit likelihood, 30-day purchase likelihood, and actions already taken) alongside standard demographic and screening questions for media-mix analysis

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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