SOURCE REPORT — COMPLETED FICTIONAL EXAMPLE
Business: Northline Prints (fictional)
Audience: first-time buyers invited by email during one example period
Invited: 40 | submitted surveys: 20 | answered source: 18 | skipped source: 2
Invitation-response rate: 20/40 = 50%; illustrative, not a benchmark.
Denominator for shares below: all 20 submitted surveys.

word_of_mouth: 4 (20%)
instagram: 4 (20%)
search: 3 (15%)
youtube: 2 (10%)
event: 1 (5%)
article: 1 (5%)
other: 1 (5%)
unknown: 2 (10%)
skipped: 2 (10%)
TOTAL: 20 (100%)

DECISION
Review recommendation and Instagram journeys; these are frequent remembered sources among respondents. Do not claim that these shares describe every buyer or channel-caused revenue.
MISMATCH TO INVESTIGATE
R01 remembers a friend; the observed first visit is Google organic. Keep both signals. Do not replace remembered discovery with the visit source or treat disagreement as proof of an untracked sale.
UNCERTAINTY
Two uncertain and two blank source responses remain visible. The other 20 invited buyers did not submit. We do not know whether they have the same sources.
OWNER / NEXT ACTION
Marketing owner reviews Other answers before next month's invitation and logs any option revision.

BLANK REPORT — REPLACE THESE FIELDS
Business / period:
Audience and first-time/returning scope:
Invitation route:
Eligible unique invitations (or unknown):
Submitted surveys:
Source answered / unknown / skipped:
Invitation-response rate, numerator and denominator (or unavailable):
Denominator for source shares:
Source code | count | share:
Original answers retained at:
Observed visit/campaign data kept separately at:
Mismatch to investigate (not a causal conclusion):
What we can say:
What we still do not know:
Action / owner / review date:
Question/options version and changes:

Guidance: https://youform.com/blog/how-did-you-hear-about-us-survey/

GOOGLE SHEETS / EXCEL EXAMPLE FORMULAS
Example CSV: A=unique submission ID, B=original answer, C=source bucket.
Count recommendations: =COUNTIF(C2:C21,"word_of_mouth") -> 4
Share of all submitted surveys: =COUNTIF(C2:C21,"word_of_mouth")/COUNTA(A2:A21) -> 20% when formatted as percentage.
Keep one unique ID per submitted survey, including skipped source answers.
Adjust both ranges to your actual rows; do not include a total row.