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How to segment your audience with Hidden Fields

When you already have data on your audience, you can use this to make better surveys for them, so they don’t have to fill in unnecessary data. You will be able to segment your results, and your audience will only have to answer essential questions.

We do this here at Typeform with our NPS follow up survey. We already know lots about our users, and we want to measure their satisfaction. With Hidden Fields, we can ask them in the simplest way possible.

How to set up Hidden Fields to segment your audience.

A URL with hidden fields will look something like this:

Hidden Fields for segmenting audiences

Added on to the original URL are some more parameters, which you can use to segment your audience. In this example we have “email”, “plan” and “country”

To create these Hidden Fields, go to your Workspace, and open the relevant typeform.

Then click on the Hidden Fields button at the bottom of the Build tab:

Hidden Fields toggle

This opens a new window.

Enter the names of your Hidden Fields, one by one, in the fields. A new field will open every time you press enter or click the + button.Adding Hidden Fields

Now we have Hidden Fields activated, we can populate them:

Populate your Hidden Fields

The parts that say ‘xxxxx’ need to be replaced with real data. You can do this manually, or use CRM or email applications like MailChimp to automate the process.

Most CRM / Marketing Automation systems can automate this for you. You will have to put what’s called a “merge tag” where the xxxxx is in the URL of the Typeform, as well as when you address the people in your database.

So in your CRM / Marketing Automation tool you should build the message and see something like this (but it depends on the CRM you are using).

We have this information in our CRM system, and have made an email template that sends users a personalized link with this segmenting data included:

Dear <First Name> <Last Name>,

Please take our survey:

https://example.typeform.com/to/EG?email=<email address>&plan=<plan>&country=<country>

The merge tags are:

<First Name>

<Last Name>

<Email Address>



These tags will automatically pull data from your database to populate the fields, so all the people in your contact list will see their names and email addresses in the message, and their plan and location will be added to the URL for segmenting.

So, a “John Smith” with a basic plan, from Belgium with the email address john.smith@email.com, will see:

Dear John Smith,

Please take our survey:


So by using Hidden Fields to include data you have on your customers/users, you give them shorter surveys to complete, while maintaining important data you can use when analyzing your results.

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