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Web & App Intercept Distributions in XM Directory

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About Web and App Intercept Distributions in XM Directory

With the combination of the XM Directory and Website Feedback, you can automatically link site survey responses to contacts, use contact frequency rules to moderate what intercepts visitors see, and target specific high-value customer segments with the intercepts on your site. This page will go over how to implement Website / App Feedback projects from right inside XM Directory.

Qtip: This feature is only available for brands with XM Directory where segments and Website / App Feedback are enabled. If you have questions about the eligibility of your brand, reach out to your Customer Success Representative.

Creating Website and App Feedback Distributions in XM Directory

  1. Go to the Distributions tab.
    Distributions tab of XM Directory. Create distribution button upper-right
  2. Select Create distribution.
  3. Click Web and app intercept.
    Tile says web and app feedback. Continue button in upper-right
  4. Click Continue.
  5. Choose from an existing Website / App Feedback project and then click Next, or click Add a project to make a new one.
    A list of previous projects appears; button also for adding a new one instead
  6. Regardless of whether you made a new project or selected an existing one, you will be asked to create an intercept using guided setup. You can choose from one of the following accessible, mobile-friendly, and easy to translate options:
    Three tiles with the options listed in bullets below

    • Responsive Dialog: Get feedback at key moments using a dialog that responds to any device size.
    • Feedback Button: A feedback button (much like on the left of this support page) that slides out when visitors click it, so they can fill out a feedback survey right on the page.
    • Embedded Feedback: Inline buttons that allow visitors to indicate whether content was helpful (much like the Yes / No buttons after each section of this page).
      Qtip: If you would like access to additional creatives, you can still create intercepts and creatives standalone through the projects page, and then target XM Directory segments or connect them to contact frequency rules.
  7. Follow these steps to customize your intercept and get it ready for publication.
  8. You’ll notice the option Link with XM Directory. When enabled, this allows you to automatically link responses to contacts, use contact frequency rules, and target specific segments.
    Options that say XM Directory - link with XM Directory and contact frequency rules

    • If you have multiple directories, select which directory you want to connect this intercept to.
    • Determine whether you want to manage how often a signed-in visitor sees an intercept survey by using the directory’s Contact frequency rules.
  9. Proceed through the steps. When you finish, you’ll be redirected to the Web and app intercepts section of your directory.
    List of past distributions

Managing Website and App Intercept Distributions in XM Directory

In the Distributions tab of your directory, you can go to Web and app intercepts to see all intercepts that have been connected to your directory.

Qtip: Any intercept created through guided setup will appear here, regardless of whether you made it through XM Directory or project creation, and regardless of whether it’s activated or not. What matters is whether the intercept was connected to XM Directory, as shown below:
Options that say XM Directory - link with XM Directory and contact frequency rules

When you select an intercept, you will see the following information:

Metrics and actions that open when you select a distribution

  • Intercept: The name of the intercept.
  • Project: The name of the Website / App Feedback project it is part of.
  • Survey: The survey connected to the intercept.
  • Last Modified: The date it was last modified.
  • Status: The status of the intercept, i.e., whether it is activated or not.
  • Surveys started: The number of surveys started in the last 30 days. Only surveys where the recipient has at least clicked on the link but hasn’t submitted the survey will be counted.
  • Response rate: The number of surveys started in the last 30 days divided by the number of impressions in the last 30 days, represented as a percentage.
  • Impressions: The number of impressions the intercept has gotten.
Qtip: Click the “i” tooltip next to the Metrics title in the user interface to learn more about how the metrics are calculated.


Once you’ve selected an intercept, you can perform the following actions.

Actions dropdown

  • Edit: This will take you to the page shown in the screenshot below, where you’ll be able to edit any details of the intercept you’d like to. “Preview intercept” in the upper-right will take you back to the options for testing your intercept. The Statistics tab will show you intercept statistics. To deactivate the intercept, use the Activation toggle in the upper-right; this will keep your saved changes, but ensure they’re not active on your website.
    Page where you edit the intercept
  • Rename: Rename the intercept.
  • Deactivate: Deactivate the intercept so it’s no longer displayed on any website where the project’s code snippet has been implemented.
  • Get code snippet: Get the code snippet for the intercept, so your web development team can implement it on your website.
  • Delete: Delete the intercept. You will not be able to undo this action.

Getting to Know Website / App Feedback

To fully understand the value of Website / App Feedback projects, the material listed below can help you get started.

Website Feedback

App Feedback

Website Feedback & XM Directory