Skip to main content
  • Customer Experience
    Customer Experience
  • Employee Experience
    Employee Experience
  • Brand Experience
    Brand Experience
  • Product Experience
    Product Experience
  • Core XM
    Core XM
  • Design XM
    Design XM

Embedded Feedback

What's on This Page:

Was this helpful?

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

The feedback you submit here is used only to help improve this page.

That’s great! Thank you for your feedback!

Thank you for your feedback!

About Embedded Feedback

Whether you run a marketing blog, support documentation, developer resources, or another site, your content needs to be kept up to date. As a website grows in size, it can get harder to focus your improvement efforts. It’s also important to determine whether the content you’re producing is effective and measure its impact.

Embedded feedback makes it very easy to collect data on the content you run. You can embed a simple helpfulness question on your site content, so visitors can rate the content and even provide feedback right on the page.

Qtip: If you do not have access to embedded feedback, we suggest trying the setup described on the Tracking Content Helpfulness support page for a similar effect.
Qtip: We use embedded feedback to collect customer feedback on our support site! See the “Was this helpful?” survey at the end of every section.


Getting Started with Embedded Feedback

  1. Open your Website / App Feedback project, or create a new one.
  2. On the Intercepts tab, select Create new.
    Creating a new intercept
  3. Select Embedded Feedback.
    Selecting Embedded Feedback in the guided setup section of the create window

Customize the Content

Attention: For the embedded feedback feature, there is no need to create a separate survey. This feature will automatically take care of creating a survey for you in the back-end, without any additional work on your part.

When making an embedded feedback creative, the first section allows you to customize the content of the creative, including questions, button appearance, and so on. On the right side of the screen, the preview will update to match the settings you’ve added, and you can even click the buttons to test what the thank you message or follow-up question looks like.

  1. Question: The question that will be displayed to website visitors. For example, “Was this helpful?” or “Please rate how helpful you found this content.”
    Question, format, style, and the postivie/negative response text fields, on the left of a preview of what the live embedded feedback will look like
  2. Format: Either a Yes/No response or a 5 point rating.
  3. Style: Choose what your buttons for the feedback should look like.
    • Yes/No: Either the words “Yes” and “No,” or thumbs up / thumbs down icons.
    • 5 point rating: Either emojis or stars.
  4. Positive response option text / Negative response option text: If you chose “Yes/No,” you can modify what positive and negative word is used in your intercept. By default, this is “yes” and “no.”
  5. Include a thank you message at the end: Once visitors click a rating, they’ll see the thank you message. Type this in the field.
    The thank you, follow up question, and submit button fields on the left. The right shows what the follow up question and submit button will look like live

    Qtip: If you include a follow-up question, this appears after the follow-up is answered.
    Qtip: You cannot reverse the order that the emojis appear, e.g., switch from increasingly positive to increasingly negative.
  6. Include follow-up question: Based on how respondents answered the question, you can ask an additional question.
    • First, choose the answers that trigger this second question. You may select all or some of the answers, although we recommend targeting negative feedback.
    • Next, write your follow-up question.
  7. Submit button text: If you’re including a follow-up question, determine the text of the submit button.

Qtip: Do not click “Next” until you are happy with the Look and feel or Translations.

On left, three icons you can switch between while editing embedded feedback. Second and third are indicated

Look & Feel

The Look & Feel section allows you to adjust the layout, text weight, and colors of the creative.

Look and Feel section

  • Layout: The orientation of the question vs. the answer choices.
    • Side by side
    • Stacked
  • Text weight: The weight of the question text. Can be regular, bold, or italic.
  • Text color: The color of the question text.
  • Button customization: The colors you can change will depend on the format and style you chose earlier.
    • Yes/No: Change the color of the button text, button border, and the button fill.
    • Thumbs up/thumbs down: Change the color of the button’s outline (border) and fill.
    • Emojis: No customization – colors are preset.
    • Stars: Change the color of the star’s outline (border). This is also the color the star will fill up with when the respondent hovers over / selects that star.
  • Submit button color: The submit button only appears if you’ve included a follow-up question; the submit button is how the visitor indicates they’re ready to submit feedback. This setting allows you to change its fill color.
    Submit button preview
  • Submit button text color: Change the text color on the submit button.
  • Customize CSS: Customize the CSS of the embedded feedback as desired. Edits made here will not be reflected in the preview; remember to test your intercept before deployment.
    Customize CSS window opens. Has a save button in the lower-right for when you're done making CSS edits

    Attention: The following code is provided as-is and requires programming knowledge to implement. Qualtrics Support does not offer assistance or consultation on custom coding. You can always try asking our community of dedicated users instead.
Qtip: If you would like to further customize the colors in your embedded feedback creative, you can use the color dropdown menus in the Look & Feel section.
Dropdown in the Customize the creative menu opens up additional color options


You can add translations for all the text in your Embedded Feedback creative. See the Translating Feedback Buttons & Responsive Dialogs page for step-by-step instructions.

Translations tab

Determining Where Embedded Feedback Appears on a Page

the css selector field when setting up an embedded feedback intercept

Specify the location on your web page where you want your embedded feedback intercept to appear. You can do this by entering a CSS selector value that points to the element on the page that should contain the embedded feedback.

Example: Say we want to add it to the “Qualtrics Support” section on the Qualtrics Support page. We can open our Google Chrome developer tools to find the CSS selector of the element we want to insert the Embedded Feedback. When you have the correct element highlighted, right click to copy the selector. The selector should be a long string of CSS; in this case, the copied selector is “#content > div.quni-homepage.main-content > div > div > div > div.main-content-wrapper.spacing-sm-bottom > div > > section > div > div:nth-child(1) > div > h1”. Once you have this CSS selector copied, paste the selector into the CSS Selector field in your Website / App Feedback project. Please note that the creative can only be appended to the end of a DivID or CSSSelector.

Copying a CSS Selector on your web page with the Developer Tools

Deciding When the Embedded Feedback Appears

Qtip: For additional instructions, see Action Set Logic.
  1. Click Add targeting logic to determine when your button or dialog should be displayed to respondents.
    White button that says add intercept display logic

    Qtip: You can limit appearance based on a lot of different information, from cookies placed on the browser, to whether it has already been displayed to website visitors recently, to the URL of the page, and more. See the support pages listed under Action Set Logic for more information.
    Qtip: You can press Shift on your keyboard when clicking the plus sign ( + ) to create separate logic sets. For more details on building conditions, see Advanced Action Set Logic.
  2.  When you’re done adding conditions, click Next.
    Example in this screenshot says "If current URL contains support or current URL contains blog"
  3. Select your intercept display event. This setting determines when the intercept displays. For a description of each of the options, see the linked support page.
    Intercept options described in the next few steps
  4. Set a Display sample rate.
  5. Determine whether to add Repeated display prevention. If you do, you’ll be able to set the cookie off of which to base this. For more information, see the linked support page.
  6. Click Show advanced options to see the “Hide when cookies are disabled” and “Hide when local storage is disabled,” which are selected by default. See the linked pages for more details on how these work.
    Qtip: Because the feedback is embedded right on the page and doesn’t impede the visitors’ ability to navigate or use a website, there is no reason to limit how often this intercept is seen, and in fact limiting it may be more confusing than not. We advise never hiding the embedded feedback, sampling 100% of visitors, not preventing repeated display, and displaying on page load.
  7. When you’re finished, click Next.

Adding Extra Data Points

In this step, you will add extra data points that will be collected with the feedback data. This can vastly improve the detail you can include when reporting on content feedback.

Attention: This step is critical if you want to be able to filter or break out your data by the specific pages (or sections) of content being rated.
  1. Click Add Embedded Data.
    White button that says Add embedded data
  2. Choose a value type. See the linked page for an explanation of each.
    Naming fields and setting values
  3. Click the plus sign ( + ) to add more fields.

We advise collecting the current page’s URL (so you can filter or organize data by the page receiving the feedback), the page title (for similar reasons), and duration of the visitor’s stay on the page.

Capturing the Page URL, Total Duration, and Page Title

Example embedded data described below

  • CurrentPageUrl set to a value of Current Page URL
  • PageTitle set to a value from JavaScript
  • TotalDuration set to Time Spent on Site

For PageTitle, we need to set the value from JavaScript so we can capture your web page’s title. But how?

If you are using Google Chrome, simply select the title on the page, right click, and select the Inspect option. The Chrome developer tools window will open up, and it should look like the following. Right click on the corresponding HTML element and copy the selector, as shown below.

Wikipedia pag right-clicked, with console appearing as described

This should return something like this:


With the following JavaScript, you can get the value of the page title from the HTML element:


You can edit the bolded text, depending on what your selector returned.

Qtip: You can test this out in the Chrome Developer Tools console to see what the value looks like.

Chrome developer tools. Console selected. Throw in the Javascript we provide, and it returns a value in red, the name of the wikipedia page

Now that we have the JavaScript, put it in the value for the Embedded Data field “PageTitle,” as shown earlier. Click Next on your Embedded Data when you’re done.

Testing the Intercept

Follow the steps on the page to save the bookmarklet and test your intercept. If you need to, you can open your website on another browser tab to test what the intercept will look like on your website.

Testing the intercept step

When you’re done testing, click Next.

Deploying the Embedded Feedback on Your Website

You’ll be given a code snippet to share with your web developers.

Text box with code inside

Qtip: If you’re responsible for your site’s code, see more about code deployment options.
Qtip: This code can be copied and sent to your developers at any time, including now. However, the changes you made in Qualtrics will not be reflected on your website even if your developers push this code; for those changes to be live, you need to publish.

Click Next.

Review your changes. If you want to edit anything before it goes live, click the pencil icon to go back to that step.

Final steps before publication

If you are ready for all changes to be live on the website that hosts the code snippet, click Publish and activate. If not, click Save and close.

Qtip: “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, which will not be populated yet, since the code is not yet published and activated.

Making Changes to an Embedded Feedback Intercept

From inside your Website / App Feedback project, you can find your Embedded Feedback in the Intercepts tab.

Intercepts tab

From there, you can click the pencil icon next to any of the sections to make edits.

Editing page

“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 site.

Viewing and Analyzing Response Data

After your Embedded Feedback has been published, you’ll be able to report on or export data like any other survey project in Qualtrics.

Navigating to the Embedded Feedback Responses

View survey responses when editing embedded feedback

When editing your embedded feedback intercept, click View survey responses. You’ll be taken directly to your reports.

You’ll notice you have access to the following tabs and capabilities:

You cannot edit the questions or appearance of this survey; edit the embedded feedback intercept directly to adjust customization as needed.

Reporting on Data

You can view and analyze this data the same way you would any other survey. Here are some ideas to get you started.