Display Rules for checkout surveys

Display Rules let you define conditions that must be met for a survey to appear on your post-purchase pages. Without any Display Rules, a survey will be shown to every customer.

With Display Rules, you can target specific segments, for example, only new customers, only high-value orders, or only orders containing a particular type of product. The full list of available Display Rules are outlined below.

Target surveys based on whether the customer is placing their first ever order or is a returning customer.

Target surveys based on the total value of the order. You can set:

The order value is the total amount at checkout in your store's currency.

Target surveys based on which products are in the customer's order. You can select specific products from your store and choose from the following operators:

Target surveys based on how the customer paid for their order. You can select one or more payment methods and choose from the following operators:

The available payment methods are:

Target surveys based on where the order is being shipped. You can select one or more countries and choose from the following operators:

You can select multiple countries per rule. For example, you could target orders shipping to the United Kingdom and Ireland, or exclude orders shipping to the United States.

Target surveys based on the type of products in the customer's order. Product type is the field set against each product in your Shopify admin, under Product organisation on the product page.

You can enter one or more product types and choose from the following operators:

Enter the product type exactly as it appears in Shopify. Matching is case-insensitive, so "Food" and "food" are treated as the same, but it is not a partial match, so "Food" will not match "Frozen Food".

Target surveys based on whether the buyer is a company rather than a consumer.

Shopify treats an order as B2B when it is linked to a Company record in your Shopify admin. In practice, that happens in three ways:

Target surveys based on whether the customer has a specific tag on their Shopify customer record. Enter the tag name and choose from the following operators:

This is useful for targeting segments you already maintain in Shopify, such as wholesale accounts, subscribers, VIPs, or customers acquired through a particular campaign.

If you use Customer does not have tag, the survey will also be shown to shoppers who check out without signing in or without an existing customer account. There is no customer record to check the tag against, so the tag is treated as absent.

You can add more than one rule to a survey. When you have multiple rules, you can choose how they are combined:

You can add one rule of each type per survey. So you could combine a customer type rule with an order value rule and a product type rule, but you cannot add two separate order value rules to the same survey.

You can edit your display rules by clicking on the Edit who sees your survey button:

On the Your Surveys page, surveys published to the checkout app block will show badges summarising their Display Rules alongside the channel badge.

For example:

If a survey has multiple rules, the badge will show the number of rules (e.g. "2 display rules") with a tooltip showing the full details:

When you have multiple surveys published to the checkout app block, each with their own Display Rules, the Checkout Display Settings control how Grapevine decides which survey to show. You'll find these settings on the Settings page within the Grapevine app.

See our guide on Checkout display settings for more information.

Use this rule to show an attribution survey like "How did you hear about us?" only to first-time buyers, so you can learn which marketing channels are driving new customers without repeatedly asking the same question to people who've already answered.

Use this rule to collect targeted product feedback by showing a survey only when a customer purchases a specific item, for example, asking buyers of a newly launched product what they think of it.

Use this rule when you want to target a category rather than named products. A Products in the order rule needs revisiting every time you add a new SKU, whereas a Product type rule keeps working as your catalogue grows, provided the product type field is set on new products.

This also works well for excluding a category. If you sell gift cards, spare parts or sample packs, a Does not contain any of rule keeps those orders out of a survey where the question wouldn't make sense.

Use this rule to identify and learn from your highest-value customers, for example, showing a VIP experience survey only to customers who spend over $200, so you can understand what drives your most valuable orders.

This could be useful for gathering feedback about a buy-now-pay-later experience, or for understanding how customers who pay via PayPal differ from those using Shopify Payments.

This survey will only appear to customers whose order is shipping outside the UK, perfect for gathering feedback about your international delivery service.

1. Create your survey.

2. Enable the Checkout app block channel.

3. Add a Customer type rule → Returning customers.

4. Add a Delivery country rule → Is one of → select United Kingdom.

5. Set the logic to All rules must match.

6. Save.

This survey will only be shown to returning customers whose order is shipping within the UK.

Use this combination to investigate why loyal customers might be spending less than expected. By targeting returning customers who place low-value orders, you can ask whether they couldn't find what they were looking for, whether pricing influenced their decision, or whether something about their experience has changed.

This can help you to spot early signs of customer disengagement before you lose them entirely.

Attribution questions are built around a consumer discovery journey, things like social media, search, word of mouth or a podcast advert. Wholesale accounts usually arrive through a trade show, a sales conversation or an existing relationship, so their answers can distort your channel reporting. Excluding B2B orders keeps your attribution data clean and comparable month to month.

It also spares your trade buyers a question they may see every few weeks, since wholesale accounts tend to reorder far more often than retail customers.

This gives you somewhere to ask the questions that only matter to trade buyers, such as whether your minimum order quantities work for them, whether the catalogue covers what they need, how they found the reordering process, or whether your payment terms are suitable.

Pair this with a the order is not a B2B order rule on your standard survey and you have two separate reports, one for each side of your business. That is particularly useful for NPS, where a single blended score hides whether a dip is coming from your retail experience or your wholesale service.

Large wholesale orders carry more operational risk, and the buyer is often relying on your delivery date to hit their own deadline. Targeting your biggest trade orders lets you check that the parts of the process they care about most are holding up.

If you already segment your best customers with a tag in Shopify, this lets you put a different question in front of them.

Trade accounts reorder far more often than retail customers, so they can skew an attribution report and end up seeing the same question every few weeks. Excluding them keeps your channel data comparable month to month.

Bear in mind that this rule will also match shoppers who check out without an account, since they have no customer record to hold the tag. If you want to exclude guests as well, that is not something a tag rule can do on its own, so get in touch and we will talk through the options.

Most subscription apps tag the customer record when someone starts a subscription. As long as that tag is applied before the customer's next order, you can use it to run a subscriber-only survey alongside your general post-purchase survey.

Do Display Rules work on both the Thank You page and the Order Status page?

Yes. The same Display Rules apply to both pages. Any survey published to the checkout app block will appear on whichever page the customer visits, provided the rules match.
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Can I still target new or returning customers like before?

Yes. Customer type is one of the available Display Rule conditions. If you previously had a survey set to "New Customers" or "Returning Customers", this will continue to work. The new system gives you more options on top of that.

​What happens if no rules match?

If the survey priority is set to Show the most relevant (the default), surveys without any Display Rules will be used as a fallback. If all your surveys have rules and none match, no survey will be shown for that checkout.

Can I use Display Rules with other channels like POS or standalone pages?

Display Rules are currently only available for the checkout app block channel (Thank You and Order Status pages). Other channels do not support condition-based targeting.

My payment gateway isn't listed in the payment method options. Can it be added?

Yes. The list of available payment methods is curated and we can add new ones on request. Please let us know the name of your payment gateway and we'll add it in for you.

What happens with the delivery country rule if the order has no shipping address?

If the order doesn't have a shipping address (for example, a digital-only product order), the delivery country rule is skipped and the survey will be shown as normal. The rule only applies to orders that have a delivery destination.

What's the difference between the Products in the order rule and the Product type rule?

The products rule targets specific items that you pick from your catalogue. The product type rule targets a category, so it will match any product carrying that type, including products you add later. If you're targeting a handful of named products, use the products rule. If you're targeting a category, use the product type rule.

Some of my products don't have a product type set. Will the rule still work?

Products without a product type will not match a "contains" rule, so they will be treated as though they are not in the category. You can set the product type on each product page in your Shopify admin, under Product organisation.

Can I use a collection instead of a product type?

Not at present. The rule reads the product type field on each product. If collections would be more useful for how your catalogue is organised, please let us know.

Can I enter more than one product type in a single rule?

Yes. Add as many types as you need and each one will appear as a tag beneath the operator. How they are evaluated depends on the operator you've chosen.

Do I need Shopify Plus to use the B2B order rule?

No. Shopify's core B2B features, including companies and company locations, are available across its paid plans. What you do need is for your business customers to be set up as companies in your Shopify admin, since that is what identifies an order as B2B.

A customer of mine works for a business but their order isn't being treated as B2B. Why?

The order needs to be linked to a Company record. A business email address, a customer tag, or a company name in the shipping address will not trigger the rule on their own. Check that the customer is listed as a contact on the relevant company, and that they were signed in when they placed the order. If you raised the order yourself as a draft order, check that the company was assigned to it.

I applied a customer tag with Shopify Flow but my survey isn't showing. Why?

The tag has to be on the customer record at the moment the order is placed. Shopify Flow, and any other automation that reacts to an order, runs after checkout has completed, so the tag arrives too late for that order's survey. The tag will be in place for the customer's next order, and the survey will show then.

Why is my "Customer does not have tag" survey showing to customers I haven't tagged as anything?

That is expected. The rule matches anyone without the tag, which includes shoppers who check out as a guest or who have no customer account at all, because there is no record for us to check the tag against. If the survey needs to reach a known group only, use Customer has tag and target the tag directly.

Can I target the customer tags that Grapevine applies from survey responses?

Yes, on the customer's future orders. Tags applied when a survey is submitted follow the same rule as any other tag, they are not available in time to affect the survey shown on that same order, but they will be available next time that customer buys from you. That makes it possible to ask a follow-up question of everyone who gave a particular answer last time.

Is the tag name case sensitive?

No. Capitalisation is ignored, so "VIP" and "vip" will match the same customers. Just make sure the spelling matches the tag in Shopify.
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Can I target more than one tag?

Only one tag can currently be assigned to the Customer Tag display rule.
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If you have any questions about Display Rules or need help configuring your surveys, please do just get in touch.