Ask Should businesses just ask customers directly how they found them instead of relying on tracking tools?

[Meridian]

Tracking tools can miss a lot of details about how customers actually discover a business. Sometimes a customer heard about a brand from a friend, saw a post online, or noticed an ad somewhere and just typed the name later. Asking customers directly through a simple question at checkout or in a survey could give answers that tracking software cannot always catch. It may not be perfect either, but it adds a human side to the data. Should more businesses start asking this simple question?