# Forms and incentives

> Incentive-backed forms ask customers where they heard about you, at checkout, on your site or from a link, and reward the answer.

A form asks customers the questions that settle attribution: which partner, channel or source sent them, and why they bought. An incentive rewards them for answering.

## Where a form appears

The same form can appear wherever the customer already is:

- behind a shareable link or a QR code,
- in an email,
- as a pop-up survey or a feedback button on your own site,
- in your [Shopify](https://docs.missin.co.uk/integrations/shopify.md) theme, or in Shopify checkout on a Shopify Plus store.

## Rewarding the answer

An incentive is one of four kinds:

- **Discount**: a code minted in your connected store and returned with the response.
- **Billing credit**: usage credit granted onto the shopper's account with your billing provider, [Stripe](https://docs.missin.co.uk/integrations/stripe.md) or [Metronome](https://docs.missin.co.uk/integrations/metronome.md).
- **Entitlement**: lifts a metered feature's cap for the workspace, never past its plan.
- **Custom payload**: metadata returned for your own system to use.

The incentive is set up on the form, not built separately for each place it appears.

## Why the answer counts

A customer naming the partner who sent them is first-party evidence, given at the moment of purchase by the person who knows. Mend compares it with the order's journey.

Source: https://docs.missin.co.uk/help/forms/forms-and-incentives