Embedded data in the study editor 🔗

Embedded Data is based on something simple: URL parameters. A URL parameter is a name + value pair added to the end of your study link. If you're using the study editor, head to add content > embedded data to get started.

That means you add the following onto the end of any Ethnio study link:

?email=anything@acme.com

And if you add multiple parameters inside the editor, you can then include multiple parameters by joining them with &:

?user_id=123&plan=pro&source=ad

What this means:

user_id, plan, source → parameters (the names)
123, pro, ad → values (the data being passed)

Ethnio reads these automatically anytime someone loads your study link with the URL parameters and saves them with each response.

How this maps to Embedded Data in Ethnio

Each Embedded Data question lets you create multiple URL parameters. You do not need to define values. If you only add a parameter (like email or user_id) and leave values empty: Ethnio will automatically save ANY value passed in the URL.

For example:

?email=test@example.com

Ethnio will store whatever value comes through.

When to use this:

This is the standard and recommended setup when:

You’re passing IDs, emails, or dynamic data
You don’t know all possible values ahead of time
You just want to capture and store data

Defining values (optional but powerful)

You can optionally define specific values for a parameter, and by default we assume you also want Ethnio to save any unexpected values as well, but the values you set here can be used under Response Filters or Quotas.

Example:

Why define values?

Defining values helps when you want to:

Filter responses more easily
Set quotas (for example, 50 Power Users and 50 New Users)
Standardize reporting

Important tradeoff:

If you do not define values → everything is captured (flexible)
If you define values → your data becomes more structured

For most use cases involving filtering or quotas, it is better to define expected values.

Save unexpected values

You can control whether values outside your defined list are saved. When ON (default):

Saves all values, even if not defined

When OFF:

Only saves values you defined
Ignores unexpected values

Use this when you need strict control for quotas or segmentation.

“Display in Ethnio as” (optional labels)

You can setup names for both parameters and values for clarity inside other parts of Ethnio, but these are all totally optional. If you have cryptic parameter or value names, then use the "display in Ethnio as" to help remind you what they do. For parameters:

Name in link: ut
Display in Ethnio as: Type of user

For values:

pu → Power User
new → New User

These labels:

Make your data easier to read in results
Do not affect how data is passed in the URL
Are completely optional

Think of them as friendly names for reporting only.

Btw, what is embedded data?

Embedded Data lets you pass extra information into your survey or screener using your study link. This data is automatically saved with each response so you can:

Filter responses
Segment users
Set quotas
Improve reporting

How it works

You have to have some way to add parameters to your Ethnio study link, and then we can store them:

https://yourstudy.ethn.io/s/abc123?user_id=123&plan=pro

Ethnio then captures everything automatically if you've setup the question and parameters.

Common use cases

Pass user identity:

?user_id=12345

Segment by plan:

?plan=enterprise

Track UTM source:

?source=linkedincampaign1

Mental model

Think of Embedded Data as: “Extra fields that come in with each response through the link.” You don’t need to ask a question. The data is already there.