Embedded data in Qualtrics is information stored alongside survey responses that is not collected through visible survey questions - including pre-populated respondent attributes, URL parameters, survey source tracking, and values calculated or assigned during the survey flow.
How Embedded Data Works
Embedded data fields are created in the Survey Flow in Qualtrics. Values can be set from four sources: URL parameters passed when the survey link is opened, default values set in the Survey Flow, values from the respondent's XM Directory profile, or values assigned by logic or quotas during the survey. These values are stored in the response data alongside question answers.
Embedded data is not visible to respondents by default, though it can be displayed in question text using Piped Text syntax (${e://Field/FieldName}). It does not count against question limits and does not appear in the standard survey interface - making it the mechanism for passing respondent metadata into the survey without asking respondents to report information you already know.
Common Use Cases
- Respondent identification - passing a Customer ID, Employee ID, or Contact ID into the survey via URL parameter so responses can be linked back to the respondent record.
- Source tracking - identifying which channel or campaign generated the survey response to enable source-level analysis.
- Segmentation - pre-populating respondent attributes such as region, customer tier, or product type from the distribution list so responses can be segmented without additional questions.
- Skip logic based on attributes - using embedded data values to route respondents to different survey sections based on their profile rather than their in-survey answers.
- Score calculation - using Qualtrics scoring to calculate a derived variable during the survey and storing it as embedded data for use in dashboards and workflows.
Embedded Data in Qualtrics Workflows
Embedded data values are used extensively in Qualtrics Workflows to pass information between tasks. The XM Directory Mapper documents how embedded data fields are mapped to XM Directory contact attributes. The Basic Transform Mapper documents how embedded data fields are transformed in the Basic Transform Task.
When working with embedded data across Dev, Test, and Prod environments, configuration drift is a common cause of workflow failures. Documenting embedded data field names and values using the free Qualtrics Toolkit extractors before environment migrations reduces this risk significantly.
Frequently Asked Questions
Survey questions are visible to respondents and collect information through answers. Embedded data fields are invisible to respondents and store information pre-populated from external sources (CRM, XM Directory, URL parameters) or calculated during the survey.
Yes. Embedded data values can be inserted into question text, answer options, and email messages using Qualtrics Piped Text syntax: ${e://Field/FieldName}. This enables personalised survey experiences where questions reference the respondent's name, account details, or prior responses.
Add embedded data field names and values as URL parameters in the survey link. For example: survey-url?CustomerID=12345&Region=North. In the Qualtrics Survey Flow, create an Embedded Data element with the same field names and they will populate automatically when the survey is opened via the parameterised link.
Pirai AI converts the question structure and display conditions that reference embedded data fields. The embedded data field configuration itself is set up in Qualtrics Survey Flow after the survey structure is imported, rather than being included in the QSF file's question content.
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