Self-reported data is collected when a website/company asks a user any iteration of "How did you hear about us?"
While self-reported data is leaps and bounds better than no-reported data, companies must always strive to create a much more accurate picture of the channels and campaigns that are creating engagement and revenue.
The Problem With Self-Reported Data
Self-reported data is frequently subjected to a spectrum of limitations that can ultimately result in a skewed data set that is ignored by the savvy and consumed by the mislead.
The following is likely to erode the reliability of even the best-intentioned data surveys.
Read More: http://searchenginewatch.com/article/2259395/How-to-Kill-Self-Reported-Data