Tracking and management data for a survey distribution and response lifecycle is disclosed. The system generates and links tracking data for both the distribution and the response, generates indicators that include the tracking data, and encodes the indicators so that the indicators are detectable as the indicators traverse various events and locations throughout the lifecycle. A detailed audit trail of each event in the distribution and response lifecycle is constructed using data matching methods and various statistics regarding the lifecycle, such that the response habits of customers are formulated.