diff --git a/corporate/views/installation_activity.py b/corporate/views/installation_activity.py
index 482abe48e1..d8c7e6681e 100644
--- a/corporate/views/installation_activity.py
+++ b/corporate/views/installation_activity.py
@@ -30,6 +30,7 @@ from corporate.views.support import get_plan_type_string
 from zerver.decorator import require_server_admin
 from zerver.lib.request import has_request_variables
 from zerver.models import Realm
+from zerver.models.realm_audit_logs import RealmAuditLog
 from zerver.models.realms import get_org_type_display_name
 
 
@@ -102,7 +103,8 @@ def realm_summary_table() -> str:
             coalesce(wau_table.value, 0) wau_count,
             coalesce(dau_table.value, 0) dau_count,
             coalesce(user_count_table.value, 0) user_profile_count,
-            coalesce(bot_count_table.value, 0) bot_count
+            coalesce(bot_count_table.value, 0) bot_count,
+            coalesce(realm_audit_log_table.how_realm_creator_found_zulip, '') how_realm_creator_found_zulip
         FROM
             zerver_realm as realm
             LEFT OUTER JOIN (
@@ -157,6 +159,15 @@ def realm_summary_table() -> str:
                     AND subgroup = 'true'
                     AND end_time = %(active_users_audit_end_time)s
             ) as bot_count_table ON realm.id = bot_count_table.realm_id
+            LEFT OUTER JOIN (
+                SELECT
+                    extra_data->>'how_realm_creator_found_zulip' as how_realm_creator_found_zulip,
+                    realm_id
+                from
+                    zerver_realmauditlog
+                WHERE
+                    event_type = %(realm_creation_event_type)s
+            ) as realm_audit_log_table ON realm.id = realm_audit_log_table.realm_id
         WHERE
             _14day_active_humans IS NOT NULL
             or realm.plan_type = 3
@@ -178,6 +189,7 @@ def realm_summary_table() -> str:
             "active_users_audit_end_time": COUNT_STATS[
                 "active_users_audit:is_bot:day"
             ].last_successful_fill(),
+            "realm_creation_event_type": RealmAuditLog.REALM_CREATED,
         },
     )
     rows = dictfetchall(cursor)
diff --git a/templates/corporate/activity/installation_activity_table.html b/templates/corporate/activity/installation_activity_table.html
index 54db2f311a..8c0b00f61e 100644
--- a/templates/corporate/activity/installation_activity_table.html
+++ b/templates/corporate/activity/installation_activity_table.html
@@ -48,6 +48,7 @@
             <th>Bots</th>
             <th></th>
             <th colspan=8>Human messages sent, last 8 UTC days (today-so-far first)</th>
+            <th>Referrer</th>
         </tr>
     </thead>
 
@@ -118,6 +119,10 @@
             {% else %}
             <td colspan=8></td>
             {% endif %}
+
+            <td>
+                {{ row.how_realm_creator_found_zulip }}
+            </td>
         </tr>
         {% endfor %}
     </tbody>
diff --git a/templates/zerver/register.html b/templates/zerver/register.html
index 89e8a6a2d4..851af234a9 100644
--- a/templates/zerver/register.html
+++ b/templates/zerver/register.html
@@ -196,6 +196,26 @@ Form is validated both client-side using jquery-validation (see signup.js) and s
             <hr />
             {% endif %}
 
+            {% if creating_new_realm %}
+            <div class="input-group input-box" id="how-realm-creator-found-zulip">
+                <label for="how_realm_creator_found_zulip">
+                    {{ _('How did you first hear about Zulip?') }}
+                    {% if not corporate_enabled %}
+                    <i class="fa fa-question-circle-o" aria-hidden="true" data-tippy-content="{% trans %}This value is used only if you sign up for a plan, in which case it will be sent to the Zulip team.{% endtrans %}"></i>
+                    {% endif %}
+                </label>
+                <select name="how_realm_creator_found_zulip" class="required">
+                    <option value="" selected disabled>{{ _('Select an option') }}</option>
+                    {% for option_id, option_name in how_realm_creator_found_zulip_options %}
+                    <option value="{{ option_id }}">{{ option_name }}</option>
+                    {% endfor %}
+                </select>
+                <input id="how-realm-creator-found-zulip-other" type="text" placeholder="{{ _('Please describe') }}" name="how_realm_creator_found_zulip_other_text" maxlength="100"/>
+                <input id="how-realm-creator-found-zulip-where-ad" type="text" placeholder="{{ _('Where did you see the ad?') }}" name="how_realm_creator_found_zulip_where_ad" maxlength="100"/>
+                <input id="how-realm-creator-found-zulip-which-organization" type="text" placeholder="{{ _('Which organization?') }}" name="how_realm_creator_found_zulip_which_organization" maxlength="100"/>
+            </div>
+            {% endif %}
+
             <div class="input-group margin terms-of-service">
                 {% if terms_of_service %}
                 <div class="input-group">
diff --git a/web/e2e-tests/realm-creation.test.ts b/web/e2e-tests/realm-creation.test.ts
index 5ca0777281..ee2d4253c0 100644
--- a/web/e2e-tests/realm-creation.test.ts
+++ b/web/e2e-tests/realm-creation.test.ts
@@ -59,6 +59,8 @@ async function realm_creation_tests(page: Page): Promise<void> {
         full_name: "Alice",
         password: "passwordwhichisnotreallycomplex",
         terms: true,
+        how_realm_creator_found_zulip: "other",
+        how_realm_creator_found_zulip_other_text: "test",
     };
     // For some reason, page.click() does not work this for particular checkbox
     // so use page.$eval here to call the .click method in the browser.
diff --git a/web/src/portico/signup.ts b/web/src/portico/signup.ts
index 210b8a8618..7a2256de63 100644
--- a/web/src/portico/signup.ts
+++ b/web/src/portico/signup.ts
@@ -302,4 +302,40 @@ $(() => {
 
         $(e.target).hide();
     });
+
+    $("#how-realm-creator-found-zulip select").on("change", function () {
+        const elements: Record<string, string> = {
+            Other: "how-realm-creator-found-zulip-other",
+            Advertisement: "how-realm-creator-found-zulip-where-ad",
+            "At an organization that's using it":
+                "how-realm-creator-found-zulip-which-organization",
+        };
+
+        const hideElement = (element: string): void => {
+            const $element = $(`#${element}`);
+            $element.hide();
+            $element.removeAttr("required");
+            $(`#${element}-error`).hide();
+        };
+
+        const showElement = (element: string): void => {
+            const $element = $(`#${element}`);
+            $element.show();
+            $element.attr("required", "required");
+        };
+
+        // Reset state
+        for (const element of Object.values(elements)) {
+            if (element) {
+                hideElement(element);
+            }
+        }
+
+        // Show the additional input box if needed.
+        const selected_option = $("option:selected", this).text();
+        const selected_element = elements[selected_option];
+        if (selected_element) {
+            showElement(selected_element);
+        }
+    });
 });
diff --git a/web/styles/portico/portico_signin.css b/web/styles/portico/portico_signin.css
index 6f227d5121..6bdb198d07 100644
--- a/web/styles/portico/portico_signin.css
+++ b/web/styles/portico/portico_signin.css
@@ -1458,3 +1458,14 @@ button#register_auth_button_gitlab {
         max-width: 800px;
     }
 }
+
+#registration #how-realm-creator-found-zulip label {
+    top: -5px;
+}
+
+#how-realm-creator-found-zulip-where-ad,
+#how-realm-creator-found-zulip-other,
+#how-realm-creator-found-zulip-which-organization {
+    margin-top: 5px;
+    display: none;
+}
diff --git a/web/webpack.assets.json b/web/webpack.assets.json
index a826cef354..01936537dd 100644
--- a/web/webpack.assets.json
+++ b/web/webpack.assets.json
@@ -115,11 +115,7 @@
     ],
     "desktop-login": ["./src/bundles/portico", "./src/portico/desktop-login"],
     "desktop-redirect": ["./src/bundles/portico", "./src/portico/desktop-redirect"],
-    "stats": [
-        "./src/bundles/portico",
-        "./styles/portico/stats.css",
-        "./src/stats/stats"
-    ],
+    "stats": ["./src/bundles/portico", "./styles/portico/stats.css", "./src/stats/stats"],
     "app": ["./src/bundles/app"],
     "digest": ["./src/bundles/portico"]
 }
diff --git a/zerver/actions/create_realm.py b/zerver/actions/create_realm.py
index affb079190..176613f498 100644
--- a/zerver/actions/create_realm.py
+++ b/zerver/actions/create_realm.py
@@ -167,6 +167,8 @@ def do_create_realm(
     enable_read_receipts: Optional[bool] = None,
     enable_spectator_access: Optional[bool] = None,
     prereg_realm: Optional[PreregistrationRealm] = None,
+    how_realm_creator_found_zulip: Optional[str] = None,
+    how_realm_creator_found_zulip_extra_context: Optional[str] = None,
 ) -> Realm:
     if string_id in [settings.SOCIAL_AUTH_SUBDOMAIN, settings.SELF_HOSTING_MANAGEMENT_SUBDOMAIN]:
         raise AssertionError(
@@ -243,6 +245,10 @@ def do_create_realm(
             realm=realm,
             event_type=RealmAuditLog.REALM_CREATED,
             event_time=realm.date_created,
+            extra_data={
+                "how_realm_creator_found_zulip": how_realm_creator_found_zulip,
+                "how_realm_creator_found_zulip_extra_context": how_realm_creator_found_zulip_extra_context,
+            },
         )
 
         realm_default_email_address_visibility = RealmUserDefault.EMAIL_ADDRESS_VISIBILITY_EVERYONE
diff --git a/zerver/forms.py b/zerver/forms.py
index 27181eb8f5..ce56796561 100644
--- a/zerver/forms.py
+++ b/zerver/forms.py
@@ -36,6 +36,7 @@ from zerver.lib.soft_deactivation import queue_soft_reactivation
 from zerver.lib.subdomains import get_subdomain, is_root_domain_available
 from zerver.lib.users import check_full_name
 from zerver.models import Realm, UserProfile
+from zerver.models.realm_audit_logs import RealmAuditLog
 from zerver.models.realms import (
     DisposableEmailError,
     DomainNotAllowedForRealmError,
@@ -140,6 +141,8 @@ class RealmDetailsForm(forms.Form):
     realm_name = forms.CharField(max_length=Realm.MAX_REALM_NAME_LENGTH)
 
     def __init__(self, *args: Any, **kwargs: Any) -> None:
+        # Since the superclass doesn't accept random extra kwargs, we
+        # remove it from the kwargs dict before initializing.
         self.realm_creation = kwargs["realm_creation"]
         del kwargs["realm_creation"]
 
@@ -177,10 +180,6 @@ class RegistrationForm(RealmDetailsForm):
     )
 
     def __init__(self, *args: Any, **kwargs: Any) -> None:
-        # Since the superclass doesn't except random extra kwargs, we
-        # remove it from the kwargs dict before initializing.
-        self.realm_creation = kwargs["realm_creation"]
-
         super().__init__(*args, **kwargs)
         if settings.TERMS_OF_SERVICE_VERSION is not None:
             self.fields["terms"] = forms.BooleanField(required=True)
@@ -196,6 +195,19 @@ class RegistrationForm(RealmDetailsForm):
             choices=[(lang["code"], lang["name"]) for lang in get_language_list()],
             required=self.realm_creation,
         )
+        self.fields["how_realm_creator_found_zulip"] = forms.ChoiceField(
+            choices=RealmAuditLog.HOW_REALM_CREATOR_FOUND_ZULIP_OPTIONS.items(),
+            required=self.realm_creation,
+        )
+        self.fields["how_realm_creator_found_zulip_other_text"] = forms.CharField(
+            max_length=100, required=False
+        )
+        self.fields["how_realm_creator_found_zulip_where_ad"] = forms.CharField(
+            max_length=100, required=False
+        )
+        self.fields["how_realm_creator_found_zulip_which_organization"] = forms.CharField(
+            max_length=100, required=False
+        )
 
     def clean_full_name(self) -> str:
         try:
diff --git a/zerver/lib/test_classes.py b/zerver/lib/test_classes.py
index 461c4f0703..d897f5a6db 100644
--- a/zerver/lib/test_classes.py
+++ b/zerver/lib/test_classes.py
@@ -842,6 +842,8 @@ Output:
             "default_stream_group": default_stream_groups,
             "source_realm_id": source_realm_id,
             "is_demo_organization": is_demo_organization,
+            "how_realm_creator_found_zulip": "other",
+            "how_realm_creator_found_zulip_extra_context": "I found it on the internet.",
         }
         if enable_marketing_emails is not None:
             payload["enable_marketing_emails"] = enable_marketing_emails
diff --git a/zerver/models/realm_audit_logs.py b/zerver/models/realm_audit_logs.py
index 1a161dfcb9..8b4a54d18d 100644
--- a/zerver/models/realm_audit_logs.py
+++ b/zerver/models/realm_audit_logs.py
@@ -162,6 +162,18 @@ class AbstractRealmAuditLog(models.Model):
         REALM_IMPORTED,
     ]
 
+    HOW_REALM_CREATOR_FOUND_ZULIP_OPTIONS = {
+        "existing_user": "At an organization that's using it",
+        "search_engine": "Search engine",
+        "review_site": "Review site",
+        "personal_recommendation": "Personal recommendation",
+        "hacker_news": "Hacker News",
+        "ad": "Advertisement",
+        "other": "Other",
+        "forgot": "Don't remember",
+        "refuse_to_answer": "Prefer not to say",
+    }
+
     class Meta:
         abstract = True
 
diff --git a/zerver/views/development/registration.py b/zerver/views/development/registration.py
index 08a47ba4e5..0cf5884832 100644
--- a/zerver/views/development/registration.py
+++ b/zerver/views/development/registration.py
@@ -85,6 +85,8 @@ def register_development_realm(request: HttpRequest) -> HttpResponse:
         password="test",
         realm_subdomain=realm_subdomain,
         terms="true",
+        how_realm_creator_found_zulip="ad",
+        how_realm_creator_found_zulip_extra_context="test",
     )
 
     return accounts_register(request)
@@ -120,6 +122,8 @@ def register_demo_development_realm(request: HttpRequest) -> HttpResponse:
         realm_subdomain=realm_subdomain,
         terms="true",
         is_demo_organization="true",
+        how_realm_creator_found_zulip="existing_user",
+        how_realm_creator_found_zulip_extra_context="test",
     )
 
     return accounts_register(request)
diff --git a/zerver/views/registration.py b/zerver/views/registration.py
index 06ce6fee45..436fb82b7d 100644
--- a/zerver/views/registration.py
+++ b/zerver/views/registration.py
@@ -82,6 +82,7 @@ from zerver.models import (
     UserProfile,
 )
 from zerver.models.constants import MAX_LANGUAGE_ID_LENGTH
+from zerver.models.realm_audit_logs import RealmAuditLog
 from zerver.models.realms import (
     DisposableEmailError,
     DomainNotAllowedForRealmError,
@@ -464,6 +465,32 @@ def registration_helper(
             realm_type = form.cleaned_data["realm_type"]
             realm_default_language = form.cleaned_data["realm_default_language"]
             is_demo_organization = form.cleaned_data["is_demo_organization"]
+            how_realm_creator_found_zulip = RealmAuditLog.HOW_REALM_CREATOR_FOUND_ZULIP_OPTIONS[
+                form.cleaned_data["how_realm_creator_found_zulip"]
+            ]
+            how_realm_creator_found_zulip_extra_context = ""
+            if (
+                how_realm_creator_found_zulip
+                == RealmAuditLog.HOW_REALM_CREATOR_FOUND_ZULIP_OPTIONS["other"]
+            ):
+                how_realm_creator_found_zulip_extra_context = form.cleaned_data[
+                    "how_realm_creator_found_zulip_other_text"
+                ]
+            elif (
+                how_realm_creator_found_zulip
+                == RealmAuditLog.HOW_REALM_CREATOR_FOUND_ZULIP_OPTIONS["ad"]
+            ):
+                how_realm_creator_found_zulip_extra_context = form.cleaned_data[
+                    "how_realm_creator_found_zulip_where_ad"
+                ]
+            elif (
+                how_realm_creator_found_zulip
+                == RealmAuditLog.HOW_REALM_CREATOR_FOUND_ZULIP_OPTIONS["existing_user"]
+            ):
+                how_realm_creator_found_zulip_extra_context = form.cleaned_data[
+                    "how_realm_creator_found_zulip_which_organization"
+                ]
+
             realm = do_create_realm(
                 string_id,
                 realm_name,
@@ -471,6 +498,8 @@ def registration_helper(
                 default_language=realm_default_language,
                 is_demo_organization=is_demo_organization,
                 prereg_realm=prereg_realm,
+                how_realm_creator_found_zulip=how_realm_creator_found_zulip,
+                how_realm_creator_found_zulip_extra_context=how_realm_creator_found_zulip_extra_context,
             )
         assert realm is not None
 
@@ -686,6 +715,7 @@ def registration_helper(
         "email_address_visibility_moderators": RealmUserDefault.EMAIL_ADDRESS_VISIBILITY_MODERATORS,
         "email_address_visibility_nobody": RealmUserDefault.EMAIL_ADDRESS_VISIBILITY_NOBODY,
         "email_address_visibility_options_dict": UserProfile.EMAIL_ADDRESS_VISIBILITY_ID_TO_NAME_MAP,
+        "how_realm_creator_found_zulip_options": RealmAuditLog.HOW_REALM_CREATOR_FOUND_ZULIP_OPTIONS.items(),
     }
     # Add context for realm creation part of the form.
     context.update(get_realm_create_form_context())