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About
Fairing is a purpose-built attribution survey platform designed to solve the modern marketing measurement problem. By deploying intelligent 'How Did You Hear About Us' (HDYHAU) and NPS surveys at key customer touchpoints—especially post-purchase—Fairing captures first-party attribution data that pixel tracking and analytics platforms simply can't provide. The platform supports flexible deployment across Shopify (one-click install), Google Tag Manager, and fully custom consumer or B2B applications, making it accessible regardless of your tech stack. Once data is captured, Fairing merges attribution responses with behavioral data to validate channel performance and justify marketing spend with real customer feedback. Fairing's integrations connect attribution insights directly to your existing marketing stack—including TikTok, Meta, Klaviyo, GA4, Google Sheets, and Segment—enabling continuous data flow into warehouses and analytics tools. Its Question Stream feature allows brands to ask sequential follow-up questions for richer context, while intelligent response validation improves attribution accuracy. Ideal for DTC ecommerce brands, growth marketers, and performance marketing teams, Fairing is trusted by thousands of marketing teams seeking to decode the true drivers behind customer acquisition. Whether measuring the impact of podcasts, influencers, paid social, or organic channels, Fairing bridges the gap between metrics and customer meaning.
Key Features
- HDYHAU Attribution Surveys: Post-purchase 'How Did You Hear About Us' surveys capture first-party attribution data at the moment of conversion, revealing channel performance that pixel tracking misses.
- NPS Surveys: Built-in Net Promoter Score surveys help brands measure customer satisfaction alongside attribution data for a complete view of marketing effectiveness.
- Flexible Multi-Platform Deployment: Deploy surveys via one-click Shopify integration, Google Tag Manager, or custom implementations for B2B and consumer applications—no heavy engineering required.
- Native Integrations with Marketing Stack: Sync attribution data to TikTok, Meta, Klaviyo, GA4, Google Sheets, and Segment to ensure attribution insights flow continuously into existing tools and data warehouses.
- Behavioral Data Merging & Response Validation: Combines survey responses with behavioral data and applies intelligent validation to surface accurate, actionable channel performance insights.
Use Cases
- Ecommerce brands measuring which marketing channels (podcasts, influencers, TikTok, Meta ads) actually drive new customer acquisition beyond last-click attribution.
- Performance marketing teams validating paid media spend by cross-referencing pixel data with direct customer survey responses.
- DTC brands running post-purchase NPS surveys to simultaneously capture satisfaction scores and marketing attribution in one customer touchpoint.
- Growth marketers identifying dark social and word-of-mouth channels that never appear in standard analytics dashboards.
- Marketing analysts syncing survey-based attribution data into data warehouses alongside behavioral data for unified reporting and channel modeling.
Pros
- First-Party Data Advantage: Captures direct customer attribution data unaffected by ad blockers, iOS privacy changes, or pixel degradation—providing reliable signal where analytics fall short.
- Easy Shopify Integration: One-click installation for Shopify stores makes it accessible to ecommerce brands without requiring developer resources.
- Broad Integration Ecosystem: Native connections to major marketing platforms and data warehouses mean attribution insights are immediately actionable across existing workflows.
Cons
- Survey-Dependent Accuracy: Attribution quality relies on customers completing surveys; low response rates on certain store types can limit data volume and statistical confidence.
- Primarily Ecommerce-Focused: While custom integrations exist, the platform's strongest features and easiest setup are optimized for DTC and ecommerce use cases rather than SaaS or enterprise sales cycles.
Frequently Asked Questions
What is a HDYHAU survey?
'How Did You Hear About Us' (HDYHAU) surveys are post-purchase questions that ask customers directly how they discovered your brand. Fairing specializes in these to capture attribution data that analytics platforms cannot track.
How does Fairing integrate with Shopify?
Fairing offers a one-click Shopify app that deploys attribution surveys directly on the post-purchase confirmation page, requiring no custom code or developer involvement.
Does Fairing work for non-ecommerce businesses?
Yes. While Shopify is the easiest integration, Fairing supports custom implementations via API and Google Tag Manager for B2B, SaaS, and other consumer applications.
What integrations does Fairing support?
Fairing integrates with TikTok, Meta, Klaviyo, GA4, Google Sheets, Segment, and more, allowing attribution data to sync directly to your marketing and analytics stack.
Is there a free trial available?
Yes, Fairing offers a free trial so marketing teams can test attribution surveys before committing to a paid plan. A demo is also available for teams that want a guided walkthrough.
