What Fairing is
Fairing (rebranded from EnquireLabs) is a post-purchase survey platform built specifically for e-commerce. It embeds short surveys in the Shopify checkout-confirmation page, typically 1-3 questions that customers answer immediately after completing a purchase, before navigating away.
The flagship use case is self-reported attribution: asking new customers “How did you hear about us?” with a curated list of options (Meta, Google, podcast, friend recommendation, TV ad, billboard, etc.). The data flows into the attribution layer as a parallel signal alongside deterministic tracking.
Why self-reported attribution matters
Deterministic tracking captures what it can see: ad clicks, organic searches, direct visits. It cannot capture:
- Offline channels, TV, radio, billboards, OOH, podcasts (no click signal)
- Word-of-mouth, friend recommendations, social mentions, organic creator content
- View-through influence, saw the ad, didn’t click, bought later
- Cross-device journeys, saw the ad on phone, bought on desktop weeks later
For brands running serious offline or word-of-mouth marketing, the gap between tracked attribution and reality is significant. Fairing surfaces it.
How the data flows
- Customer completes purchase on Shopify
- Confirmation page shows a Fairing question: “How did you hear about us?”
- Customer selects an option
- Fairing logs the response tied to the order
- Data syncs to attribution platform alongside deterministic touchpoints
The combined view, tracked attribution + self-reported attribution, is more honest than either alone. Tracked attribution over-credits last-touch digital channels. Self-reported attribution under-counts brand recall but captures channels deterministic tracking misses entirely.
Use cases beyond attribution
- Customer feedback, “How was your experience?” at the moment of highest engagement
- Product feedback, “What almost stopped you from buying?”
- Segmentation, capture demographic or psychographic data for downstream targeting
- NPS measurement, net promoter score immediately post-purchase
FAQ about Fairing
Why ask “how did you hear about us?” if I already have attribution tracking?
Because deterministic tracking misses entire categories of channels, offline, word-of-mouth, view-through influence, cross-device journeys. Self-reported attribution is the only way to see them. Combined with deterministic data, it gives a more honest channel-mix view.
Is self-reported attribution accurate?
Imperfect but useful. Customers misattribute (they say “Google” when they actually saw a Meta ad first, then searched the brand). But the directional signal is real, a channel that consistently shows up in self-reported data is genuinely contributing, even if the proportions are noisy.
Does Fairing only work on Shopify?
The primary integration is Shopify, where Fairing’s checkout post-purchase placement is native. Other commerce platforms can integrate via custom JavaScript, but the experience is less seamless. For non-Shopify stores, KnoCommerce or custom survey workflows are common alternatives.