The Unofficial Shopify Podcast What 20M Shopify Surveys Reveal About Attribution
Jul 15, 2025
Matt Bahr, founder of Fairing and ex-Master & Dynamic, dives into the insights gained from 20 million post-purchase surveys. He reveals why last-click attribution is outdated and shares the one crucial question brands need to ask. Bahr discusses the rise of new advertising channels like AppLovin and connected TV, as well as the power of zero-party data for improved segmentation. Brands like Bombas and Thrive leverage surveys for actionable feedback, transforming their marketing strategies and boosting customer engagement.
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Survey App Born From Influence Gifting
- A handbag brand customer used post-purchase surveys to solve influencer gifting attribution issues.
- This experience inspired Matt Bahr to build a dedicated post-purchase survey app.
Avoid Last-Click Attribution Trap
- Avoid relying solely on last-click attribution to allocate marketing budgets.
- Consider different attribution models for different channels to properly measure demand creation.
Customize Attribution Questions
- Ask new and returning customers different attribution questions post-purchase.
- Tailor questions to better capture how customers found you based on their order history.