May 18, 2022 attribution
Success Story: Füm Uses Post-Purchase Surveys To Scale Podcast Ads 25x

Fum Product

Adam McNeil is VP of Marketing at Füm, a product that helps people quit smoking and vaping naturally. And, like a lot of people in Ecommerce today, Adam wasn’t all that familiar with the economics of offline media. Advertising dollars go in, and then… what, no Conversion Rate? No ROAS data? Just “hope” coming out of the marketing machine?

Fortunately, Adam had a few marketing best practices under his sleeve — and used them to turn a $5k budget into $500k revenue, making Podcasts the #1 acquisition channel for Füm in the process.

Fum Attribution

“I cannot live without Fairing”, says Adam. “Customers are not always going to remember a coupon code or click your link, so this acts as a last chance to gather data. We can see that virtually 29.69% of all new customers come through podcasts (It’s a lot more when you look through Other and YouTube). Closer to 40–50%. ​​This compared to bottom-of-funnel analytics, shows a big gap.”

The full story on Füm’s podcast success shows how it drove $500k in revenue and justified a spend increase from $5k to $120k. And for anyone paying attention to Fairing customers, these growth numbers sing some other familiar tunes:

For one thing, Adam uses the lift modifier method we laid out with a major channel partner — necessary for offline channels where the de facto “referral code” attribution method habitually falls short.

Additionally, Füm’s post-purchase survey includes the crucial “Other” response option. This is where Adam and his team discover organic mentions from shows they’d never done business with before, opening the door to a strong ad relationship.

Fum Product Example

All these tactics fall in line with a customer-level attribution model, perfectly suiting a high-growth brand that needs to navigate through the unknown-unknowns of their expanding market.

Some parting guidance from Adam: “All-in-all, look at the data broadly. If you are seeing lots of post-purchase responses in favor of a podcast, you are likely doing quite well.”

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To trial Fairing free, download us on the Shopify app store.

To satisfy your hand to mouth cravings, check out Füm.