Close Your CTV Attribution Gap with Vibe.co and Fairing
Streaming TV drives massive purchase intent, but connecting those ad views to online checkouts isn’t always linear. Viewers watch on TV, remember the brand, and complete the purchase later on another device. A widely cited Google study found that 61% of shoppers (and over 80% of millennials) start on one screen and finish on another.
The result is familiar to anyone who has scaled streaming spend: the order lands under “Direct” or “Organic,” the TV campaign that actually drove the sale gets zero credit, and the placement you were about to cut may have been your top performer.
That’s a measurement disconnect, not a campaign failure, and tracking harder won’t fix it. You need the one signal no pixel can produce: direct confirmation from the buyer.
Ask the buyer instead
Fairing has partnered with Vibe.co, the #1 streaming TV ad platform built for performance marketers, so you don’t have to choose between spending on TV and proving TV works.
While Vibe powers CTV targeting, optimization, and measurement, Fairing captures the direct customer signal no pixel can produce: the buyer’s own answer captured at checkout.
Your surveys and your campaigns get smarter with every order, automatically.
When you connect the two, the active campaigns, networks, and programs in your Vibe account automatically populate as response options in your Fairing survey. Instead of choosing a generic “TV” response, customers can directly select the exact network, channel, or program that led them to purchase.
Each time a customer credits one of those placements, Fairing sends that response back to Vibe’s Conversions API with complete cart and order details. This enriches Vibe campaign data with verified buyer feedback, allowing you to optimize placements based on true ROAS. The loop runs seamlessly in both directions: as your media plan changes, your survey options update with it automatically.
What the data actually answers
The CTV attribution questions this data helps answer:
Is CTV actually working? Track the share of new customers naming streaming TV as how they first heard about you, as your Vibe spend scales.
Who are we reaching? Pair survey responses with AOV, LTV, and first-time vs. repeat buyer status to see the quality of the customers CTV brings in.
Which placement drove the sale? Turn a vague “TV” answer into streaming versus linear, and let customers select the exact channel or program where they saw your spot.
Where should the next dollar go? Compare buyer-reported CTV performance against paid social and search, then reallocate budget backed by direct customer feedback.
The signal doesn’t stop at Fairing
The Vibe integration is available to every Fairing customer. Connect it once, and that signal reaches the tools you already use to make decisions - your MTA, your incrementality testing, your MMM, your warehouse - rather than sitting in one more dashboard you have to remember to check.
That’s the core value of building it this way. Customer-reported attribution is most useful when it reinforces the models you already trust, filling in the channels that device switching, VPNs, ad-blockers, and click-free formats leave out. It complements your existing measurement stack instead of competing with it for final credit.
Get connected in 3 clicks
Setup takes minutes and no engineering work on either side. Connect your Vibe account from the Fairing Integrations tab or directly from Vibe’s app marketplace, pick the advertiser you want to sync, and choose which of your survey answers represent TV. From there, it runs automatically: the channels and programs you buy through Vibe populate your survey, customer-reported conversions flow back to Vibe, and both stay current without anyone maintaining a list by hand.
Ready to put it to work?
Exclusive Fairing client benefit: Get a 50% ad credit match on your first 30 days of Vibe ad spend, up to $1M. Available to net new Vibe clients only.
Learn more about the integration and reach out to your Fairing rep to redeem your 50% credit here.
