How InfluenceLogic Unlocked Full-Funnel Attribution for YouTube & Influencer Marketing with Fairing

The Challenge: Influencer Campaigns That Didn’t “Click”

What does every CMO want right now?

"Today, most CMOs are building video content factories: teams of creators who speak authentically about their products and distribute video content at scale," shares Joel Robinson, CEO of InfluenceLogic.

Consistent video content from trusted third parties is important to building top of funnel awareness, driving sales, educating audiences, showing up in LLMs, and so much more. 

But as Robinson explains, “The ROI of influencer marketing can be difficult to measure. There is typically a time delay in the purchasing consideration process and audiences don’t always click on trackable links. So when brands run these campaigns, the click-based performance data doesn’t always show the full picture."

“Consumer behavior reveals that very often people don’t click links,” said Cassandra Scarbeck, VP of Brand Partnerships. “They consume content on their mobile devices or TV where links are harder to get to, and then search for the brand later in Google or through LLMs.” She also points out that many consumers use privacy filters to block cookies and cross device tracking.

These behaviors resulted in lower-funnel partners getting a disproportionate amount of the credit leaving last-click data to only tell part of the story. Scarbeck added that “for products and services with a longer consideration period, a brand’s retargeting and remarketing efforts often reassign attribution away from the channel driving the initial intent."

InfluenceLogic, which manages full-service influencer programs across YouTube, podcasts, and other creator-led platforms for some of the most recognized brands in the world, like BetterHelp and Aura, set out to find a solution to help their clients see the full value their influencer marketing efforts were producing. 

“To help our clients succeed, we needed a survey solution that could do it all - triangulate click-based, promo code, and HDYHAU tracking, get granular down to the creator level, work across every marketing channel (not just influencers), and be easy to plug in,” noted Scarbeck.

The Solution: Attribution Clarity at Every Level

To close the gap, InfluenceLogic partnered with Fairing, embedding a ‘How did you hear about us?’ question into the post-conversion experience. Fairing’s two-tiered survey structure provided zero-party data directly from customers, unlocking insights that click-based tools missed entirely.

For some clients, the difference was dramatic: “In one of our programs, 65% of the conversions come directly from Fairing survey responses,” said Kaylan Kerbler, Senior Manager of Brand Partnerships. “Without that data, the channel would look like it wasn’t working.”

In another case, Fairing revealed that smaller, long-tail creators were responsible for 12% of total conversions. This value would have been invisible without survey data.

“Even when brands already had surveys, they weren’t tracking individual creators,” said Scarbeck.  “Fairing gives us that visibility.” 

Robinson added, “When creators see they’re driving results, it motivates them to stay engaged. It strengthens relationships on both sides.” Creator level survey insights also enables InfluenceLogic to continue making data-driven investments back into the channel with winning creators.

Eliminating the Build Delay

While some brands initially planned to build their own attribution survey, development timelines and prioritization challenges made that difficult.

“That’s often a six- to twelve-month dev timeline - and that’s if it ever gets prioritized,” Scarbeck noted. “With Fairing, implementation is quick and seamless.”

In one case, a prospective brand had been planning to build in-house but signed on with Fairing just five minutes after a joint call. The time-to-launch was immediate.

A Strategic Unlock for Expanding Reach

Fairing also enabled InfluenceLogic to support a broader range of brands and product categories. Previously, the agency focused primarily on impulse-purchase products, where a short consideration cycle aligned with direct-response performance.

With Fairing in place, they can now confidently work with brands offering high-ticket items or longer sales cycles, opening up new growth opportunities across B2B and considered-purchase categories.

“Before Fairing, we struggled to support those brands,” said Robinson. “Now we can measure those campaigns. That opens up a whole new world for us.”

Key Results: Driving Lift, Speed, and Scale

Fairing has delivered measurable impact across InfluenceLogic’s portfolio:

• Lift: 10–30% lift in total attributable conversions when survey data is included.

• Speed: 10x faster time to launch compared to in-house solutions.

• Scale: 11% new client growth for InfluenceLogic from expanded measurement reach.

A New Standard for Creator Attribution

Fairing is now core to InfluenceLogic’s pitch and onboarding process.

With post-purchase HDYHAU survey insights built into every campaign, InfluenceLogic is helping brands optimize influencer spend, surface under-recognized conversions, and build programs that scale on performance.

Ready to uncover the full impact of your influencer programs? Start your free 14-day trial of Fairing and see what your customers are telling you.