Why a click count misses these sales
KnoCommerce, a survey tool, matched what buyers said in June 2024 against the clicks tied to their orders. 67.5k people named TikTok that month.
| Where buyers said they found the brand | Share of them with a click from that channel |
|---|---|
| TikTok | 4.17% |
| 27% | |
| 32% |
Source: KnoCommerce, TikTok's impact is bigger than you think
InfluenceLogic, a creator agency whose clients include BetterHelp and Aura, reports 10 to 30% more conversions credited once survey answers count.
“In one of our programs, 65% of the conversions come directly from Fairing survey responses. Without that data, the channel would look like it wasn't working.”
What to ask
KnoCommerce's attribution template asks three questions, and it recommends showing them to first time customers.
- "How did you first hear about us?" Put every creator and podcast you pay in the answer list.
- "And what brought you to our site today?" This catches the last push before the sale.
- "How long did you know about us before making your first purchase?" Use the answer to set how long you wait before you judge an ad.
- If you show the survey to every buyer, add whether this is their first order, then judge each creator on first orders alone.
Source: KnoCommerce, attribution survey help page
How HexClad turned answers into a ROAS
HexClad used these steps on a new podcast budget, after discount codes and short links proved leaky.
- Count the buyers who named podcasts.
- Correct for how many people finish the survey, about 50% at HexClad.
- Export those orders and add up their revenue.
- Divide that revenue by the podcast spend, and set the result beside channels at the same stage of the funnel.
- Read which shows buyers named. HexClad went from 20 podcasts to 3 or 4 for the next quarter.
Source: KnoCommerce, HexClad customer story
Where the answers mislead
Ridge's ad reads say "tell Ridge we sent you", so the read itself asks buyers to fill in the survey.
“if you're getting 40% of of customers to answer your post-purchase survey, So then you multiply everything by 2 and 1/2 X to get to 100%. I actually think you can end up over attributing to to um podcast or YouTube”
Marketing Operators, October 2025
Check your own answer rate against these before you scale anything up.
| Who | Share of buyers who answer |
|---|---|
| Pura Vida, on its old survey tool | 25% |
| Pura Vida, on KnoCommerce | 33% |
| HexClad | About 50% |
| KnoCommerce's stated average | 45%+ |
Source: KnoCommerce, Pura Vida and HexClad customer stories
- Check a second number. Ridge keeps two columns for each podcast buy, Podscribe, a podcast ad measurement tool, and its survey. It books the buy again when it beats target in both, and makes a split decision when it wins only one.
- Read the trend. Ridge's test for a brand new to YouTube ads: double the budget, and if the survey share doesn't budge within two weeks, something is wrong.
What the tools charge
| Tool and plan | Price a month |
|---|---|
| Fairing, up to 200 transactions | Free |
| Fairing, 201 to 500 transactions | $49 |
| KnoCommerce Starter | $19 |
| KnoCommerce Analyst, its pick under $100,000 a month on ads | $119 |
| KnoCommerce Pro, its pick above that | $299 |
Source: Fairing and KnoCommerce pricing pages, read November 9, 2026
What we do
Our creator audit checks for this: you ask every buyer after checkout where they first heard of you, with your creators' names listed.
See what each attribution tool can see, which brands buy the most podcast ads and how to check YouTube with the same survey.
This audit comes from Influencer Advisory, our influencer marketing agency.