Fairing

What’s fueling AppLovin’s rapid rise in eCommerce? ?? Our data scientist, Enia Xhakaj, PhD unpacked the numbers, and the findings are eye-opening: 1. Last-click isn’t cutting it: A staggering 80% of responses misattribute AppLovin-driven conversions to channels like Facebook and Google. It's time to rethink measurement. 2. Language matters: Consumers identify AppLovin as "Game ad" or "Mobile game"—adding these options to your HDYHAU survey ensures you’re capturing the channel accurately. 3. Device distribution remains a hurdle: 71% of responses come from mobile, but the cross-device challenge persists, reminding us there’s no easy fix for attribution yet. ?? This is more than a channel—it’s a shift in how we think about acquisition. Is AppLovin playing a role in your customer acquisition strategy yet? Read the full story here:

?? The Power of Reclassification: How Small Adjustments Make Big Data Impact Imagine this: you recategorize just a small chunk of your data—let’s say 5%—toward a podcast acquisition. Suddenly, your podcast metrics look a little better. It’s a random example, but the point is clear: recategorizing your data properly ensures you're giving credit where it’s due. Many brands are surprised by what they find when they finally dig into their unstructured data. ?? Referrals from influencers who aren’t even being paid to advertise your brand? ?? Hidden channels with genuine word-of-mouth? ?? Old campaign you turned off long ago finally paying off? These Easter eggs can reveal new opportunities and help refine your attribution model. Recategorization helps businesses get the most out of their data—it's a small effort that can drive a big difference in understanding where your success really comes from. Our platform has been designed to help brands do so, and we're not stopping there—keep an eye out for some exciting new features coming soon that'll optimize the process even further ??

AppLovin is rewriting the playbook for customer acquisition ?? ?? And here’s why brands should take note: 1. Massive reach meets high intent: AppLovin’s network connects brands to billions of daily active users — many already in a buying mindset. This isn’t just scale; it’s precision targeting. 2. Beyond gaming: While rooted in mobile games, AppLovin is proving its value across industries. Brands tapping into its platform are seeing cost-effective growth in untapped audiences. 3. A new standard for measurement: As channels like AppLovin grow, they challenge us to innovate our measurement frameworks. ?? The takeaway? Channels like AppLovin aren’t just complementary — they’re becoming essential for growth-minded brands. How are you staying ahead of the curve with emerging acquisition channels? Dive into the full analysis from Fairing here: https://lnkd.in/dFbSjJAZ

?? BFCM Shopping Behavior: Gift Orders Take the Lead An interesting trend you never would've guessed: the average order value during BFCM stays consistent whether people are buying for themselves or for others. But here’s the kicker—customers are placing more orders for gifts during this time. This shift in behavior shows that BFCM isn’t just about snagging deals for personal use; it’s also prime time for gift-giving. A little insight that reshapes how we think about what drives those sales.

Don’t Overlook the Long Tail of Your Non-social Media BFCM Channels ?? While social media might give that final nudge, it’s the entire ecosystem of channels that drives the real results. During BFCM, a striking 55% of conversions came from non-social channels. Every touchpoint, from word of mouth to podcasts and in-person stores, contributes to the bigger picture. It’s a reminder: true BFCM success isn’t about any single channel—it’s about the collective impact of all the smaller campaigns and overlooked channels working together.

??? Word of Mouth Reigns During BFCM When it comes to influence, nothing beats word of mouth. It’s not just another “channel”—we found that it accounts for 25% of all BFCM responses, making it the top non-social source for brand discovery. From friends and family to even recommendations by your doctors or stylists, personal referrals pack real impact ?? Beyond social media ads, it’s that close-knit recommendation that often sways buyers. ?? What else is rising? Podcasts and in-person stores. Brands are pouring more into these post-pandemic, proving they’re channels worth watching. With so many paths to purchase, getting an accurate read on attribution requires looking across all these touch points.

?? Attribution 101: Social Platforms Aren't Always Telling the Full Story. Platforms love to claim credit for conversions—even if they barely touched the journey. But with TikTok, tracking is uniquely tricky. Why? The initial awareness often happens long before the conversion, leaving UTMs and links in the dust. Here’s the reality: a customer might discover you on TikTok, scroll past, and only later convert after a Google search. That makes it so difficult to measure. But that’s where tools like Fairing step in. By asking customers where they first found your brand, you can finally credit channels that might otherwise go unnoticed. Social discovery is booming, but accurate measurement is still a work in progress—Fairing brings you 2 steps forward in the right direction.

?? TikTok’s rise in BFCM? It’s not just the Gen Z effect. From our analysis of over 13 million HDYHAU responses, we're seeing a steady drop in most social platforms for BFCM reach—except for TikTok. With things like TikTok Shop fueling its popularity, this platform has become a surprising standout, especially among younger buyers. But here’s the kicker: UTMs alone aren’t capturing the full picture. In fact, we found that 90% of shoppers who said TikTok influenced their purchase didn’t show up in UTM data at all. So if you’re only tracking UTMs, you’re missing out. (P.s. we cover this in our report with TikTok, link in the comments ??????) ?? Pro tip: Use surveys as an additional (and accurate!) attribution layer to get the insights your metrics might be missing.

Want to turn BFCM buyers into loyal fans but don't know how? It’s all about knowing who they’re shopping for. In our latest webinar, we dived into how segmenting customers—like spotting the difference between gift-givers and deal-seekers—can change the game post-BFCM. It’s a simple ask, but with big results: “Who are you buying for today?” This question gives you what you need to personalize follow-ups and nudge those one-time buyers into repeat customers. Think: tailored emails, timely texts, and an approach that feels like it was made just for them. The takeaway? Capture the why behind the purchase now to build loyalty and value later.

?? While BFCM brings in a surge of new customers, their lifetime value (LTV) often falls short. Our findings revealed that during BFCM, both LTV and repeat purchase rates drop by around 20%. These customers are less likely to stick around for the long haul, which impacts overall profitability. If you’re ramping up for BFCM, here's what our data advises: it's not just about attracting new customers but finding ways to turn them into loyal ones.