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Fairing Post-Purchase Survey · 12-Month Attribution

What led you to purchase today?

Where new customers say they discovered MUD\WTR — every channel, weekly, July 2025 → July 2026. 62,857 first-order responses (~35–40% response rate). Survey answers measure claimed influence; use alongside click attribution, not instead of it.

GENERATED Jul 13, 2026 · SOURCE: FAIRING Q2864, FIRST ORDERS ONLY · WEEKLY, MON–SUN

62,857
Responses, 12 months
new customers only
45.0%
Meta — #1 all year
range 38–52% by quarter
13.4%
YouTube — #2 of the year
peaked 22% in Q4 · now 8.3%
11.0%
Word of Mouth — #3
flat YoY · winter peak
2.7%
TikTok — fastest riser
1.1% → 2.7% across the year
Channel Trends — Weekly Share, Own Scale Per Panel
Meta (FB/IG Ad)
YouTube
Word of Mouth
Other
Online Search
TikTok
Someone I Follow
Podcast
An Article

Thin line = weekly share · bold = 4-week average · break = survey off Aug 18 – Oct 12, 2025. Each panel has its own y-axis — read shapes within a panel, compare levels via the table below.

Monthly Share Matrix

Share of new-customer responses by month. Scroll sideways on small screens.
MonthResponsesMeta (FB/IG Ad)YouTubeWord of MouthOtherOnline SearchTikTokSomeone I FollowPodcastAn ArticleNote
Jul 20254,17352.0%8.7%10.5%8.0%6.7%1.2%3.0%2.3%1.7%
Aug 20252,48951.4%9.5%10.0%8.2%7.3%1.1%2.2%2.9%1.8%partial — survey off Aug 18
Oct 20253,50438.5%23.2%9.8%7.7%5.1%1.8%2.6%4.6%2.0%partial — resumed Oct 13
Nov 20258,78538.1%23.0%10.5%9.1%4.8%1.6%2.4%2.7%1.6%BFCM
Dec 20257,19038.2%20.4%11.8%9.4%6.0%1.4%1.8%2.2%1.8%
Jan 20265,38344.2%10.4%13.0%10.0%7.1%1.4%3.2%2.1%2.5%
Feb 20266,46149.2%7.8%11.6%8.4%6.1%2.8%2.6%1.8%2.1%
Mar 20266,40448.3%7.1%12.0%9.2%6.4%2.9%2.5%1.8%1.9%
Apr 20265,61947.9%8.4%10.7%9.8%6.6%2.2%2.4%2.1%2.0%
May 20266,78148.9%12.0%9.8%8.4%6.1%1.9%2.3%2.4%1.7%
Jun 20264,27944.5%12.8%10.4%9.5%7.1%2.1%2.0%2.9%1.6%
Jul 20261,78947.6%8.3%10.8%11.3%7.1%2.7%2.0%1.2%2.0%Jul 1–12
Read
YouTube is the year's most under-appreciated channel — and it's seasonal. Across 12 months, 13.4% of new customers said YouTube led them to purchase — the #2 discovery channel, ahead of word of mouth. In Q4 2025 it spiked to 22.1% (holiday push), while click attribution barely registered it all year. Its current 8.3% still implies ~3× the customers Northbeam credits. Plan Q4: YouTube's survey share doubled during the holidays last year — budget accordingly rather than judging it on summer click-CAC.
Meta is the stable spine at 45%. Outside the Q4 dip to 38% (when YouTube surged and holiday mix shifted), Meta holds 47–52% of claimed discovery in every quarter. Its issue this year has been the cost of those customers, never its presence in how people find the brand.
TikTok is the only channel rising all year. 1.1% → 2.7% quarter by quarter, without a real paid push behind it. Small base, unambiguous direction — worth a deliberate content/spend test before someone else's algorithm decides the category winner.
Word of mouth is stable and seasonal, not eroding. 10.4% now vs 10.3% the same weeks last year; the January 13% was the annual winter peak (gifting + resolutions), not a baseline. Absolute referrals track total acquisition volume — the flywheel's rate is fine; it needs more customers flowing through it.
Watch "Other" and "Someone I Follow." "Other" crept from 8% to 11.3% — worth mining the free-text answers to see what's hiding in it (retail? streaming? Reddit?). "Someone I follow on social media" faded 2.8% → 1.9% — the one organic line genuinely below last year, consistent with the influencer program's reduced footprint.

Caveats: Survey off Aug 18 – Oct 12, 2025 (Aug/Sep/Oct partial or missing; gap shown in charts). Single-choice, self-reported, new customers only. Weeks under 50 responses excluded. Video games (0.9%), Target (0.8%), TV (0.8%), Amazon (0.6%) and other minor answers are in the data but below the panel threshold. Source: Fairing API (Jul–Dec 2025) + CSV export (2026).