Case Study: Collectly unlocks clearer attribution insights with Fairing

How Collectly Is Unlocking Attribution Clarity in B2B SaaS with Fairing’s SDK

Collectly, Inc., a healthcare SaaS company, faced a significant challenge in accurately attributing conversions and understanding the true drivers of awareness in their complex B2B environment, where traditional last-click tracking was falling short. To solve this, they partnered with the vendor Fairing to gain clarity on their customer journey and marketing pipeline.

By implementing Fairing’s in-moment attribution surveys via Google Tag Manager, Collectly quickly gathered zero-party data that revealed key insights. The solution from Fairing successfully uncovered that LinkedIn was a major driver behind what was previously misclassified as "Direct" or "Branded Search" traffic, allowing Collectly to validate and confidently reallocate their budget. This provided them with invaluable keyword data and even revealed emerging trends like AI-assisted discovery, leading to smarter marketing decisions and optimized spend.

Collectly, Inc.

Bartek Woroniecki

Vice President of Growth