How ecommerce growth agency Adflair uses Zigpoll to cut non-incremental ad spend and rebuild funnels around what customers actually say
Survey Type:
Post-purchase survey on Shopify stores
Survey Questions:
Where did you first see the brand? Plus client-specific questions on
purchase journey length, gift purchases, and which products to launch
next
Adflair is an ecommerce-only growth agency based in Aarhus, Denmark. They run Paid Social, Google Ads, email, influencer marketing, content, and CRO for ambitious fashion, design, and lifestyle brands, with a brand-first approach that balances long-term brand building with performance.
We had the chance to chat with Kasper Raahauge, co-founder of Adflair, about how the team uses Zigpoll across client engagements to:
- Measure how long the purchase journey really is for high-ticket design brands, and restructure funnels around it
- Size channel contribution by asking customers where they first saw the brand
- Cut roughly 80% of one client's affiliate spend without losing any revenue
"We set up Zigpoll on every client during onboarding, the same way we set up a Meta Pixel. Not doing it would feel like running ads blind."
Why Adflair adds Zigpoll to every client store
The gap between platform ROAS and real revenue
Adflair buys media across Meta, Google, and more for its clients, so the problem they came to Zigpoll with was attribution, and specifically:
"The gap between what ad platforms report and what actually drives revenue."
Every ad platform grades its own homework. Kasper's view is that the only way to see past that is to ask the person on the other end of the order:
"Ad platforms tell you what happened inside the platform. Zigpoll tells you what actually happened with the customer. That difference has saved our clients a lot of money and changed how we build funnels."
As standard as a Meta Pixel
Adflair runs post-purchase surveys on their clients' Shopify stores, and it's the survey Kasper values most:
"As a marketer it's my favorite: direct learnings from the people who just paid for the product. That's invaluable.
Zigpoll is a standard part of our onboarding for every single client. It's an essential tool for how we work — not a nice-to-have."
Finding out how long the purchase journey really takes
For high-ticket interior design brands, Adflair needed to understand how long customers take to go from first seeing a brand to buying from it. The survey answers showed it was far longer than the ad platforms suggested: in several cases multiple weeks, in some cases months, and even years.
That matters because of what an account optimizes toward when nobody knows:
"If you don't know that and use platform ROAS as your north star, you end up optimizing to close purchase journeys instead of starting them — and you can't close a journey you never started."
Adflair changed how they structure design-brand accounts as a result:
- Split ad sets categorically by funnel stage, so ROAS isn't the north star for the whole account
- Put deliberate focus on the top of the funnel, introducing new people to the products long before they're ready to buy
"It changed how we market this type of brand — and it's a big part of why we can outcompete other players in the category."
Takeaway — ad platform attribution windows are measured in days. For a high-ticket design piece, the real journey can be measured in months. If the survey shows that gap, a single ROAS target across the account will quietly starve the campaigns that start new journeys.
Asking customers where they first saw the brand
To understand how much each channel actually contributes, Adflair doesn't build a more elaborate model. They ask:
"We simply ask customers where they first saw the brand — which is often far more honest than any attribution model."
Takeaway — last-click models credit whatever touched the checkout. A first-touch question answered by the customer credits whatever started the journey, which is exactly the part brand-building channels never get paid for.
The client win: cutting affiliate spend by 80% without losing revenue
One of Adflair's clients had revenue heavily driven by gift purchases. The pattern looked like this:
- Adflair marketed to the brand's ideal customer
- That customer added the product to a wishlist on a third-party wishlist platform
- A parent or grandparent bought it as a gift, through the wishlist
The wishlist platform ran as an affiliate, earning commission on the checkouts that came through it. The survey data showed where those purchases actually started:
"The wishlist platform was taking commission on checkouts our own marketing had created — and the customers told us so."
Adflair made two changes based on what customers reported:
- Cut affiliate spend by roughly 80%, with no loss in revenue
- Restructured the advertising to optimize toward the actual ideal customer, not the family members buying the gift
"Zigpoll is the cheapest, most honest attribution tool we have. It cut one client's affiliate spend by 80% without losing a single sale."
Takeaway — for gift-heavy brands, the person who pays is often not the person you marketed to. Attribution follows the buyer; a post-purchase survey can follow the demand back to where it started, and expose any partner collecting commission in between.
Beyond attribution: letting customers choose the next launch
Attribution is where Adflair started, but it isn't the only way they use the survey:
"We've also used it to let customers tell brands which products to launch next — I could keep listing use cases all day."
AI insights that make the data usable for any founder
Adflair has used Zigpoll for so many years that Kasper doesn't remember how they found it. What keeps them on it is how quickly the product keeps improving:
"The tool is intuitive, it ships improvements every single week, and the new AI analysis makes the insights accessible to founders who don't work with this every day. That's a big opportunity for smaller brands."
AI insights are Kasper's favorite feature for a simple reason:
"Thousands of responses summarized proactively, with an angle that's genuinely about helping me improve performance for my clients — not just describing the data."
How Zigpoll changed the way Adflair spends clients' money
The biggest result isn't a single campaign. It's a different way of judging every campaign:
"Zigpoll changed how we think about attribution. We've moved away from over-indexing on on-platform ROAS toward a more holistic view of marketing performance, and we've saved several brands a lot of money by cutting spend that wasn't generating incremental results."
The survey has become the number every other number gets checked against:
"Zigpoll is the closest thing we have to ground truth on attribution. We stopped optimizing for ROAS on paper and started optimizing for what actually drives revenue."
What Adflair would tell another agency
Asked how essential Zigpoll is to the way Adflair works, Kasper put it plainly:
"If I could only keep one tool besides the ad platforms themselves, it would be Zigpoll. Nothing else has changed how we spend our clients' money as much."
It's a useful test for any agency buying media. If the only numbers you optimize against come from the platforms you're paying, you'll keep funding whatever claims the last click. One question on the thank-you page is how you find out what actually started the sale.
