A. Setting up Footfall Measurement with Adsquare
Please provide the following information to Adsquare by sending an e-mail to client-services@adsquare.com
Campaign start and end dates: Please also inform us if you would like an analysis period after the end date of the campaign
Adform Client Tracking ID.
Adform Tracking Point name: We recommend that the Tracking Point name does not contain any special characters or spaces. For example, "Barnes & Noble" should be translated as "Barnes_and_Noble".
List of Places-of-Interests (POI): A list of stores or physical locations where you wish to measure footfall.
Adsquare can build POIs with internal data. However, we highly recommend you to come up with your own list. You can specify desired places via one of the following formats:
Latitude/longitude;
2D polygons of buildings.
50 meters default radius will be applied. However, it's possible to configure a different value with an individual request.
Part 2: Enable Tracking for your Advertiser
To enable the measurement, you must link your Adsquare account to your Adform Advertiser. (Adform guide: here)
Log in to Adform and click Advertisers & Data Providers > Advertisers in the left sidebar.
Select the Advertiser you are using for this campaign.
Click on the Tracking tab (or scroll down to the Tracking section).
Locate the field labeled AdSquare Client ID and enter your ID.
Note: This maps your Adsquare audiences with the Adform system.
Check the box for Enable cookie matching on impressions.
Why? This ensures that when an ad is served, the user ID is matched, allowing for better attribution of visits to ad exposures.
Click Save.
Note: For improved privacy, reach, and monetization, Adform recommends enabling ID Fusion. Read more about ID Fusion here.
Part 3: Create a Mobile Line Item
Once tracking is enabled, set up your campaign line item. (Adform guide: here)
Navigate to Campaigns and select your specific campaign/order.
Click Create > Programmatic Line Item.
Complete the setup tabs:
General: Define your budget, flight dates, and frequency caps.
Inventory: Select your mobile inventory sources.
Targeting: Apply your Geo, Audience, and Device targeting.
Banners: Assign your creative assets.
Click Save.
For detailed guidelines on Mobile Ads, click here.
Part 4: Reporting & Analytics
Adsquare Footfall data is fully integrated into Adform's reporting suite.
Availability: First measurements typically appear 24 hours after the first impressions.
Metric Type: Footfall traffic is collected via offline tracking points. In your reports, these will appear as Conversions.
Important: Understanding Visit Timestamps
When analyzing your data, you will encounter two different timestamps:
Transaction Timestamp (Default): This is the time Adform received the data from Adsquare. By default, Adform standard reports use this timestamp.
Visit Timestamp (Variable SV1): This is the actual time the user visited the store. This data is sent via a custom variable called SV1.
Recommendation: Do not rely on standard Tracking Point reports for time-of-day analysis, as they reflect data ingestion time, not visit time. Instead, we recommend generating a Web Variable Report.
How to Generate a Web Variable Report
To see the actual visit timestamps (SV1) and analyze raw data:
In Adform, go to Stats & Reports.
Create a Custom Report (or select Web Variable Report if available in your template list).
Ensure you select the SV1 variable in your columns.
This report will provide the raw data, allowing you to attribute visits to the correct time and date.
Limitations & Recommendations
Latency: Adsquare has an average latency of 7 days to provide complete data for all countries.
Campaign Size: For statistical significance, we recommend a minimum of 3 million impressions and a flight time of at least one week.
Cross-Device Metrics (recommended): If cross-device attribution is enabled, your reports will show attributed visits from all connected devices.
🛠️ Need help troubleshooting? If your data isn't appearing as expected or you have questions about your setup, please open a support ticket and our team will investigate