A. How can I use Footfall Measurement as a KPI for my campaign optimization?
To be able to evaluate the impact of your digital Drive-To-Store campaign and optimize it accordingly, you need reliable information about campaign-generated footfall to your stores:
- Number of customers who went to the stores after seeing an ad
- Visitation rate (ad exposed users who went to the stores vs. total ad exposed users), and/or
- Visitation uplift (incremental visits generated thanks to the campaign, as compared to a control group of non-exposed users) (only available in some DSPs)
Thanks to adsquare’s Footfall Measurement functionality, one or all of the above mentioned KPIs are displayed in your prefered DSP’s dashboard. These real-time visitation metrics quantify how frequently ad impressions lead to store visits, going beyond traditional ad engagement KPIs (such as clicks) and removing any guesswork about your ad’s effectiveness.
With Footfall Measurement you can get valuable insights into your campaign’s performance (e.g., compare performance by creative, platform or partner; estimate cost per visit, etc.) and leverage the insights to optimize your campaign in real-time and increase performance.
B. Do I have to use my own list of Places-Of-Interest (i.e., list of stores) for Footfall Measurement?
The set-up of Footfall Measurement and POIs highly depends on a DSP. We recommend using your own POIs, either in the form of latitude/longitude + radius or your own 2D polygons of buildings. Bringing your own POIs is recommended:
- You can best control your store locations, ensuring that all your relevant stores are on the list (the most recently opened ones are included, recently closed ones are excluded, etc.)
- It’s the only option that seamlessly works as a self-service solution currently.
In exceptional cases when you don’t have your own list of stores’ latitude/longitude information or 2D polygons, we can set up Footfall Measurement using our own data (2D polygons of buildings). As a managed service, this should only be used exceptionally, on an individual request basis.
C. Can I enable Footfall Measurement for all of my Drive-To-Store advertising campaigns?
In order to get meaningful results and insights, the following limitations apply to your advertising campaign:
- Minimum of 3m impressions
- Minimum of 1 week flight time
- If Places-Of-Interest (POIs) are identified in the form of latitude/longitude, a default 50m radius will be applied (radius other than 50 meters can only be configured on an individual request basis).
D. Why do I see different number of visits in my stores?
This situation depends on the set-up and configuration of a specific campaign, and may vary on a case by case basis. Possible reasons for such results:
- Location data availability based on the store location. If a store is located in a less populated area with low mobile usage, we might see fewer visits to that store when compared to other stores (e.g., stores in quiet suburbs vs. crowded city center).
- Uneven distribution of impressions per different stores. If no impressions are delivered to the area where a particular Store X is located, it is likely no visits to that Store X will be recorded/measured.
- If a campaign is in its early stage, or is generally exposed to a very low number of users, it may take some time to accumulate a sufficient amount of meaningful data.
The specific answer - and solution - depends on a specific campaign configuration.
E. How many times do the users need to appear in the POI to be considered a store visit?
Hourly aggregated statistics are used to count store visits. For example, we will count 1 visit during the 60 min period, regardless how many times the user is seen in the store during that hour.