A. How can I use Footfall Measurement as a KPI for my campaign optimisation?
Adsquare Measurement helps you evaluate the impact of your digital Drive‑To‑Store campaigns by streaming store visit data directly into your DSP. Typical KPIs you can use for optimisation include:
Store visits – number of users who visited a store after being exposed to an ad.
Visit‑based efficiency metrics – e.g. visit rate (visits vs. exposed users) or cost‑per‑visit, depending on your DSP’s reporting capabilities.
Visitation uplift and control vs. exposed comparisons – available either via certain DSPs or through Adsquare’s Attribution product.
In your DSP’s dashboard, you can analyse which line items, creatives, platforms or partners drive the most in‑store visits and the best visit‑based efficiency. This lets you optimise campaigns in near real‑time – reallocating budget towards the combinations that generate the most incremental store traffic and ROI.
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. To learn how to create these, see our: Adsquare Polygons Guide with Google My Maps.
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 numbers 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.
Want to see how Measurement works in your DSP?
Explore our setup guides and best practices for each platform: