1. Provide Adsquare with the locations, aka Points of Interest (POI), whose customer frequency is to be measured.
To ensure highest accuracy, we recommend using locations in the form of 2D polygons that outline the exact shape of the corresponding buildings. POI data can also be used in form of lat/long data combined with radius to gauge the likelihood the device owner entered your POI.
Adsquare provides access to a database of millions of polygons worldwide, updated regularly, for you to choose from.
Alternatively, you can also share your own store list with Adsquare which can then be matched to polygons managed service.
2. Adsquare sets up a configuration ID with a start date for the measurement campaign and begins collecting all Mobile Advertising IDs (MAIDs) that are seen in the given locations.
3. The MAIDs are then sent continuously to your desired DSP for the duration of the campaign; The data are transmitted at least daily, if not more frequently - The interval may vary from DSP to DSP.
4. The DSP is then responsible for matching all visitors that Adsquare has sent with those users who have been exposed to the advertising campaign.
5. Only if a device owner who has been on site of the defined locations after having seen the advertising, a location visit is recorded.
To dive deeper into the methodology of Footfall Measurement, we invite you to download our corresponding whitepaper from our website.
How to interpret Footfall Measurement Results in your DSP
Customer visits sent by Adsquare are not filtered or extrapolated
Real-Time Footfall Measurement with Adsquare works omnichannel and helps you to establish a new KPI by measuring the success of your digital campaign in regards to store visits across channels: mobile and display programmatic, social media, audio, video, search and DOOH.
Adsquare does not provide benchmarks in terms of what can be considered adequate numbers of visits for your campaign. Reason being that there are multiple factors that influence the success of a campaign and are out of our control: the advertised product or service, the messaging, the creative or the media buying strategy, just to name a few.
Bear in mind that Footfall Measurement isn’t about absolutes: it’s about understanding the success of your campaign by analysing a statistically relevant sample size and comparing it to a baseline of activity.
Some DSPs support you in creating a control group for your campaign. Please, reach out to your respective DSP Account Manager.
When reading your measurement report provided by the DSP, please be aware that there’s a latency for sending the data to the DSP. Below, you can find our latency overview:
Illustration: Adsquare Latency Overview
Adsquare sends 83,3% of the visit data to the DSP after one day (D-1). After two days (D-2) we have almost no delays with 98% of visits sent to the DSP.
Keep an eye on the delivered AD Impressions. Small numbers of AD impressions can only generate a small amount of visits. Always check relative numbers instead of absolute numbers.
Check the number of POIs and sizes you are measuring customer visits against. The likelihood of visits and number of locations correlate positively.
Keep in mind your attribution window: how much time do your customers have to go to the store? Note that this is highly dependent on the product or service.
Keep in mind your call to action. Is a call to action clearly included in the creative? Do users actually have an intent or incentive to go to the POI?
Sometimes you see visits happening on Sundays, on Bank Holidays or during the night. Please bear in mind that Adsquare cannot detect altitude when measuring visits, so visits from above or below your POI can count as a visit to your POI. The impossibility to distinguish between different floors of a building when attributing visits to a store is not due to the Adsquare technology but to the current technology. Background data shares latitude and longitude of a visit, it does not share altitude-related information.