Adding footfall attribution to measure impact of location campaigns


We are excited to announce that we are offering adsquare’s Insights solution to measure and attribute the impact of location-based campaigns to footfall from our Mobile DSP. adsquare is a mobile-first data exchange, bringing together advertisers and data providers in a fair, secure and privacy-friendly.

For those of you new to this topic, the purpose of footfall attribution analysis is to determine that age-old question: Did my marketing spend work?

When advertisers spend on digital media, mobile metrics alone are not enough and they need to understand what has been successful at driving consumers into a store; this is where football attribution provides answers. (Note: Footfall is a retail marketing term used to describe the counting of people that enter a store.)

A footfall attribution study monitors each of the locations targeted during a campaign and analyses users that have been exposed to mobile ads against a control group that has not. The study generates insights and analysis in the following areas: audience analysis, temporal analysis, top stores and competitive analysis.

The important KPI generated is uplift: measuring the impact of mobile ad exposure at driving store visits, determined by comparing those exposed to the ad against those who were not (control group).

Once a location-based campaign has ended, Smadex will send data securely to adsquare for processing and analysis. The study will take a number of weeks to complete.

Smadex’s powerful geo-location tools

Our geo-location option can be found in the work space area, located on the global navigation tab. Advertisers build their geo-location lists and targeting once, save it, and then they can use this list as many times as needed in multiple lines.

To create geo-location targeting, advertisers can either upload a list of latitude longitude coordinates or addresses with zip code (we can support tens of thousands of locations), or individually plot the locations on a map by dropping a pin. Advertisers can create and manage any number of geo-location lists and edit a list at any time. Advertisers can choose the radius for each location within a line.

For more information about running a location-based campaign to drive store visits contact us.

More great articles

Smadex @ Appsflyer

See Smadex ad spend in Appsflyer

Almost certainly, you spend most of the time analyzing campaigns numbers. Getting ad spend data from different traffic sources, trying…

Read Story

Smadex launches new reporting tool

We’ve updated our reporting tool to include new report formats and filters for better campaign analysis. The new reporting interface…

Read Story

Smadex partners with MOAT to guarantee brand safety and viewability

We are excited to announce our new partnership with MOAT, to drive higher viewability standards and brand safety for mobile…

Read Story