Footfall is how successfully a brand brings people into its physical stores, and the crucial link is what that traffic converts to in store. Three things normally get in the way: online to offline performance cannot be measured, geofencing radiuses get no tighter than 1km, and campaigns cannot be adjusted until they finish. Footfall attribution answers all three.
Measurement works in three steps. People are targeted across a wider area and their advertising IDs captured. They are targeted again in a smaller area covering the point of interest, and those IDs captured too. Matching the two sets measures the footfall the first step generated.
Locations are targeted by point of interest and ping pong fence, with third party audience data and the option to collect or retarget by mobile advertising ID or cookie ID. Dynamic banner elements show the nearest store and the real time distance to it, then give directions once the user clicks. Reporting breaks down by date, banner, location and operating system, with visual heat maps for impressions, clicks and footfall.