Foot Traffic Attribution
FTA can be as simple as post-purchase surveys asking, “how did you hear about us?” While surveys are an easy solution to determine which ad channels are performing best, this can be unreliable because customers may not remember the exact ad or channel they found your business through, and most customers don’t respond to surveys. Other methods for FTA include using coupon codes and campaign-specific phone numbers.
Location-based foot traffic attribution and pixel tracking can give you more accurate and measurable results. These methods follow your customers from when they see an advertisement for your business through digital channels to when they physically come to your business by tracking their visits to your website or engagements with your ads and tracking the GPS location provided by their smartphone. Since nearly everyone uses a smartphone and every smartphone has legal user tracking, setting up conversion zones around your business can be your most helpful tool for tracking online-to-offline conversions.
Conversion Zones
Conversion Zones are virtual boundaries drawn around an advertiser’s business location on a GPS map. Conversion Zones allow advertisers to track what amount of physical traffic at their location has previously seen one of their ads.
Why Use Conversion Zones?
We can use conversion zones to identify audiences responding to mobile advertising by visiting a physical location as opposed to a click or call. This helps us track online-to-offline conversions so we can enrich the mobile performance of your ads and help you to evaluate your online ad campaign effectiveness.
How Conversion Zones Work?
A virtual geo-fence is traced around a specific location where you want to target
customers visiting another physical location (e.g. a competitor’s store, a venue, or a specific part of town, geo-target radius, audience target, income, etc…).
Next, a Conversion Zone is traced around one or more of your business locations. When the customer enters the geo-fenced location (3-mile radius), they will then be targeted with the advertiser’s ads on their mobile device. When the customer enters the Conversion Zone (your business’s target location) with their mobile device and has previously been served the advertiser’s ad, the Conversion Zone recognizes the user and attributes their visit as an offline conversion for the geo-fencing campaign.
Reporting includes the following metrics: impressions, total spend, clicks, view through visits, click-through visits, total visit rate (TVR), cost per visit, daily visits (actions), and daily total conversion zone visits.
