Footfall attribution (also known as foot traffic attribution) is the method used to relate campaign impressions or conversions to actual store visits.
Through footfall attribution, we are able to understand how the campaigns perform towards the target audience we have set.
Footfall technology is based on various data segments.
From which the primary is device IDs which is analyzed and compared from the users who have seen the ad and appeared in your physical store/location.
Also, the solution takes into consideration real-time GPS location data. Meaning, that users are captured and analyzed in real-time.
Limitations – the majority of users will be reached on apps.
Start with data collection.
Footfall attribution starts with data collection.
A consumer is exposed to a campaign online.
Later, when they enter a store, their visit is tracked by a system, like a trusted app partner.
The Benefits of Footfall Attribution
Shopping behaviors and habits are always evolving.
The main benefit of footfall attribution is that it will help us to keep a pulse on those current shopping trends, and provide us meaningful insights to inform optimizations to clients’ retail marketing strategy for offline results.
Footfall Attribution Parameters
To really succeed with footfall attribution, we’ll need to measure it against benchmarks (what was the situation before implementing footfall campaigns into the digital advertising plan)
Doing so, we will be able to identify how well the campaigns perform against the previous status, and to assess if there is room for improvement.
The must-have information is the below:
Visit Rate – Identifies the average daily visits at POIs/stores by category.
Footfall Trends – Broken up into two categories: Dwell Time (amount of time spent at a specific location) and most popular time of day for in-store visits.
Brand Affinity – Highlights specific brands that appeal to consumers the most.