How to Use Footfall Attribution

By Rus Ackner / 5 minutes

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If you work in marketing and hear the word “attribution,” you may immediately think about more traditional types of measurement – like digital or sales attribution. However, there are other types of attribution that allow you to see the impact of your advertising beyond just the digital world. Through footfall attribution, for example, you can see the impact that your advertising has on real-world actions such as store visits — more simply, where conversions = in-store visits, rather than just clicks on an ad.

Footfall attribution goes hand-in-hand with offline analytics, which you can read about in our recent blog. To refresh, offline analytics allows you to gain actionable insights about your consumers. Now, we’re going to dive into how attribution plays an essential role in measuring the success of advertising in driving offline actions of those consumers. With footfall attribution, marketers can truly see the impact of their campaigns and gain new visibility into the offline world.

What Is Attribution?

Let’s back up — for those who aren’t familiar, attribution is the identification of a set of user actions that contribute in some manner to a desired outcome. Through attribution, you can not only measure the effectiveness of marketing campaigns, but you can also optimize cross-channels campaigns. With footfall attribution specifically, you can see post-campaign intelligence including store visit lift, dwell time, brand affinities, and more.

Footfall attribution enables marketers to determine the impact that their campaign had on in-store visits. Post-campaign attribution reports are crucial in understanding the true impact of a campaign, as well as revealing user traffic patterns and valuable consumer insights that you can use to refine your current marketing strategy. By measuring the impact of your campaigns, you can prove offline ROI and gain meaningful insights for future strategic planning.

Key Insights You Can Gain From Footfall Attribution

1. Visit Lift

One main component of footfall attribution is visit lift. Through visit lift, you can gain post-campaign intelligence including store visit lift, dwell time, brand affinities and more. In addition, visit lift provides a thorough analysis of your campaign, enabling you to do the following:

Validate Campaign Performance

By understanding if, how, and when your campaign drove consumers to store, you can validate campaign performance.

Benchmark Results

At Cuebiq we provide industry benchmarks for footfall attribution every year, so that you can compare your campaign uplift to the industry standard.

Measure Partner Effectiveness

By identifying which impressions delivered the most conversions, you can measure the effectiveness of your partners and determine whether you would like to reevaluate those partnerships.

Optimize Your Cross-Channel Spend

You can measure and compare the effectiveness of your campaign across digital, mobile, OOH, and TV in order to optimize your cross-channel spend and enrich your media mix as a whole.

Unlock Customer Insights

Visit lift yields many insights about how your customers behave in the offline world, such as how long they spend in store, when and how often they visited, and which stores were the most visited.

Turn Insights into Action

Finally, you can turn those offline customer insights into action by identifying key customer segments available for targeting for your next activation.

2. Visit Optimization

In addition to helping you understand how your campaigns performed after the fact, footfall attribution enables you to optimize those campaigns in real time. Through visit optimization, you can quantify in real-time how frequently ad impressions lead to in-store visits, thus removing any guesswork about an ad’s effectiveness. With these insights, you can then adjust your campaigns in-flight to reflect how your consumers are responding to your ads. With visit optimization, you can do the following:

Understand Performance in Real Time

Instead of waiting until the end of a campaign for results, you can use footfall attribution to understand how your campaign is performing in real time by measuring the daily walk-to-rate at POIs as a result of your campaign.

Tally Daily Visits

You can get granular in your reporting by tallying the daily store visits driven by your campaign.

Measure Platform and Partner Effectiveness

Since footfall attribution provides a universal metric for measuring campaign success, you can use it to break down and compare advertising performance by platform and partner.

A/B Test Your Creative

As a marketer, we don’t need to tell you the importance of A/B testing. You can use visit optimization to A/B test your creative by breaking down and comparing performance by creative type.

Identify Cost Per Visit

With visit optimization, you can identify your cost per visit, which in turn can validate your spend and identify areas where efficiencies can be created.

Turn Insights into Action

As with visit lift, visit optimization yields insights that can be turned into action, so you can optimize your campaign in real time and increase performance.

Learn more about how using attribution can optimize your marketing strategy and drive more consumers than ever to your store.

About the Author

Rus Ackner