Location Intelligence: The Universal Metric for Campaign Measurement

By Anna Livaccari / 3 minutes

← Resource Center Home

Are you wondering whether your media campaigns are generating real-world results? If not, here’s why you should be. Offline data — aka how your consumers are behaving in the real world — is one of the most effective tools you can use to prove ROI for your media dollars. What’s more, it can help you compare your advertising performance across different channels and publishers, so that you can measure your campaigns holistically.

How to Measure Your Google Campaigns With Offline Data

Location intelligence is the key to understanding how your campaigns are performing, by revealing whether they actually drive consumers to store. It’s a common misconception that you only need to use digital metrics to measure campaigns. Given that more than 90% of consumer transactions still occur in the offline world, it’s critical to connect your online campaigns with offline actions of your consumers.

When it comes to measuring your media campaigns on platforms such as Google, it’s increasingly important to gain third-party validation of your results. With walled gardens, it’s essential to use an outside measurement solution that is media-agnostic to ensure you are getting true, unbiased results.

Not only does third-party location intelligence provide this, but it also acts as a universal metric for measuring your campaigns across different platforms. A universal measurement currency is necessary because if you try to compare metrics from different platforms with disparate measurement methodologies, you are effectively comparing apples to oranges. Through location intelligence, you can see how campaigns perform in concert with one another across channels, to gain a holistic view of your campaign performance.

Google Campaign Integration

Integrating visitation data into your campaigns is the most effective way to see the impact of your  campaigns on offline consumer behaviors. At Cuebiq, we offer Google campaign integration so you can easily gain access to visit data.

How does this work? Well, it’s very simple and only takes a few steps. If you want to find out how easy it is, contact us now for one of our team members to assist you in the process.

Since we are a first-party data provider, we also offer offline audiences that you can target on all platforms. If you’re interested in targeting segments of consumers based on specific offline behaviors, these are a great option.

Benefits of Integrating Visitation Data

Both walled gardens and advertisers benefit from integrating visitation data into campaigns. Walled gardens can prove the value of their platforms in driving real-world conversions, which will increase the probability of advertisers ramping up their budgets on said platforms. In turn, advertisers can increase their cross-channel media investments to attract and retain more consumers, and ultimately maximize their ROI.

At the end of the day, consumers benefit as well — from gaining an advertising experience more streamlined to their interests.

Get started setting up your campaign integrations today!

About the Author

Anna Livaccari, Growth Marketing Manager

Anna is a Boston College grad, loves being outdoors, and is a huge foodie.