In a previous article, I walked you through setting up illumin’s Adsquare footfall integration, a powerful tool that helps campaign managers connect digital interactions with real-world foot traffic around a physical location.
This article takes a deeper dive, answering common questions to help you better understand how footfall measurement and attribution work.
Adsquare related
What is Adsquare’s footfall measurement process?
Adsquare provides a seamless way to track and optimize campaign performance using advanced location intelligence. Its engine defines virtual boundaries around specific locations and monitors mobile devices that linger within them. Each day, illumin pulls this data and matches it to journey exposures. The result is more precise campaign insights.
Does Adsquare measure everyone who enters a store?
No, Adsquare only tracks users who are part of its panel and have location tracking enabled on their devices. Adsquare does not capture everyone who enters the location, like a traditional people counter would.
Does Adsquare work with iOS?
Yes, Adsquare works with iOS devices, which sets it apart from other providers that do not.
How long does this tool need to run in order to collect data? Is there a minimum time frame?
Yes, after activation, Adsquare takes about two weeks to start measuring.
What is the refresh rate for the data on Adsquare?
All data on illumin is day -1.
illumin related
Is it possible to measure footfall for in-app campaigns?
Yes, in-app ads are treated the same as any programmatic display, video, or audio ad.
In which regions is Adsquare footfall attribution available?
Adsquare is available in all regions (CA, US, LATAM, and EU). However, availability may vary based on specific campaign needs and geolocation restrictions.
Is cross-device enablement required?
Cross-device enablement isn’t mandatory, but it’s highly recommended for a more complete measurement. It allows you to track users across multiple touchpoints, like mobile, desktop, and more. That improves the accuracy of your attribution metrics and footfall analysis.
Is the location stored at the advertiser or licensee level?
At the advertiser level.
What is the default radius for targeting on illumin?
The default radius is 50 meters. The maximum radius is 1 kilometer.
Is attribution tied to campaign, journey, or creative?
Attribution on illumin is tied to the journey.
Reporting related
What reports does this solution generate?
Store Visit Measurement Report
This report shows visits and visitors for each store, as tracked by Adsquare. It highlights foot traffic attributed throughout the customer journey and can link visits across devices, even without cross-device tracking. It also provides a quick snapshot of which stores attract the most visitors.
Footfall Attribution Report
This report analyzes performance at both the step/tactic and creative levels. It provides key metrics across all stores, including impressions, clicks, cost, average cost per visit, and impressions per visit. At the store level, it shows which locations customers visited based on ad exposure. This helps determine if specific steps, tactics, campaigns, or creatives are driving store visits and which stores are most affected. It also helps assess whether targeting, messaging, or other strategies need adjustment.
Best practices
What are Adsquare’s recommendations for best results?
For best results, choose points of interest (POIs) that represent stores or are in pedestrian or residential areas. Visits near highways may be less accurate, as fast-moving vehicles can cause signals to misalign with the data capture.
Are there any restrictions on the types of stores that can be measured?
Yes, stores related to race, religion, sexual orientation, severe health issues (e.g. oncology centers), political parties, and possibly cannabis shops are not measured.
Can I change the location of a pin on a map?
Yes, you can review the pin location and move it when the address is in Edit mode. Here's how.
- Open the General Settings & billing page.
- Click the Measurement link.
- Go to the Footfall Measurement tile and click Settings.
- On the next page, hover a street address.
- Click the pencil icon.
Go to the map in the pop-up and confirm the pin location. If the location is not correct, drag the pin to a new point on the map. Optionally, enter a different address or lat-long coordinates. Click Save to keep the changes.