Offline Attribution

GUIDE

Overview

Choozle’s offline attribution solution, powered by Foursquare, allows advertisers to tie their advertising efforts to real-world foot traffic directly. By leveraging extensive, highly-accurate mobile location data from billions of devices across the globe, you can now measure the impact of your Choozle campaigns on in-store visits. 

Offline Attribution is a part of Choozle's Supported Solutions and can be implemented with our team's help.

Benefits of Offline Attribution

Bridge the gap between digital and physical: Not all final conversions take place online. Form fills, and website visits can provide great top of funnel lead generation, but if your goal is to increase customer visits to your location, offline attribution provides a clear picture of which channels and tactics are truly driving incremental in-store visits.

Measure in real-time with the highest quality data: Foursquare’s first-party, always-on panel of devices is the largest in the industry. They consistently follow your customer’s journey with millions of updates from trusted app SDK partners and user communities. 

Stretch your investment: With real-time reporting, you’ll be able to reallocate your spending based on what’s driving visit lift most efficiently for your campaign. With a better understanding of which tactics are most effective in driving foot traffic, you can further optimize your current campaign and inform future media plans to provide higher returns on your ad spend.

Requirements and Limitations: Offline attribution measurement is only available for campaigns with a minimum duration of 2 months and 3 million or more impressions. Offline attribution is available globally except for EMEA (due to GDPR) and China, North Korea, and South Korea within APAC. Foursquare does not measure hospitals or doctors’ offices. 

 

How To Get Started

Foursquare’s offline attribution measurement is available for any campaign type in Choozle for an additional $1 CPM.

  1. To get started, reach out to the support center or your account manager with campaign details (advertiser name, flight dates, campaign budget/impression goal) and a list of the locations you would like to measure.
  2. Once we have this information, it can take up to 1-week to turn around with a Foursquare pixel to apply to your campaign.

NOTE: As offline attribution is a supported solution, Foursquare pixels will be added manually to your campaign as a conversion event on the backend by a Choozle representative. The conversion event will not show in your campaign settings in Choozle, and any changes made to the campaign settings in the Choozle platform will cause the pixel to fall off mid-flight. All conversion data will be available in all standard reports. 

 

About Foursquares Visit Methodology

  • First-party Data Advantage: Rather than an arbitrary geo-fence, we use our Place Shapes (130M venues) unique to each venue in our database based and formed using confirmed visits (human verification) from our first-party users. The shape is formed based on each user's location when the visit to that location is confirmed (i.e., check-in, survey response from panel apps, confirmed SDK visit from apps that leverage our SDK, etc.). That shape is a unique per venue and is constantly updated as more visits occur. Once formed, in addition to confirmed visits within our apps, we include API calls from apps leveraging our API for location services to keep the venue shapes refreshed multiple times a day. 
  • Defining a Visit: 
    • Signals we use: GPS is used in combination with wifi and accelerometer (as well as Bluetooth and beacons), with WiFi being a strong signal for reliability, especially for dense areas like urban centers, malls, airports, etc. The accelerometer is key to confirm dwell time in the location, as a visit is only counted if a person stays for at least 3 minutes within the place shape. 
    •   It starts with understanding what the venue looks like to the mobile phone: Each POI on Foursquare's map is a unique thumbprint of a venue based on the signals mapped there by a mobile device, including over 14B consumer check-ins.  When a user enters a place shape and dwells for at least 3 minutes, Foursquare's Pilgrim background technology records all of the 7+ signals available on the phone, match them to confirmed signals from check-ins overtime for that Place Shape, and passively registers a visit.
    • Stop Detection & Dwell Time: Foursquare defines a visit as a smartphone stopping for at least 3 minutes within a Place Shape (our map of the world). Foursquare will snap them passively to a venue when all the phone signals match with Foursquare's verified signals with a 90% degree of confidence.  We use Stop Detection to understand when the user stops moving, as defined by the exponential moving average of their velocity going below a threshold value of 0.2 meters/second. The visit ends when the user has moved more than 100m from the location of the arrival. All visits are mapped to our proprietary location map.
  • Trusted by premium tech companies: Our API venue map is leveraged by over 150,000 apps, including Apple (places of interest in Apple Maps globally), Uber (venue lookup/pick up), Samsung (Points of interest added to photos), Snapchat (geo-filters), Twitter (geotagging of tweets) and more. 
  • MRC Accredited: We are the ONLY location company to have our visit methodology accredited by the MRC. This took years of auditing and investment.