Book A Conversion Zone Tracking Demo With Our Team
In the marketing discovery calls, we discuss how foot traffic attribution actually works, what geo conversion lift reporting looks like, which locations we can measure, and how we partner with agencies as well as direct brands.
Walk-Ins We Have Actually Measured
A conversion zone is a second geofence drawn around your own location. When someone who was served your ad later walks into that zone, the visit is attributed back to the campaign. That turns display advertising into something you can count rather than something you hope worked. Every figure below is a tracked visit from a live client campaign.
You’d Be In Great Hands. These Clients Are
How Conversion Zones Work
(Online Advertising To Offline Foot Traffic)
Conversion zones are a powerful means to track your online advertising to offline storefront traffic and conversions (meaning those people who physically went to a particular location as a result of seeing your Ads).
- A virtual geo-fence is traced around an area where the advertiser wants to target customers visiting another location (i.e a competitor’s store, a venue, or a specific part of town, etc.)
- Next, a virtual Conversion Zone is traced around one or more of the the advertiser’s locations.
- When the customer enters the geo-fenced location, they will then be targeted with the advertiser’s ads on their mobile device.
- When the customer enters the Conversion Zone with their mobile device and has previously been served the advertiser’s ad, the Conversion Zone recognizes the user and attributes their visit as an offline conversion for the geo-fencing campaign.
Now you can truly determine the impact your advertising is having on people who have seen your ads and walk to your designated conversion zone. And our team is tracking it all in our reporting dashboard.
Natural Store Visitors Versus Advertised Store Visitors
Now that we know we can track people who saw or clicked on your ads and then visited your storefront, you know you can tie real offline traffic back to your online return on investment. But a reasonable question we get a lot from advertisers is “how do you know if that traffic was still going to visit my store regardless of seeing our Ads?”
We have an answer for that.
Geo Conversion Lift Tracking
Our team can track the number of people who would have naturally visited your store front versus the number of people who visited your store front as a result of seeing your Ads. It’s what we call geo lift. We calculate it by looking at the percent increase in natural store front visitors versus advertising percent increase in store front visitors. Now you really know how effective your advertising is going.
Two examples from live campaigns. A luxury car dealership measured 0.5% natural foot traffic against 1.20% among people served their ads, a 140% geo conversion lift. A personal injury law firm measured 0.78% natural against 1.45% ad-exposed. In both cases the natural rate is the number that makes the campaign rate mean something.
Real offline to online tracking such as store visitors who saw your ads were not possible, until now.
Geo Conversion Lift & Conversion Zone Use Cases
- Steak & Shake is geo fencing an interstate section close to where they also have a billboard. They want to see how many people who travel through that intersection that see his Ads actually visit his restaurant and also under their true geo lift impact of their campaign.
- Furniture store is geo fencing competitor locations and they want to determine how many people who saw their Ads also came to their store.
- Real estate brokerage firm wants to increase exposure of 2 condo developments. So after picking 10 locations to geo fence that the firm knows are likely real estate buyers, we build conversion zones around their condos to determine who in fact toured the condos.
- Local retailer is advertising to walker-by’s and people who walk past their store. They can not only track those who came in after seeing their ads, but also determine how many of them are coming in because of the Ads in addition to those who would have naturally come to their store front.
Conversion Zone Reporting
We report on a host of conversion zone metrics including:
- Impressions/Clicks
- View Through Visits – Those who saw your ad and then visited your location
- Click Through Visits – Those who clicked your ad and then visited your location
- Cost Per Visit
- Average Days To Convert
- Natural Conversion Rate
- Campaign Conversion Rate
- Geo Conversion Lift
How Geo Conversion Lift Works
Programmatic Display Campaign Development
1
Digital Analysis
Here we perform a deep digital dive into your company to see how we can leverage programmatic for your business and your business objectives.
2
Creative Development
It’s time we deep dive into the various keyword opportunities that will translate into targeted increased traffic and above industry norm click-through-rates.
3
Programmatic Development
It’s time to begin developing your programmatic campaign from campaign tactic to targeting and even geographic targeting.
4
Analytics
We pull all our programmatic display data into a dashboard and review to begin our process of proactive optimizations.
5
Optimizations
Whether it’s changing targeting, removing domains not performing, or developing better creative assets, we take this part seriously.
Frequently Asked Questions About Conversion Zone Tracking
What is a conversion zone?
A second geofence, drawn around your own location rather than around the place you are targeting. The first fence serves ads to people at a competitor, venue or neighbourhood. The conversion zone then counts how many of those same people later walked into your store, showroom or office.
How does it know the person saw my ad?
The device that entered the conversion zone is matched against the pool of devices that were served an ad during the campaign. If there is no match, the visit is not counted. That is why the numbers are usually smaller than total foot traffic, and why they are meaningful.
What is geo conversion lift?
The comparison between people who would have visited anyway and people who visited after seeing your ads. We report a natural conversion rate alongside the campaign conversion rate, and the gap between them is the lift. One luxury dealership measured 0.5% natural against 1.20% ad-exposed, a 140% lift.
Why does the natural conversion rate matter?
Because without it, a store visit number proves nothing. Some of those people were coming regardless. Reporting the natural rate is what separates attribution from taking credit, and it is the first question a sceptical CFO will ask.
What is the difference between view through and click through visits?
Click through visits came from someone who clicked your ad first. View through visits came from someone who simply saw it and never clicked. On display and OTT campaigns the view through group is usually much larger, which is why judging these campaigns on clicks alone understates them badly.
Do I need an app, beacons or hardware in my store?
No. There is nothing to install at your location and no physical beacons involved. The measurement works from mobile location data, so the only requirement is that the consumer has location services enabled on their device.
What can a conversion zone be drawn around?
Any location you want to measure arrivals at: a retail store, a car showroom, a restaurant, a law office, a hotel, a hospital, a condo development, or a trade show booth. Multiple locations can be measured in the same campaign, which matters for multi-site businesses.
What does the reporting actually show me?
Impressions and clicks, view through visits, click through visits, cost per visit, average days to convert, natural conversion rate, campaign conversion rate and geo conversion lift. Average days to convert is the one clients find most surprising, since the walk-in often happens well after the impression.
“47% of consumers surveyed stated that they would be likely to shop from a retailer that offered promotions when they are nearby. “
“Studies suggest that when a user isn’t surfing the web on his or her phone, he or she is likely to spend 86% of smartphone time using apps.”
Conversion zone tracking is what turns a display campaign into a number you can put in front of your CFO.
Why would you not want to know how many people actually walked in? We can get you there at the ROI that makes sense for your business.
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