Foot Traffic Attribution is a type of Conversion reporting powered by Onspot, that allows advertisers to track how many users were served an ad unit through Pontiac and then visited a commercial location. Utilizing Mobile Advertising IDs and the GPS systems of Mobile Devices, Onspot registers the users who were served your ad and their mobile device subsequently come within a 165 meter radius of the commercial location that you are tracking. Foot Traffic Attribution is only available for mobile in-app campaigns in the United States at this time. This cannot be used for CTV, web or mobile-web campaigns. The cost for Foot Traffic Attribution is $1.50 CPM. For campaigns receiving Foot Traffic reports, add the $1.50 CPM to the bid recommendations for the media type of the campaign.
Setting up Foot Traffic Attribution
In the Pontiac platform you can opt to receive Foot Traffic Attribution reporting when setting up a Line Item. After selecting ‘In-app’ as the ‘Inventory Type’, check the ‘Enable Foot Traffic’ box and enter the addresses that you would like to monitor for Foot Traffic Conversions. The ‘Enable Foot Traffic’ field will only be visible once ‘In-app’ is selected as the inventory type as this feature can only be utilized for in-app campaigns. These addresses must be commercial addresses and will be validated by Google Maps. If the validation status appears as ‘Invalid’, you will not be able to receive reporting for this location.
Foot Traffic Attribution is only available for mobile in-app campaigns in the United States at this time. This cannot be used for CTV, web or mobile-web campaigns. The cost for Foot Traffic Attribution is $1.50 CPM. For campaigns receiving Foot Traffic reports, add the $1.50 CPM to the bid recommendations for the media type of the campaign.
If you get an error when entering an address, you see that the address is appearing on the map in a different location, or the address details change when you save the location, the address that you entered may be invalid in Google Maps. Addresses for Foot Traffic Attribution are validated by Google Maps and occasionally Google will edit an invalid address to an address that it recognizes.
Addresses should not include apartment numbers, suite numbers or other numbers or letters after the street name. None of the fields should include symbols or extra commas within the cell.
For example, the following address formats would be invalid:
- 123 Broad St #D, New York, NY 10001
- 123-D Center Road, New York, NY 10001
- 123 Main St #100, New York, NY 10001
The valid format would be:
- 123 Broad St, New York, NY 10001
- 123 Center Road, New York, NY 10001
- 123 Main St, New York, NY 10001
Bulk Address Upload
To Bulk upload addresses you will need to create a CSV file. The addresses must be entered in the following format with no column headers:
Location Name, Street Address, City, State, Postal Code, Active Status
If you would like the location to be Active the ‘Active Status’ column should have a 1. If you would like the location to be Inactive the ‘Active Status’ should have a 0.
In this example shown below, all of the addresses will be active except ‘The Shops NYC’.
Save the file as a CSV with no column headers and upload it by clicking the ‘Bulk Upload’ button under ‘Foot Traffic Reporting’. Double check before submitting the Line Item that all of the addresses look correct.
Editing & De-activating Locations
Foot Traffic Addresses cannot be edited once the Line Item has been submitted. If you need to change the details of the address you will need to deactivate the address and enter the new address as a separate entry.
To deactivate a location previously entered for Foot Traffic Reporting, open the Line Item and expand the ‘Foot Traffic Reporting’ section to view the entered addresses. The ‘Location Name’ should appear as a hyperlink. Click on the Location Name to open the Location Settings window and un-check the ‘Active’ box, then click ‘Save’ and ‘Submit Changes’ to the Line Item.
Foot Traffic Attribution Reports can be found in the Reporting Suite, below the Custom Reports. The first Foot Traffic Report will generate when the first Foot Traffic Conversion has been registered. Reports will generate daily if there are new visitors to the location. If there are no new visitors on a given date, no report will appear for that day. The Foot Traffic Attribution window is from the start date of the campaign to one month after the end date of the Line Item. The visitor count displayed in these reports is ‘unique’ visitors. Multiple visits by the same Device ID will only be registered once.
A ‘visitor’ is counted as any mobile device that was served the ad and then the device was subsequently seen within a 165 meter radius of the commercial address you are tracking. This ‘visitor’ count relies on Mobile GPS tracking and is limited to the accuracy and precision of the device’s location services. It is possible that a visitor could be counted by walking by or driving by the location.
Reports will contain the following information:
- Line ID
- Line Name
- Location ID
- Location Name
- Visitors Count