Programmatic Reporting
      Back to home
      1. Help Center
      2. Results
      3. Programmatic Reporting

      Device ID (DID) Foot Traffic Attribution Report FAQs

      Below are some of the most frequently asked questions around Foot Traffic Attribution (FTA) Reports

      Attribution Report Definitions:

      • Unique Responders: this represents the total number of unique MAIDs from the target audience that visited any of the geoframe destinations (POIs). This value is the total number of unique visits across the target and destination locations. Note, if a unique device is seen at multiple target locations or destination locations, this device will only be counted once here.

      • Total Visits: This represents the combined total number of visits from the target audience to any of the geoframe destinations (POIs), including repeat visits, during the reporting period.

      • Visits by Weekday: this is a visual chart showing First Visits and Repeat Visits. This shows respondent foot traffic by day of week and if you hover over each bar in the graph, you can see the details to compare First Visit vs Repeat Visit.

      • Responses by Target Audience: this interactive chart shows the total number of responses to the campaign broken out by the individual locations within the target audience during the campaign monitoring period. The number of responses may include duplicate devices as a device can be seen at multiple target locations.

      • Audience Response by City: this is a table showing the number of responses by city name, based on the matched physical address of the device. This table shows how far a person traveled to visit the Destination/Point of Interest.

      • Audience Response by Zip Code: this is a table view showing the number of respondents by zip code, based on the matched physical address of the device. This table shows how far a person traveled to visit the Destination/Point of Interest.

      • Responses by Destination Location: the Destination Location is OnSpot’s term for what we call the Point of Interest (POI). This interactive chart shows the total number of responses to the campaign broken out by the individual locations within the destination audience during the campaign monitoring period. The number of responses may include duplicate devices as a device can be seen at multiple destination locations.

      • Visits by Household Map: OnSpot’s map that contains an accurate cluster view of the HH location of responders. Previously, the points on this map were occasionally ending up in erroneous locations (such as a body of water), so OnSpot cleaned this up to provide greater accuracy, while still keeping with privacy compliance (so a person cannot zoom in onto an individual's home rooftop).

      Frequently Asked Questions : 

      • Q: The original campaign did not include a city in my “Top Five Cities” graph.
        • A: When you see a city listed not in the original geo-fenced locations, these are attributed to the households where those devices “live.” That means those customers were most likely at your location from out of state. 
      • Q: Can we receive a lifetime foot traffic report?
        • A: We are able to provide a lifetime report, however, we would suggest not relying on the lifetime foot traffic attribution report. This is because there is a certain amount of device data that is lost as time goes by due to outdated data being routinely scrubbed by the platform. Our platform gets bogged down if too much data is stored within it, which is why older device data gets removed after a certain amount of time. In light of this, the monthly FTA reports will be a much more accurate picture of data than the lifetime reporting would be after a campaign has fully ended.
      • Q: How far back can we pull foot traffic attribution reporting metrics?
        • A: We can pull reporting up to 1 year.
      • Q: My results seem too good to be true!
        • A: This is a very common response to our attribution reports, and it is one we like to have. If you feel the number of results is too high, we can send you a screenshot of the geo-fence we built around the point of interest location to ensure we have it drawn correctly. Also, if your location is part of a bigger, multi-level building, we cannot break out the store specifically. Please take a look at the answer to the next question below. We are happy to pull any other reports we have to help ensure these are valid results.
        • A: Unfortunately, if your customer’s location is in a mall or multi-level building, we cannot geo-fence that actual store and/or office suite on that specific level. When we draw the geo-frames around the POI location, we only receive an aerial view (the same as Google Maps’ Satellite View). We cannot go in at street or floor level to draw a geo-fence that way. When we pull these reports for these types of locations, we will get either the whole building or multiple floors of a building. This skews your attribution rate (usually higher) to include people in other stores or offices. Q: The customer’s POI is in a mall/strip mall/multi-level building. Can we pull an accurate Attribution report?
        • If it is a strip mall, we have a better chance of getting accurate attributions since we can usually see where the store divisions are. 
      • Q: What are industry standards for attribution reporting?
        • A: Since every campaign and every target is different, we do not have a standard attribution rate. We can try out best to give you a baseline based off of your specific campaign. 
      • Q: If a user is seen entering the client's location but then turns off their device location services and enters again, will they be counted twice?
        • A: In the Foot Traffic Attribution report, this would count as 1 unique device. Foot traffic reports can only observe a device at the location if they have location services on or are actively using their device (either via an app or web browsing with advertising on). 
      • Q: Why do you not recommend pulling a foot traffic attribution report with the same target address(es) as the POI address(es)?

        • A: Foot Traffic Attribution reports compare devices identified in the DID target audience (during the requested lookback timeframe we are targeting) with the devices identified in the Point of Interest (POI) audience (within the last month). The FTA report then shows devices that have been identified in both the DID target audience and in the POI audience within a given timeframe (typically one month).

          In most cases, the DID target audience is a list of competitor locations (physical addresses). These are competitors to the actual advertiser we are running the DID campaign for and the POI is the advertiser’s location itself (physical address).

          Foot Traffic Attribution Reports are meant to show the partner’s advertiser that targeting the devices found in the advertiser’s competitor locations actually then brought a portion of these devices into the advertiser’s location instead. Our partner is then able to show their advertiser, that our DID campaign drove actual foot traffic from the advertiser’s competitor locations into the advertiser’s actual location within the last month.

          If the target audience and the POI audience include the same location addresses, then the true value of the FTA report and the effectiveness of the DID or DID Address Match campaign will not be shown in the report. If the target locations and POI locations are the same, then we would be comparing the same devices identified in the target audience with the same devices that are identified in the POI. We would be comparing the same set of data against each other in this case. The results of the FTA report would then be inaccurate because all we would be showing are the same devices seen in the target audience and again in the POI - because the actual location addresses themselves in both audiences are the same.

          It is always recommended to target an advertiser’s competitor locations as the target audience and to create the POI using the advertiser’s location itself to show true foot traffic and value coming from the client’s competitor locations into the client’s location itself in the FTA report. 

      • Q: What is the timeframe in which a person can be counted for one visit within a POI in a POI/Foot Traffic Attribution Report?
        • A: Regarding Geoframes: If someone has their location services enabled and is actively using an app or browsing the web with advertising enabled, they can be observed multiple times during their stay within the Geoframe. Depending on the device's behavior, this could be multiple times per day or even multiple times per hour. You can get a sense of this by downloading the "Device Observations" .csv for your casino location and taking a look at the date and time stamps for each device. Every app/website handles location services differently, so unfortunately, we do not have a standard timeframe to go off of (ex. if the device is there for 5 min or more, we for sure capture them). Again, you are likely to get more than one observation per unique device within a 24-hour timeframe at a location like a casino where people are probably spending several hours there, as a result, pulling out their phone a handful of times for various tasks (checking the weather, browsing the web, looking at social media, checking sports scores, etc.)
        • However, one thing to keep in mind is that many mobile apps are no longer sending location signals in the background (when not actively open and in use) by the user. This is driven by a couple of things - IOS (Apple) and Android (Google) no longer allow location services to be running 100% of the time for certain apps running in the background, and second, users individually opting in or out of location services. For IOS, I know there are the following options, and I'm sure Android devices are similar:
          • Never
          • Ask Next Time or When I Share
          • While Using the App or Widgets
          • Always
          • Finally, there is a "precise location" option that can be toggled on or off
      • Q: Why am I seeing responses in my foot traffic attribution (FTA) report on days when my POI location is closed?
        • A: We do sometimes see responses on days that the POI location might be closed. These responses can come from possible crew members, cleaning services, etc that come in and out of the location outside of normal business hours. These devices can still be captured and also show up in the FTA reports, if they are in our target or POI audience.