Overview

💡This guide is designed to help you understand all things StreetMetrics attribution. From the first stages of setting up a study, to the final delivery and presentation of results, we hope this guide answers all of your questions pertaining to these service offerings.

Attribution Summary

💡Understand the effectiveness of your ads by measuring the mid and post-campaign actions that an exposed audience takes on your website, app, or by visiting your store location(s).

Attribution answers the question: What actions were taken as a result of ad exposure?

To watch a video tutorial on how to submit an attribution study in the StreetMetrics platform, click here.

The Key Three

StreetMetrics offers three types of attribution studies: website, footfall and app.

Website - understand the actions your exposed audience takes on a website
App - understand if your exposed audience downloads an app
Footfall - understand how many people exposed to your ads visited a store location(s)

Lift vs. Conversion Study

StreetMetrics offers two different methodology types of attribution studies: conversion or lift.

Conversion measurement allows operators to understand media performance by tracking if an ad impression led to a website, app, or in-store conversion.
Lift measurement allows operators to understand the impact of their media by comparing conversions between exposed and non-exposed audiences. (control group -- see FAQs for more info)

Website Pixel Setup & Overview

💡Follow the steps below to set up a website pixel:

Step 1: Identify which website pages the advertiser wants to measure in the attribution study. Once you receive this information and all other campaign details (campaign dates, preferences, etc.), you will submit a form in the Attribution Manager in the platform with all study information.

**Note: you will need to create the campaign in the Platform before submitting the form, even if it is a placeholder campaign with no vehicles yet**

Step 2: Once the form is submitted in the Platform, the system will autogenerate pixels that your CSM (Client Solutions Manager) will send you via email. The email will also include pixel install instructions for the pixel to either be placed directly on the website or via Google Tag Manager. You will send the pixels, along with the instructions, to the advertiser. Once the advertiser confirms the pixels have been place, your CSM will check for pixel fires.

**Note: we recommend working with the advertiser to get their general website traffic statistics to understand if pixel fires look correct**

Step 3: Let the client place the pixels. There are two options on how to place:

Directly within the Website Code - The pixel(s) should be placed inside of the tags of the HTML (between the opening and closing <head> tags) on each page the advertiser wants to track.
Tag Manager - If an advertiser uses Google Tag Manager, here's an implementation overview.

Step 4: Once pixel fires have been confirmed, the campaign is officially set up. Your CSM will continue regularly checking pixel fires to ensure pixel stability throughout the campaign.

App Event Setup & Overview

💡Follow the steps below to set up an app event:

Step 1: The first requirement in an app event study is to identify if the advertiser has an MMP (Mobile Measurement Partner) that could pass StreetMetrics the app data during the campaign.

StreetMetrics already has integrations live with AppsFlyer and Singular and prefer to work with these MMPs or the advertiser can send all necessary app data directly to StreetMetrics via S3 bucket.

Step 2: The second requirement is understanding what app action the advertiser is trying to measure (i.e. new downloads, visits). Once the MMP integration is finalized with the agreed upon datapoints, the study is set up.

Footfall Setup & Overview

💡Below is an overview and setup summary for Footfall Studies

Footfall studies are the easiest type to set up. This is also the only study type that can be conducted with client/advertiser approval, which can be helpful if you are hoping to gain an understanding of performance before telling the client about the study.

For footfall studies, all you need to provide StreetMetrics is the location details (i.e. address, lat, long) of the individual places you would like to measure. StreetMetrics has a template with the exact information needed to conduct the analyses. Your CSM should send you the template at the start of the study.

**As a note, footfall is also the only study type that can be performed retroactively. Ex: If you had a campaign that ran six months ago that you want to understand if it drove store foot traffic, it can be easily measured.

Tips for Selling

💡Find a few quick tips below to enhance your sales strategy with clients:

Understand the clients’ vertical and which type of study would best suit them
Use case studies to visualize the impact attribution could have on their own campaigns
Be transparent about the capabilities and limitations of OOH attribution - setting realistic expectations
will help build trust with your clients.
Offer a proof-of-concept pilot program to alleviate any commitment concerns - some clients may be hesitant to commit to a full-scale attribution OOH advertising campaign.
Include your CSM in the meeting if needed

Is attribution right for a client?

💡Use the questions below to determine if attribution is right for your client:

Does the client’s campaign KPI align with what’s measurable using attribution?
Has the client expressed interest in post-exposure conversions or lift in the past?
Is the client running attribution with other channels?
Is this a new initiative that may peak a client’s interest for deeper insights?
Will the client use the reporting to influence their media buying decisions?
Does the client have the internal resources to devote to setting up the attribution study? (i.e. placing website pixels or compiling store locations)

FAQs

💡Common questions and things to know when it comes to attribution

How much lead up time is needed to set up an attribution study?

Ideally, StreetMetrics is notified 4-weeks before a campaign start date to properly set up campaign details (pixels, MMP, etc.) We also understand that things can be last minute, and will work with you to get the campaign set up as quickly as possible. It should be noted that footfall doesn't require any lead up time at all.

What is the difference between a lift and conversion study?

They are analyzing the same action (conversion/action of exposed audiences), but how they measure differs.

Conversion study is simply looking at how many people from the exposed audiences converted throughout the time of the campaign and post-campaign window.
The lift study is not only analyzing the exposed group's action, but also analyzing a control group of unexposed devices to see how much more likely (incremental lift) the exposed audiences were to convert.

How do you create the control group for the lift studies?

We use a mechanism called a "control car" that follows the exact route of the media-placed vehicle, but we delay the timeframe, so the audiences captured were not exposed to the media. This provides opportunity to examine a similar demographic group (in the same area at similar timeframe).

What is a post-campaign window?

The post-campaign window refers to a specific period of time after the campaign has ended, but the conversions/actions of exposed audience's are still being measured. The PCW answers "how much time do conversions take?" and this depends on the consideration of the purchase. (ex: fast food, low consideration, quicker PCW vs. plane ticket, higher consideration, longer PCW). Two-week PCW is standard.

What is a pixel?

A pixel is a snippet of code that can be placed on a client's website to help StreetMetrics understand visitations and actions that individuals took on the client's site. Using information provided by the pixel ('pings'), StreetMetrics matches the exposed MAIDs (Mobile Advertising IDs) from the out-of-home campaign to the MAIDs that visited the website.

(i.e. webpage visit, purchase, etc.)

Is there a max number of locations you can measure in a Footfall study?

The study includes the measurement of 25 locations. Every additional location is $5/location.

What is the cost of a study?

The cost of the study depends on a few components. Reach out to your Client Solutions Manager to get the pricing information for your business.

What if the campaign is running in multiple markets, can you still do the study?

We can definitely run a study in two markets. If you want to look at performance by market, you will want to set up the campaign with an ad group for each market. This will be an additional data cut to look at the performance by market.

What insights are included in the final report?

The standard data cuts included in the report are:

Overall Lift by Campaign
Lift by Month
Visitation Rate by Week
Visitation Rate Day of Week
Visitation Rate by Hour of Day

If you would like information or "data cut" outside of that (performance by market, performance by media product, etc.) that would be considered a custom cut, which would be an additional $750 per cut.

Are there insights available to check in on the performance of the campaign while running, or do I have to wait until the study is complete?

We launched a feature in the platform that allows operators to track real-time website conversion data throughout the campaign. Meaning that users are able to see the total visits and visitation rate of individuals exposed from the ads during the campaign, and don't have to wait until the end of the campaign. This allows operators to send progress reports throughout campaigns.

Attribution Overview & FAQs