This page describes all modules on the Campaign Feasibility Calculator. The calculator can return a minimum number of impressions needed to continue with an Attribution Campaign, or, if you have an estimated number of impressions, a Feasibility Score rating your campaign's feasibility.

Conversion Type

Select the type of conversion you are measuring. Your selected conversion type will impact other fields in the Feasibility Calculator, so please select the appropriate conversion type as your first action.

The three conversion types are described in the following table:

Type	Description
Store Visits	Users visiting a physical business location after ad exposure
Online Conversions	Users performing an online action, such as placing an order or making an online appointment after ad exposure.
Hybrid Conversions	Users performing some sequence of online conversion and store visit, such as buying online then picking up in-store after ad exposure.

Calculation Type

This section is where you determine the type of Attribution reporting you want.

As mentioned above, the fields in the Calculation Type section depend on which conversion type you selected. The options selected here will also impact the fields available in the Campaign Information.

Field	Description
Country	Select the country where your campaign is running. Note that only one country can be selected for any campaign.
Are you interested in calculating store level feasibility?	Whether you want to assess the viability or practicality of the advertising campaign at the individual store level. This option only appears when you have "Store Visits" selected.
Which panel are you using?	Select either 1st Party + 3rd Party or 1st Party data. 3rd party data is only available for store visits.
What is the calculation type?	Whether to use Standard calculation or Custom calculation. Most users should select standard calculation. For anything related to custom calculation, please reach out to your Foursquare CS contact.

Campaign Information

In this section, we request campaign information such as the business or category, as well as the geography where you are measuring visits.

More details about the fields required in the campaign information section:

Field	Description
Are you measuring visits to a business or category?	Whether you are measuring visits to specific business or category. Categories are only available when measuring store visits.
Business Name/Category Name	The name of the business or category to measure. You can add several businesses in this section.
Flight Start/End Date	The start/end date for the marketing campaign.
Where are you measuring visits to?	Select where you wish to measure visits. Either National, Regions, States, or DMAs. National: Select this if your campaign will be serving impressions across the entire country DMAs: Select this if your campaign will only be serving impressions to select DMAs (Designated Market Areas) States: Select this if your campaign will only be serving impressions to select states Regions: Select this if your campaign will only be serving impressions to select regions (Midwest, Northeast, South, West) When online/hybrid conversion type is selected, only National is available.
Business/Category Visitor Share	Percentage of overall visitors to a particular location/category. This is calculated based on the above input.
Monthly Pixel Count	The estimated monthly pixel count for the campaign. This is used to calculated the Monthly Pixel CVR. Only available for online conversions.

Channel Configuration

First, select each type of media you are measuring. You can select more than one

Then, select whether you:

Have an estimated number of impressions, calculating a feasibility score. Learn more.
Do not have an estimated number of impressions, and wish to computer the minimum impressions needed to create an Attribution report.
- For store visit conversion with digital media measurement, you can also calculate minimum impressions needed for an expected lift.

Digital Media

Digital media measurement includes:

In-App
Search
Desktop/Mobile Web
Online Video
Over-the-Top (OTT/CTV)

Calculate Score with Estimated Impressions

Fill in the Estimated Number of Impressions and Frequency for in-app, search, and all other digital media (desktop/mobile web, online video, and over-the-top (OTT/CTV). For each pair filled, Reach field will automatically be calculated.

Click Calculate to generate a feasibility score.

Feasibility score generated, showing poor results.

Calculate Minimum Impressions

Fill in the Channel Weight percentages and the Frequency fields for in-app, search, and all other digital media (desktop/mobile web, online video, and over-the-top (OTT/CTV).

Then, click Calculate to reveal the minimum impressions needed.

An example calculation for digital media.

Calculate Minimum Impressions for Expected Lift

This option is only available for store conversion measured with digital media channels.

Fill in the Channel Weight percentages and the Frequency fields for in-app, search, and all other digital media (desktop/mobile web, online video, and over-the-top (OTT/CTV).

Then, provide your Expect Behavioral Lift (between 0-10%) and a Significance Level (70-100%, the lower providing more flexibility, the higher end being more stringent).

Showing the minimum number of impressions needed for a high behavioral lift.

Television Media

Input the total volume of Linear or Addressable TV impressions.

Linear TV
Addressable TV

Calculate Score with Estimated Impressions

Fill in the Estimated Number of Impressionsand Frequency fields for both Linear and Addressable TV. The Reach field will automatically be computed.

Click Calculate to generate a feasibility score.

Television media with an excellent feasibility score.

Calculate Minimum Impressions

Fill in the Channel Weight and a Frequency fields for both Linear and Addressable TV.

Then click Calculate to generate the minimum impressions.

Out-of-Home Media

Out-of-home media is often traditional advertising found outdoors or in large indoor areas, such as airports and train stations. Examples include:

Billboards
Street fixtures (bus shelters, etc.)
Screens at airports, gas stations, etc.

Calculate Score with Estimated Impressions

Fill in the Estimated Number of Impressionsand Frequency fields. The Reach field will automatically be computed.

Click Calculate to generate a feasibility score.

Out-of-home feasibility calculated with a Good feasibility score.

Calculate Minimum Impressions

Fill in the Channel Weight and Frequency fields. Currently, out-of-home media is calculated under a single bucket, so it should be set at 100%.

Then, click Calculate to generate the minimum impressions.

The minimum number of impressions calculated for out-of-home media.

Feasibility Score

When you calculate a feasibility score by providing your estimated impressions, Foursquare returns a score in the Calculation Result window, along with your estimated match.

Results

Example results are shown throughout the above sections. The possible scores are:

Score	Description
Excellent	This denotes your campaign is an excellent fit at the stated impression levels.
Good	This denotes your campaign is feasible for an overall report but some granular data cuts may not be available.
Consult Foursquare	This denotes that your campaign is not feasible at the stated levels and you may need to adjust some of the parameters

Not Feasible?

If your campaign is not feasible, consider the following:

Extend your flight dates to enable additional visitation to be observed
Review your geotargeting – you may need to select more or fewer DMAs depending on where the highest visitation occurs for that business
Reach out to your Foursquare representative to see what could improve feasibility