What is Attribution?

Foursquare Attribution is a measurement solution that can quantify the effectiveness of advertising campaigns at driving conversions across all channels. We connect campaign exposure to real conversions, revealing the impact of your ads, your top drivers, and your opportunities to optimize.

Our Attribution user interface updates daily, showing campaign insight, such as visits, cost data, demographic indices, other businesses visited, day & time, partner/channel performance, creative performance, and store-level visits.

Unfamiliar with this process? Here's an excerpt from the Attribution one-sheet:

Step 1: A user is exposed to an ad

An individual sees an advertisement for your brand across any channel. We can measure impressions across digital, social, audio, TV (both linear and connected/advanced), out-of-home, and more — nearly anywhere your ads are being served.

Step 2: We match exposed users to our panel

Using our always-on panel of devices, we match ad exposures to users in our panel and observe their store visits.

Step 3: We create a modeled control group

The control visit rate, or expected visit rate, is based on the likelihood an exposed user would have visited had they not been exposed to the ad. Our model leverages 10+ core attributes, such as age, gender, household income, past visitation behavior, and geography to weight and normalize the data and accurately account for users’ behavior without ad exposure.

Step 4: We Determine Lift

The exposed visit rate is then compared to the expected visit rate to quantify the impact of ad exposure in the form of incrementality. We surface incremental lift by highlighting only customers who were truly influenced by your ad, excluding those who would have gone to your store anyway to ensure accurate results.