Creating & Interpreting Measurement Profiles (FTA Reports) in Spotzi

Use Spotzi's Measurement reports (also called foot traffic attribution studies) to understand how your campaign influenced real-world audience behaviour. This tutorial will teach you to request, read, and export your own measurement insights for any campaign.

Remco Dolman
33 steps
5 minutes

Spotzi

**What is a Measurement Profile?** Using our measurement tool, users can assess the direct impact of a campaign on exposed audiences’ movement to any physical location. In order to do this, we use: - A control period (pre-campaign) - A test period (during or post-campaign) Custom geofences allow us to track audience movement to & from locations, and assess spikes in visitation amongst campaign viewers which can therefore be attributed to **ad influence.**

How to Request a Measurement Report

Navigate to the "Analytics" tab in your workspace.

Click the "Measurement Profile" button.

Enter a name for your measurement report.

Select a country/area from the dropdown. This should be the area where the campaign you are analyzing ran (where the assets and stores are located).

Enable the "Profile Data" toggle to include audience demographic insights in your report. This is optional. **Please note:** The specific data graphs available will depend on the market you're analyzing, and on your data subscription.

Report Input: Locations + Date Range

In the following steps you will need to select dashboards which contain the locations you would like to analyze in your Measurement report. You may use any dashboard that contains the locations you'd like to track, including your own asset dashboards or custom upload data. The filters applied to your dashboard will be taken into consideration. [How to upload custom locations for a Measurement Report.](https://scribehow.com/viewer/Import_and_Upload_Custom_Locations_into_Spotzi__m_nieLIwRD2kBVzfvePkFA) [How to draw custom polygons for a Measurement Report.](https://scribehow.com/viewer/Using_the_Draw_Map_Tool_and_Feature_Editor_In_Spotzi__eWafv2LjQTS8X5cea58T6g) [How to create custom radius buffers for a Measurement Report.](https://scribehow.com/viewer/Create_Custom_Buffers_Around_Locations_for_Measurement_and_Visitor_Profiles__CXWfc5u8SYKnqo9phYi0_g) Points used as input for a Measurement report will automatically be buffered by Spotzi. Any polygons used as input (such as building outlines or buffers) will remain unchanged. **Please note:** If you are using a playlog file as input then only a "Store" dashboard is required.

The "Asset" dashboard contains the (origin) locations that you'll be tracking exposed audiences **from**. These are the locations where people are exposed to your campaign. Select the dashboard containing your campaign assets from the dropdown list.

If your selected dashboard contains more than one layer you will be prompted to select the correct layer from the "Asset Layer" dropdown. You may only use locations from **one layer** as input.

Choose the column in your dataset that lists your assets' unique identifiers. This can be the name, ID, or address column for your layer/dataset.

The "store" dashboard contains the (target) locations you'll be tracking the audiences **to**. Select the dashboard containing your store locations from the next dropdown list.

Your finished dashboard will display a lift in cross-visitation *from* your origin locations (**assets**) *to* your target locations (**stores**) during your chosen campaign period.

Choose the column in your store dataset that lists your stores' unique identifiers. This can again be a name, ID, or address column.

Select the start and end dates for your report. This selection will determine the dates during which the audience movement data used in your Measurement report is collected at your asset and store locations. **Please note:** Mobile data may take approximately 7-10 days to process. You can only select a day in the date picker once all of the device data for that day has been finalized and made available.

Report Input: Playlog File

If you are analyzing the audiences exposed to a digital campaign, you have the option of substituting your asset and date range input with a playlog file. To do this, toggle the "Use Playlog" option on.

Click "Choose File". **Please note:** Your playlog file must be in CSV format in order to be viable as input. You may only use one playlog file per Measurement report.

Select the columns which contain your playlog's **timestamps**, **unique asset IDs**, and respective **coordinates** (latitude, longitude). These columns are mandatory in order for your playlog input to be valid. Choose the timezones being used in the file. We recommend Unix timestamps for optimal results.

The playlog file will determine the windows of time used for tracking your audience at your asset locations. However, you must still select a report start and end date for the data collected at the store locations. You may select the date range spanning the entirety of your campaign, or may extend the report period to capture post-campaign traffic to stores. All devices captured at your store locations during your selected period will be used in the final lift calculations in the report.

Click "Create Dashboard" when you're happy with your selection.

How to View Your Results

Your report request will be confirmed, and the dashboard creation process will begin.

You will find your pending report in your workspace. This report will turn white when it's ready for viewing. Each report may take up to 24 hours to appear in your account.

You may open the dashboard as soon as it's available for viewing. The report's map will display your assets, stores, and the home locations of all captured audiences. The widget panel will display data pertaining to campaign lift, audience origins, visitation patterns, dwell times, and demographics.

Measurement Widgets: How to Interpret the Data

The **"Assets"** widgets displays how many assets your campaign ran on.

The "**Reach and Frequency**" widget offers insights into how many devices and detections were captured at your asset locations during the campaign period. The "**Detection**" count shows how many device detections occurred during the campaign period. A device may be detected multiple times, for example during multiple visits to/past an asset. The "**Campaign Reach**" count shows how many unique devices were captured overall during the campaign period. A device is only counted once here, even if it was detected multiple times/across multiple visits. The "**Frequency**" count shows how many times the average device was captured during the campaign period. **Please note:** Frequency data is cleaned post-collection to ensure that all outliers are removed, and so this number is not always an exact average based on the listed detection and reach numbers.

The "**Lift"** widget shows how much store visitation increased among people exposed to your campaign, compared to normal visitation patterns before the campaign began. **How it Works:** We measure how many devices were seen near your campaign assets and then check how many of those same devices later visited your target stores. We compare this behavior during two time periods: - **Pre-campaign baseline period**: visitation behavior before the campaign started. - **Campaign period**: visitation behavior while the campaign was live. The difference between these two visitation rates is shown as the campaign’s **lift**. ***Example:*** *Before the campaign, **10%** of devices exposed to the assets also visited the target stores. During the campaign, that number increased to **20%**.* *Because the visitation rate doubled from 10% to 20%, the campaign generated a **100% lift** in cross-visitation.*

The **"Lift per Asset"** and **"Lift per Store"** widgets break down campaign lift by location (at assets and stores respectively). The **"Store Conversion Rate"** widget offers insights into the percentage of cross-visitation seen between assets and stores during the campaign and pre-campaign control groups. The change between percentages in this widget determine the overall campaign lift.

The **"Visits by Day"** and **"Visits by Hour"** widgets offer insights into the average daily and hourly visitation patterns across campaign assets throughout the campaign period.

Widgets may also display visits by home origin location. These widgets offer insights into what percentage of your exposed audience lives in each of the described areas. The specific granularity of home locations described in these widgets (such as province, FSA/zipcode/postal code, city, region) will vary by market.

The “**Time to First Visit**” widget shows how long it took people to visit a store after they first saw your ad. The **X-axis** shows the number of days between seeing the ad and visiting the store. - 0 days means the person visited the store on the same day they first saw the ad. The **Y-axis** shows how many unique devices (people) fall into each time range.

The **profile data widgets** (which you can enable in [step 7](https://scribehow.com/viewer/Creating_a_Campaign_Measurement_Dashboard_in_Spotzi__k9nd6cQNTBC2cm6WCUbUPQ?scrollToActionId=1346e6f2)) show a demographic breakdown of the people who were exposed to your campaign. The double bar charts compare: - **Blue bars**: people who saw the ad *and* later visited a store during the campaign period. - **Green bars**: the overall audience who saw the ad. This helps you see which demographic groups (such as age or gender) were most likely to visit a store after seeing the campaign.

The **dwell time** widgets show how long people were exposed to the ad as they moved through areas where the ad was visible, broken down by day of the week.

Data Export

Click the "Export" button in the top right corner of your dashboard to open the export window.

You will see several export options\*. Choose the layer you would like to export: **Measurement:** The measurement data (such as the number of detections, lift, visit data, etc) gathered in this report, exported at asset level. **Visitor Profile:** A list of unique devices captured in the visitor profile, as well as the home location data associated with each device. **\*Please note:** Specific export options can vary based on company access.

Click "Download CSV" when you're happy with your selection.