Campaign measurement
Campaign measurement: footfall, brand lift and geo lift
Find out whether your advertising brought people to your stores, changed how they think about your brand and worked in the regions where it ran. We compare people who saw the campaign with a control group, so you see the campaign effect rather than seasonality.
Three methods
Choose the measurement that fits your campaign goal
Each method answers a different question. You can combine them in one campaign.
Footfall and drive-to-store
Did the ad bring people to the store?
We compare store visits by people who saw the ad with a similar group that did not. Result: visit uplift, cost per incremental visit and visitor profile.
Footfall research →Brand lift
Did the campaign change how people think about the brand?
A short smartphone survey among people who saw the ad and a control group. We measure brand awareness, ad recall, consideration and purchase intent.
Mobile surveys →Geo lift
Did the campaign work in the regions where it ran?
The campaign runs in selected cities or regions, with similar areas as a control. We compare location traffic, visits or sales before, during and after the campaign.
Ask about geo lift →How it works
From goal to report in four steps
Goal and KPIs
We agree what should change: visits, awareness, regional sales. Plus the period, locations and competitors to compare.
Groups and baseline
We define test and control groups, or test and control regions, and check pre-campaign results as a baseline.
Campaign
The campaign is run by Fonia.Digital or your media agency. For campaigns run elsewhere, we agree how to pass on data about who saw the ad.
Report
Uplift in visits or brand metrics versus the control group, cost per result and recommendations for the next campaign.
What you get
Metrics that show impact, not just reach
Visit uplift
How many more visits your locations got than the control group.
Cost per incremental visit
The cost of one visit that would not have happened without the campaign.
Awareness and consideration
Change in brand awareness, ad recall and purchase intent.
Regional effect
The difference between regions with and without the campaign, over time.
Visitor profile
Who came after the campaign: interests, where they came from, whether they visit competitors.
Optimisation insights
Which creatives, formats and regions delivered the best results.
Channels
We measure campaigns across channels
Fonia Group
Selectivv is part of Fonia Group. From data to campaigns and customer service in one place
Fonia Group combines data, media, telecoms and technology. One partner can analyse your market, reach the right people, measure the effect and handle the customers who responded to the campaign.
Location data and analytics: profiles, segments, footfall, catchment, research.
You are hereData-driven campaigns: drive-to-store, performance, video and display, with measured results.
fonia.digital ↗OmniFoniaAnalytics dashboard: traffic, catchment and competitors for your locations, every month.
omni.fonia.group ↗fonia.appA mobile network with an app and a points programme for online shopping.
fonia.app ↗Fonia TraveleSIM for travellers in more than 190 countries, also as a white label for partners.
fonia.travel ↗- Call centre
- Software house
- Creative studio: display, rich media, video
- AI: agents, chatbots, voicebots
FAQ
Frequently asked questions about measurement
What is the difference between footfall and brand lift?
Footfall measures behaviour: did people come to the store. Brand lift measures attitudes: do they remember the ad, know the brand and consider buying. Brand campaigns call for brand lift, sales campaigns for footfall, and it is often worth measuring both.
Can you measure a campaign not run by Fonia.Digital?
Yes, once we agree how to pass on information about who saw the ad, for example a pixel in the creative or a list of OOH/DOOH sites. Geo lift needs no exposure data, only a regional plan.
Why a control group?
Without it you cannot tell the campaign effect from seasonality, weather or promotions. A control group is similar people or similar regions that the ad did not reach.
How long should the campaign run?
We recommend at least one month to collect enough visits and responses. We set the exact period and group sizes at the start, based on the number of locations and the budget.
Is the measurement GDPR-compliant?
Yes. We work with anonymised advertising IDs and report results only in aggregate, for groups. Surveys are anonymous.