Exposed %

Exposed % is the percentage of visitors observed 100m around the store that has been previously exposed to the campaign within the attribution window.

How it is calculated

Exposed % = Attributed Visits / Total Visits in the measurement geolist

Imagine 50,000 total visits were observed on the measurement areas, with 5,000 attributed to users exposed to the campaign, while 10 visits were from non-exposed users. The percentage of exposed visitors to the store is calculated by dividing the total attributed visits (5,010) by the total observed visits (50,000), resulting in 10%. This means that 10% of the measured store visitors can be directly linked to the campaign during the opportunity window, highlighting the campaign’s effectiveness in driving foot traffic.

Considerations

While a big uplift is always good, a big % exposed could be either:

good: you brought a lot of visitors to the store, OR
bad: you are targeting a lot of users that were already in the store.