We do not let the number of measured attributed visits determine the impact of the campaign, rather we measure incremental metrics. We compare the results we are measuring versus what we would have measured among a comparable set of users if the campaign was not served, and quantify such results via the drive-to-store KPIs.

When we launch a footfall campaign we also run a process in the background by which we count what we call placebo/ ghost impressions.

These "placebo impressions" are "counted" for some "placebo" users with the same characteristics as the users from the main campaign, for which we do not bid. Therefore are not real impressions, but only serve the purpose of comparing conversion rates for users exposed to the campaign versus those who were not.

The KPIs