These days, ad fraud is making all the headlines in the world of digital advertising. But you know what’s tough to fake? Measurable foot traffic. Sales lift. In-store or online sales. Results that actually matter to your company’s bottom line.
So why doesn’t every marketer simply start focusing on better marketing metrics? The answer is a single spooky word: Attribution.
Accurate attribution is as vital as it is tricky. Customer journeys are rarely linear, diverting through top and bottom-funnel channels repeatedly until a purchase decision occurs. Some customers might decide to buy after a single ad exposure. Others may need weeks of repeated ad views across multiple channels. Marketers need rock-solid attribution so they can see where their customers are actually converting. Only then can they focus their budget where it counts.
That’s why GroundTruth offers full-funnel attribution, from top-of-funnel awareness channels all the way down to point-of-purchase messaging for in-store shoppers.
Top-Down Attribution in Every Channel
To start, let’s take a look at how the channels available in GroundTruth Ads Manager might be used to form a complete marketing funnel.
Your funnel may not require the use of every single one of these channels, or you might put one channel higher or lower in the funnel depending on what messaging works. The point is, we give you the tools and channels you need to build a complete marketing funnel that makes sense for your brand.
Next, let’s talk foot traffic attribution. Every single channel available in GroundTruth Ads Manager offers foot traffic attribution, allowing you to measure when someone is exposed to your ad then goes to your store to shop. Full-stop. If they walk past a Digital Out-of-Home display, see your ad, then walk to the store, you can see this action in your Ads Manager account. The same can be said if they hear your ad while listening to a podcast via our Digital Audio & Podcast channel, see your ad while watching their favorite shows via our CTV channel, or see your ad while shopping in-store via our Mobile channel.
If your audience sees multiple ads across multiple channels, our Observed Visits metric uses last-touch attribution to track visits, showing you which channel drives real-world action.
How it works
GroundTruth’s Attribution model applies the same underlying, tested technology across channels. By associating mobile device IDs with actual ad views, we measure real-time locations, discovering when your ad drives a new customer directly to your physical store or to your online storefront. For online sales, our conversion pixel ties conversions to your Mobile, Desktop, Digital Audio & Podcasts, and CTV campaigns, leveraging our mobile device IDs and associated IP address mapping to ensure conversions are attributed to the correct ad view.
Attribution: Digital Out-of-Home
GroundTruth Digital Out-of-Home uses our established Blueprint Technology to discover when people are in proximity to your ad, then uses it again to see when they’ve visited the store.
- See which ad and placement drove a visitor on a 1-to-1 deterministic basis
- Audiences exposed to your DOOH can be retargeted across our other channels
Attribution: Digital Audio & Podcasts
Digital Audio & Podcasts have proven to be an outstanding omnichannel multiplier. With GroundTruth, you can directly attribute audio ad exposure to real business results.
- See when your audio ad drives a visit, even in omnichannel campaigns with multiple touchpoints.
- When a customer hears your ad and then converts online, the conversion is attributed to your audio campaign as long as the purchasing device shares the same IP address.
Attribution: CTV
GroundTruth CTV links CTV views to both actual, real-world action, like in-store shopping, as well as online sales via our conversion pixel.
- Measure actions like online conversions and foot traffic.
- By tracking the location of mobile devices associated with a CTV view, we can prove when your ad drives real-world action.
Attribution: Desktop & Tablet
As you get further down the pipeline and closer to driving real actions, ensuring that every new customer is properly attributed back to the ad view is critical to discovering what works and how to optimize. Like the upper funnel channels, Desktop & Tablet ads with GroundTruth offer both attribution for online conversions and foot traffic.
- Cross-device mapping ensures that an ad view on Desktop that yields real-world foot traffic is properly attributed.
- Track online conversions directly from desktop and tablet devices, or associated mobile devices.
Attribution: Mobile
Whether you’re using mobile for broad awareness or as a point-of-purchase sales driver with our On-Premise targeting, you can be sure that every conversion driven by your Mobile campaigns are properly attributed with GroundTruth.
- Real-time location data shows when an ad view turns into a visit.
- GroundTruth Blueprints technology reveals when a mobile device crosses into a specific area of interest. Because we map mobile devices to ad views in other GroundTruth channels, that means you can see when an ad from DOOH, CTV, Digital Audio, or Desktop turns into a visit.
- Online conversions via mobile are easily tracked using our conversion pixel.
Getting Started
Ready to attribute real business results back to your omnichannel campaigns? Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
