Attribution & Measurement
Measuring OOH performance and proving impact
By Zachary1 author28 articles
- How do brand lift studies work?How the exposure-based survey splits recallers from non-recallers, what it can measure, and which minimums belong to the agile and enterprise tiers.
- What are my options for measuring OOH performance?The six measurement products, the question each one answers, what you have to supply for each, what is included versus quoted separately, and which partners run what.
- What counts as a conversion in OOH, and how is it measured?How conversions are defined in OOH, how each exposure is matched to one within its own 30 days, and why the control group is what makes the number trustworthy.
- What reporting do I get, and how do I access it?What the campaign dashboard shows, when static and digital results arrive, what you can export, and the granularity limits to plan around.
- What attribution is possible by inventory type?Why static reports weekly and digital reports late and low, which formats carry device-based attribution, which cannot be attributed at all, and what each outcome from app installs to offline…
- What analytics are included, and what integrates with my existing stack?What comes with every campaign, what is quoted separately, and how campaign data connects to GA, MMM, ad platforms and app measurement.
- How does OOH drive website traffic and how do I measure it?The two ways to measure billboard-driven web traffic, which pages to pixel and why more is not better, and the four traffic bands that set how good the read will…
- How reliable is exposure tracking?What the exposure layer is built from, why the reported figure is up-sampled rather than captured, why match rates run 10 to 15 percent, and which studies survive mobile ID…
- What do I need to do before my campaign launches?A dated checklist of the pixel, the brand lift brief, channel authorizations, and the causal lift data file, with what is still possible after launch.
- What is the difference between web attribution, search lift, and halo effect?What each of the three studies actually reads, what you have to supply for each, and why search lift and halo are not the same measurement.
- What does the halo effect measure, and what does it not?How the halo counterfactual is built from your connected ad accounts, why it works at market level only, and the two ways it comes back empty.
- What counts as a visit in footfall measurement?The exact claim behind a footfall conversion, the two location limits that decide whether footfall is possible, and why the conversion column is sometimes empty.
- Why does the brand lift creative have to be sent separately?The survey shows respondents the exact asset that ran, and the platform has no upload field for it, so the file has to come over with the brief by email.
- Why is the attribution window 30 days, and what is it measured from?Each exposure starts its own 30-day clock, which is why there is no single cut-off date and why your report keeps moving after the campaign ends.
- Can I get a conversion lift study for OOH?Why a randomized user-level lift test is impossible on a channel nobody can be held out of, and how causal lift answers the same question at market level.
- Can you de-duplicate a person across OOH, display, and social?Why there is no user-level path across channels, what halo effect and causal lift answer instead, and which impression metrics are safe to compare.
- Can we connect more than one Facebook ad account?Halo effect reads a single connected Facebook ad account per campaign, so split spend has to reach us as an upload to a sales lift study instead.
- How are test and control markets chosen?Control markets are selected by the model on historical sales and addressable population, and you need at least five markets with no OOH running for the study to work.
- Is this causal, or just correlation?Causal lift builds a counterfactual from your own pre-period and comparable markets, reports a significance figure against a 95 percent bar, and shows the prediction alongside the actual.
- Why is weekly sales data not enough for causal lift?Causal lift counts observations inside the campaign window, so a four-week flight at weekly granularity leaves four data points; daily data and a six to twelve month pre-period are what…
- What data do you need from me, and when?The input, format, deadline, and internal owner for each study, plus the three approvals that most often delay a measurement start.
- Can campaigns in small or remote markets be measured?A single highway board in a mid-sized market usually clears the exposure bar for brand lift, and search lift and footfall still run at that scale; causal lift is the…
- What data can I export from the platform?Device ID passback arrives as a weekly file drop and dashboard reports export to CSV, but there is no analytics results API and four specific exports do not exist today.
- What measurement can be added after a campaign has launched?Causal lift, search lift, and halo effect all run retroactively and footfall often can within about six months, but anything pixel-based and brand lift are lost once the campaign is…
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