Footfall
Footfall measures how many people enter a physical point of sale and, in advertising, how many of them do so after seeing a campaign.
For retailers it is a classic indicator: how many people come through the door, at what times and how many of those visits end in a purchase. In digital advertising it becomes the key metric for drive-to-store campaigns, because it measures what they set out to achieve (getting people to go) rather than just impressions or clicks.
For the figure to mean anything it needs a comparison: the visit rate of people exposed to the campaign is measured against that of a similar group who did not see it, and the difference is the incremental footfall, the share that can be attributed to the advertising. It is calculated from anonymous, aggregated location data collected with consent.
