Pixel-Based Tracking
Pixel-based tracking connects who sees and clicks on an ad to a real-world visit. We place a pixel on your ads to track who sees or clicks on them. Using mobile advertising IDs (MAIDs) and cross-device technology, we can follow the customer journey—from ad impression to in-person visit—giving you a clear view of campaign impact.
Polygon Mapping
Polygon mapping allows us to define the exact boundaries of a physical location, such as a retail store or a venue, so that we can track visits with greater accuracy.
Rather than using a basic radius or zip code, our Media Solutions team manually draws precise shapes around the specific places of interest. This helps ensure that when a device enters the designated area, we know it truly corresponds to the intended location and not just somewhere nearby. That extra precision gives our clients more reliable foot traffic data and better campaign insights.
Read more about the benefits of polygon mapping and other tactics in Closing the Loop: How Foot Traffic Attribution Proves Advertising Impact »
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Geo-Fencing
Geo-fencing is a location-based targeting tactic that lets us serve ads to people when their mobile devices enter a defined geographic area, called a “fence.” That fence might be a store, an event venue, a neighborhood, or even a competitor’s location.
Once someone enters the area, we can deliver a real-time ad or retarget them later. It’s a flexible strategy that helps reach consumers at the right place and time, and it pairs well with foot traffic attribution to measure who actually shows up after seeing the ad.
Retro-Fencing
Retro-fencing lets us look back in time to see who was at a specific location during a past event, whether it occurred last month or even a year ago.
Retro-fencing is especially useful for seasonal campaigns or large events, such as concerts, festivals, trade shows, or sporting events. For example, if a brand or agency needs to target people who attended last year’s state fair, our Media Solutions team can identify those visitors and serve them ads this year to encourage a return visit. It’s a smart way to reconnect with audiences who are likely to be repeat visitors if prompted with an ad.
Advanced Audience Segmentation
Want more proof that your campaign drives real visits? Advanced audience segmentation can determine the extent to which your ads made a difference. By comparing visitation rates between people who were exposed to your ads and a matched control group who weren’t, we can isolate campaign impact and rule out coincidence. That means you’re not just tracking visits, you’re validating effectiveness.
Going further, Orange 142 can segment both exposed and non-exposed consumers by behavior, geography, and demographics so that you can see who needs to be targeted in order to prompt a visit, and who would have come anyway. These insights also help you refine your message, focus your budget, and reach the people most influenced by your campaign.
Geo-Conquesting
Foot traffic attribution starts with collecting data about who enters specific real-world locations. That same geo-location data powers other valuable campaign tactics, including geo-conquesting.
Geo-conquesting helps brands win over customers from the competition. Here’s how it works: First, we identify users who have physically visited a competitor’s location. Then we serve them ads encouraging them to try your brand instead, often with a timely offer or targeted message.
This tactic is especially effective for restaurants, retailers, and service providers that want to expand market share. And because we can track whether those users later visit your location, we can say definitively that the campaign was successful in winning customers away from the competition.
Benchmarking & Competitive Analysis
Foot traffic attribution doesn’t just tell you how your campaign performed, it also helps us understand how your brand stacks up against your competition.
For instance, we can compare your store traffic to nearby competitors, identify which geographic markets are performing better or worse, and even uncover where your visitors are coming from versus your competitor’s. These insights help you fine-tune your media strategy, shift spend toward higher-opportunity areas, and even spot untapped markets.
Custom Attribution Reporting
Every business measures success a little differently, which is why our attribution reports aren’t one-size-fits-all. We’ll work with you to define the metrics and outcomes that matter most to you, such as cost per visit, conversion rate by location, or impact by audience segment. We then tailor our reporting so that it reflects your priorities.
Our custom attribution reports help you connect real-world visits to specific channels, creatives, and tactics. These insights will make it easier for you to evaluate campaign success, share results with stakeholders, and shape your next campaign.
Want to learn more about foot traffic attribution and how to do it right? Check out our Foot Traffic Attribution Best Practices Guide »