Mira can use mobile location data itself as the conversion environment. In this way, we can measure the effect of OOH exposure on users converting to a physical location. This is sometimes referred to as footfall or walk-in conversion.

Because this uses our "always-on" mobile location data, we don't strictly need to set up anything before the campaign begins. This has the added benefit of being able to run attribution studies retroactively, potentially months after a campaign has already finished.

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No Pre-Campaign Configuration Needed

We do not need to rush to set up this conversion environment before the pre period or start of a campaign.

However, it is good practice to see the location list before the attribution is sold so we can opine on whether there are enough locations to measure.

Configuration

All we need to configure this is a file containing the locations that are being tracked. This is similar to the requirements for static exposure. This can either be a:

• Rectangular file of addresses (CSV, XLSX)
• Rectangular file of latitude/longitude pairs (CSV, XLSX)
• GeoJSON file with custom geofences drawn

Additionally, we can also take a simple POI specification, e.g. "converts to any Brand A retail location in New York"

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No Console Support

Footfall properties are not currently supported by the Mira Console