Connecting digital spend to physical results
Frameworks, measurement approaches, and analytical models for building a measurable bridge between your online campaigns and offline conversion outcomes.
The O2O measurement model
A four-phase approach to building measurable O2O attribution, applicable to retailers with 1–100+ locations.
Signal Capture
UTM structure, store visit pixels, call tracking, and GBP event tracking across all digital touchpoints.
Data Unification
Connect ad platform data to POS systems, loyalty IDs, and footfall counters in a unified reporting layer.
Attribution Modeling
Apply the attribution model appropriate to your data volume, sales cycle, and channel mix.
Incrementality Testing
Validate modeled attribution with geo-based holdout tests before scaling spend decisions.
Strategy resources
Methodological breakdown of Google's store visit modeling and reliability across campaign types.
How mid-market retailers can create a working attribution model using existing tools before investing in a customer data platform.
Designing geo-based holdout experiments that reliably measure the incremental lift of digital campaigns on store visits.
How the ordering of digital touchpoints affects offline conversion probability — data from 12 retail sectors.