Observed Visits

The Observed Visits metric represents the actual visit count to points of interest, tracked using our Blueprints technology. An Observed Visit is defined as a user visiting the brand or "drive-to" location within 14 days after being exposed to a GroundTruth ad. GroundTruth uses last-touch attribution to credit visits, meaning the most recent ad impression a user sees before visiting is credited for the visit.

There is a 7-day verification period before final Observed Visits (verified visits) appear in Ads Manager. During this period, visits are initially displayed with a dotted line until they are confirmed. This gives users an estimate of visits and insights into campaign performance before waiting for final results.

For example, on September 16, verified Observed Visits for September 9 will be visible. Visits after September 9 will be unverified and shown as dotted. 

See image below to see an example of our 7 day verification period.

Please note that the 14-day lookback window excludes the 7-day verification period for processing and reporting. As a result, the total lookback window is 14 days, plus 7 additional days for data processing.

Calculating Visitation Rate and Store Visitation Rate

When calculating Visitation Rate (VR which is Visits / Impressions) or Store Visitation Rate (SVR which is Visits / Reach), please make sure you use the duration filter at the top of the dashboard to only select days with verified visits. 

Frequently Asked Questions

1. Are unverified visits (shown as dotted lines on the chart) included in the Observed Visits metric? No, only verified Observed Visits are counted, both in the campaign summary metrics and within the tables.
2. I do not see the dotted line for my campaign when looking at the visits metric. Please note that the 7 day verification period for Observed Visits is not yet (as of September 17 2024) enabled to all accounts. Campaigns within accounts that were created after September 17 2024 will see the 7 day verification period. Campaigns within accounts created pre September 17 2024 will start seeing this new experience in the following weeks.