Location Reporting

What is the Location Report

Location Reporting provides a breakdown of campaign performance by geographic boundaries as well as store0level visitation performance. 

Location Reporting is available for campaigns started after August 1, 2018

Navigating to the Location Report 

From the reporting screen dashboard, select the "Location" button next to "Summary"

Once inside the Location Report, adjust fields in the table on the right to customize your view. 

Choose to see data by top:

• Impressed Location
  • State
  • DMA
  • ZIP Code

• Visited Location 
  • Drive to Stores (Measure visitation to the brands you enabled)

Sort results by:

• Impressions
• Clicks
• Secondary Actions
• Store Visits

Use Cases: 

• Optimizing campaigns 
• Building campaign strategies for future campaigns 

Usability features:

• Export any data from the report
• View delivery by map and satellite imaging
• Select a time period to analyze data 
• Hide the table 
• Analyze by Ad Group or Campaign Level 

How to Export Data from Location Report 

Select Export -->  "Location Report" 

Step 1: 

Step 2: 

Note: The report currently includes all location data at the campaign level. Adgroup-level data is not available for export at the Location Report level at this time. 

Using the Location Report for Campaign Optimization

Use Location Report to optimize your campaigns and gain unique insights on your consumers by understanding which tactics are delivering the best results in which locations. 

• Location Reporting will provide top performing as well as bottom performing geographies (Zip code, DMA, State)
• This data can be directly used to modify campaign geo-targeting parameters, to improve overall campaign performance
  • E.g.: On exporting Location Data, we can calculate Visitation Rate (Visits / Impressions) by Zip 
    
• Example: In the above screenshot we can observe that 17601 has the highest Visitation Rate, while 33813 has the lowest. We can use this insight to potentially reduce the budget against 33813 or increase against 17601 to improve overall performance

Building Campaign strategies for future campaigns

• Based on the performance of different geo-targeting boundaries across past campaigns, you can tailor the strategy to reach the top performing locations for future campaigns
• Always ensure that the current campaign is similar to historic campaigns in target audience, call to action, etc. when you use historical learnings

Build off Store-Level Data

• "Drive to Stores" section within Location Reporting provides store-level attributed visits based on the brands you enabled for visitation measurement for your campaigns 
• This will provide insight into which store is driving the most conversions

How to Interpret Location Report Data

Once you’ve customized your table and map views based on what location data you want to analyze, here are some ways you can make sense of the information.

For example, if you're analyzing by Zip Code, you can see: 

• Impressions: No of impressions served in the Zip Code
• Clicks: No of clicks generated because of the impressions served in the Zip Code
• Secondary Actions: No of secondary actions generated because of the impressions served in the Zip Code
• Store Visits: No of attributed store generated because of the impressions served in the Zip Code (please note that the visit could have occurred in a different Zip Code)