Market Share Metric

Overview

The Market Share metric tracks changes in your business’s share of foot traffic during your campaign compared to competitors in the same target areas. It helps indicate how your campaign has influenced market share by comparing pre- and post-campaign data.*

*Other factors may contribute to changes in market share during and after a campaign.

Please note that market share considers total visitation across both your locations and your competitors' locations, not just visits generated by GroundTruth media.

Market Share Eligibility

To qualify for the Market Share metric, a campaign must meet the following criteria:

• The campaign must be tracking visits to Points of Interest (POIs) that belong to the same brand and the same 6-digit Standard Industrial Classification (SIC) category.*
• The campaign must have at least 30 days of spend and an average media spend of at least $10 per day.
• The campaign must target at least one City, State, DMA, or ZIP code in any ad group. The campaign’s targeted geography is the combined geography of all targeted cities + states + DMAs + ZIPs

*Standard Industrial Classification (SIC) codes are four-digit numerical codes that categorize industries based on business activities.

How Market Share is Calculated

For eligible campaigns, we display only the directional trend of market share movement. Market Share is calculated at the campaign level after the campaign has run for at least 30 days using the following formula:

For general businesses:

(Visits to tracked POIs in the campaign’s targeted geo) ÷ (Visits to all branded POIs with the same 6-digit SIC code in the campaign’s targeted geo)

For Quick Service Restaurants (QSRs):

(Visits to tracked POIs in the campaign’s targeted geo) ÷ (Visits to branded POIs belonging to select QSR brands in the campaign’s targeted geo)

Timing Considerations

• Market share data for the first 30 days of a campaign will not be available in Ads Manager until 37-38 days after the campaign starts.
• The Market Share metric updates every 15 days after it first appears in Ads Manager.
• After the campaign ends, updates continue every 15 days until 45 days post-campaign.

Market Share Trend Analysis

To determine the trend, we compare Pre-Campaign Market Share and Post-Campaign Market Share:

• Pre-Campaign Market Share:
  • Market Share of the tracked POIs in the campaign’s targeted geo during the 90 days before the campaign start date.
• Post-Campaign Market Share:
  • Market Share of the tracked POIs in the campaign’s targeted geo from campaign start through 30 days post-campaign.

Trend Indicators

• Upward Trend: Post-campaign Market Share is greater than Pre-Campaign Market Share.
• Stable Trend: Market Share change is negligible or remains the same.
• Downward Trend: Post-campaign Market Share is lower than Pre-Campaign Market Share.

How Market Share Appears in Ads Manager

• The Market Share metric will appear in the campaign summary header 37-38 days after the campaign starts only if the campaign is eligible.

• Indicator behavior:
  • Rising: Market Share has increased from the pre-campaign level.
  • Flat: Little to no change in Market Share.
  • Decreasing: Market Share has dropped significantly from pre-campaign level
• Upon hover, a Market Share Insights tooltip will display:
  
• Example Tooltip Text:
  As of [DATE], your market share has [increased, decreased, remained stable] over the last [DURATION], as measured by foot traffic to [NUMBER] businesses in [GRANULAR VERTICAL CATEGORY] within the targeted markets.

Tooltip Definitions:

• DATE: The date of the most recent Market Share calculation.
• DURATION: The campaign duration from start to DATE.
• NUMBER: The total number of brands measured for foot traffic within the granular vertical category.
• GRANULAR VERTICAL CATEGORY: The specific industry segment being analyzed (e.g., ‘new auto dealerships,’ ‘auto parts and supplies’ instead of just ‘auto’).
• MARKET: The geographic area targeted by the campaign. It is the combined geography of all targeted cities + states + DMAs + ZIPs

Metric Update Frequency

• The Market Share metric updates every 15 days after it first appears in Ads Manager.
• After the campaign ends, updates continue every 15 days until 45 days post-campaign.

For any additional questions or support, please reach out to your account manager or visit our support center.