Scaled Foot Traffic Attribution for Offline Impact

I led the agency-wide rollout of foot traffic attribution, vetting partners, running A/B tests, and scaling implementation across accounts. The result: a 15% lift in store visits and stronger offline measurement capabilities that deepened client confidence in full-funnel media strategy.

S – Situation

As demand for offline performance insights grew, a global QSR client, and the broader agency, lacked consistent, scalable methods to connect digital media to in-store visits. Clients were investing heavily in media without clear visibility into real-world outcomes.

T – Task

My task was to identify and implement a reliable foot traffic attribution solution that could be rolled out across multiple accounts, improve offline measurement, and strengthen confidence in full-funnel media impact.

A – Action

I led the initiative from testing to deployment, including:

Vetting third-party attribution partners for methodology, accuracy, and scale
Running A/B lift tests to validate data integrity and causal impact
Developing onboarding frameworks and training materials for account teams
Collaborating with analytics leads to incorporate foot traffic into regular reporting workflows

R – Result

The solution was successfully adopted across the agency’s QSR portfolio, resulting in a 15% lift in store visits attributed to media and a measurable improvement in how clients evaluated offline ROI.

T – Takeaway

Offline outcomes are just as critical as online metrics, especially in QSR. By scaling foot traffic attribution, we gave clients the confidence to invest more in media that drives real-world results.