Connect exposure to visitation
Sequence measured OOH exposure and subsequent store visitation at device level within a defined attribution window.
RoadStar Attribution
Measure what happens after OOH exposure.
Connect measured media exposure with subsequent qualified store visits. See how many visitors were previously exposed, how quickly they arrived, and which markets, outlets and media sites contributed to the observed journey.
Campaign → StoreObserved exposure-to-visit sequencing
Market → Outlet → SiteGranular analysis at every decision level
First Touch + Any TouchTwo lenses on media contribution
ANONYMIZED SAMPLE
OOH → Retail Attribution
Post-campaign
Qualified visitors15,467campaign period
Media-attributed5,378exposure before visit
Previously exposed34.8%of qualified visitors
Time from first exposure to store visit74.9% within 14 days
All qualified visitors
Measured OOH exposuresite + timestamp
Qualified store visitgeofence + dwell
20report views
30-dayattribution window
>5 minminimum dwell qualification
Campaign to siteanalysis granularity
Beyond audience delivery
Reach tells you who had an opportunity to see. Attribution shows what happened next.
Traditional post-campaign reporting stops at reach, impressions and frequency. RoadStar Attribution adds a real-world outcome layer by identifying qualified store visitors whose measured OOH exposure occurred before their visit.
The result is a practical view of observed campaign-to-store journeys—without pretending that every visit was caused by media alone.
Separate repeat from newly observed visitors
Use a pre-campaign reference window to distinguish visitors previously seen at the same outlet from newly observed campaign-period visitors.
Understand the journey
Analyze time-to-visit, first-touch contribution, any-touch association, outlet flows and media-site performance.
How it works
A defensible sequence from media exposure to qualified store visit.
Designed to answer the business question without collapsing measurement discipline into a single headline number.
Define campaign exposure
Start with campaign media sites, campaign dates and measured audience exposure from the RoadStar reporting pipeline.
Qualify store visits
A store session requires at least two observed pings, dwell above 5 minutes and below 120 minutes. A gap above 30 minutes starts a new session.
Build the pre-campaign reference
Identify whether the visitor was already observed at the same outlet in the reference period, enabling a newly observed visitor lens.
Sequence exposure before visit
Attribute only when the measured media exposure occurred before the qualified visit and within the 30-day attribution window, with same-market matching by default.
Read contribution at every level
Move from campaign to market, outlet and media-site views, including first-touch and any-touch journey analysis.
Illustrative sample readout
One report. Multiple ways to understand business impact.
The figures below are anonymized sample results used only to demonstrate the depth of the reporting framework. They are not category benchmarks.
Share of store visitors previously exposed
34.8%
5,378 of 15,467 qualified store visitors had a measured media exposure before their visit.
Measured media unique reach3,752,077
Qualified store visitors15,467
Media-attributed store visitors5,378
Average time to visit8.5 daysfrom first measured exposure
Median time to visit5.5 daysfrom first measured exposure
Visited same day20.1%of attributed visitors
Visited within 7 days59.4%of attributed visitors
Time-to-store build-up
See how quickly exposed audiences translate into observed visits.
Cumulative share of attributed visitors
Reporting depth
Move from a campaign headline to the exact market, outlet or media site behind it.
The downloadable sample includes 20 report views covering footfall, attribution, timing, flows, site contribution and exposure frequency.
Campaign Footfall & Attribution
Overall qualified visitors, newly observed visitors, attributed visitors, exposed share and audience-to-store association.
Market Comparison
Compare store visitation and attribution by market to identify where observed media-to-store overlap is stronger or weaker.
Store-Level Performance
Understand which outlets receive the highest qualified visitation, newly observed traffic and media-attributed visits.
Footfall Over Time
Track qualified and newly observed visitors by day at campaign, market and outlet level.
First Touch vs Any Touch
Use non-duplicated first-touch contribution for clean site credit, then any-touch to understand the broader exposure path.
Exposure-to-Visit Lag
Average, median, same-day, 3-day, 7-day, 14-day and 30-day views show how response builds after exposure.
Site Performance
Compare each media site's unique reach with first-touch attributed visitors, any-touch associated visitors and observed visit rates.
Exposure Frequency Lens
Explore store-footfall association across media exposure-frequency bands, subject to consistent device-level frequency classification.
Media contribution
Use the right attribution lens for the question you are asking.
Attribution gets misleading when one journey is credited repeatedly without explanation. RoadStar keeps first-touch and any-touch views deliberately separate.
Preferred for contribution reporting
First Touch
Assign each attributed visitor to the first measured media site in the journey. This creates a non-duplicated site contribution view.
Site 01Site 04Site 07Outlet
Credit → Site 01 only
Best for journey context
Any Touch
Associate each visitor with every measured media site seen before the visit. This reveals path complexity but is intentionally non-additive across sites.
Site 01Site 04Site 07Outlet
Association → Site 01 + Site 04 + Site 07
Exposure frequency lens
Explore whether store visitation changes across exposure intensity.
The sample campaign shows progressively higher observed store-footfall rates across frequency bands. This is an observational pattern—not proof that frequency alone caused the increase.
Important: the frequency view is used only when the audience measurement and attribution workflows share a consistent device-level frequency classification.
Sample store-footfall associationBy media exposure frequency
Illustrative Who uses it
Built for the people who need to defend, optimize and learn from OOH investment.
Connect media delivery to retail outcomes
Understand whether campaign-exposed audiences later appeared at your store network, and where that association was strongest.
Add an outcome layer to post-campaign reporting
Move from “how many people saw it?” to “what did exposed audiences do next?” with market, outlet and site-level evidence.
Build learning into the next plan
Use market, timing, site and frequency patterns as planning inputs for future media allocation and campaign design.
Downloadable sample
See the complete attribution workbook.
The sample has been anonymized to remove client, retailer, outlet and media-site nomenclature while retaining the analysis structure and illustrative metrics.
Campaign, market and outlet footfall
Campaign, market and outlet attribution
Time-to-visit and cumulative timing
First-touch and any-touch flows
Media-site performance
Exposure-frequency view
Download Sample Report (.xlsx)
Campaign AttributionTime - CampaignMedia Site Performance
Campaign AttributionHow many store visitors had measured media exposure before their store visit.
Visitor GroupStore VisitorsAttributed VisitorsPreviously Exposed
All Qualified15,4675,37834.77%
Newly Observed11,5634,13935.80%
ANONYMIZED
SAMPLE
SAMPLE
Interpretation discipline
Attribution is evidence of sequence and association—not a claim that media was the sole cause.
Qualified visit: a device must meet the store-geofence session rules; a single incidental location ping is not enough.
Newly observed: means the visitor was not seen making a qualifying visit to that same physical store during the pre-campaign reference period. It does not mean “first-ever customer.”
Media-attributed: means measured media exposure happened before the store visit and within the defined window. Location, existing shopping behavior, promotions, seasonality and other marketing can also influence visits.
Frequently asked questions
What teams usually ask before running an attribution study.
Campaign media-site identifiers/locations and dates, retail outlet locations or geofences, the analysis period, and the RoadStar media exposure data for the campaign. Existing RoadStar campaign metrics can be used for reach and frequency views.
Yes. A pre-campaign reference window is used at the same physical outlet. Visitors not observed making a qualifying visit during that period can be analyzed separately as newly observed store visitors.
Yes. First-touch reporting provides a non-duplicated site contribution view, while any-touch reporting shows every measured media site observed before the store visit within the attribution window.
No. This report establishes measured exposure followed by qualified visitation and quantifies the association. A causal lift design would require an appropriate control or experimental framework and is a different analytical question.
The sample framework reports at campaign, market, outlet, day and media-site level, with timing, first-touch, any-touch and frequency lenses where the underlying data supports them.
Measure the next campaign
If your business outcome happens in the physical world, your OOH reporting should not stop at exposure.
Talk to Relu AI Systems about adding media-to-store attribution to your next RoadStar campaign report.