# O2O Attribution Platforms Foursquare Attribution Tracks Foot Traffic Generated by Digital Ads By Laura McQuarrie | Published 2016-02-24 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/foursquare-attribution References: [adweek](http://www.adweek.com/news/technology/foursquares-potentially-game-changing-new-tool-can-measure-foot-traffic-generated-digital-ads-169785) & [adweek](http://www.adweek.com/news/technology/foursquares-potentially-game-changing-new-tool-can-measure-foot-traffic-generated-digital-ads-169785) Foursquare Attribution is a new service that's being rolled out by the location discovery platform that's about more than just social check-ins. The attribution tool is designed to measure how digital ads from the web and mobile devices are converted into real-world visits to a retail location. In order to prove the power of Attribution, Foursquare did some testing with this year's Super Bowl advertisers. In the automotive and QSR sectors, brands like Kia, [Hyundai](https://www.trendhunter.com/trends/hyundai-card-tests-ai), [Taco Bell](https://www.trendhunter.com/trends/AI-drive-thru-ordering) and [McDonald's](https://www.trendhunter.com/trends/food-truck-billboard) all saw a spike in foot traffic during in-store visits. This online-to-offline conversion tool shows some of the potential power that digital advertisements and brick-and-mortar locations have when they work together, especially to support rather than compete against either other. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 27% | Activity: 18% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### Why This Trend Is Growing - **Online-to-offline Conversion:** Using digital ads to drive foot traffic to physical retail locations. - **O2O Attribution:** Tracking and measuring the impact of digital ads on real-world visits to stores. - **Location-based Advertising:** Leveraging location data to target consumers with relevant ads and drive in-store visits. ### Industries Being Reshaped - **Advertising:** Opportunity for ad agencies to provide measurement and analytics services for online-to-offline campaigns. - **Retail:** Retailers can use O2O attribution platforms to optimize their digital advertising strategies and drive foot traffic to stores. - **Technology:** Technology companies can develop innovative solutions to enhance O2O attribution and location-based advertising capabilities. ## Related on Trend Hunter - [Causal Retail Media Metrics](https://www.trendhunter.com/trends/media-collective.md) - [Retail Marketing Advancements](https://www.trendhunter.com/trends/programmatic-targeting-solution.md) - [Advanced Social Advertising Tools](https://www.trendhunter.com/trends/social-advertising-tools.md) - [Ad Influence Analytics](https://www.trendhunter.com/trends/fibbler.md) - [Marketing Measurement Strategies](https://www.trendhunter.com/trends/measurement-strategies.md) - [Advanced Retail Campaign Kiosks](https://www.trendhunter.com/trends/freeosk-and-place-exchange.md) - [Performance Marketing Platforms](https://www.trendhunter.com/trends/connected-television-advertising.md) - [Marketing Insights Databases](https://www.trendhunter.com/trends/comet.md) - [Marketing Analytics Tools](https://www.trendhunter.com/trends/booleanmaths-pulse-tracks.md)