Geo-Fencing Broadcast Spots

There are times you may want to specify the geographic area in which broadcast spots play. This lets you filter potential visits to focus in on local web traffic when analyzing broadcast attribution versus all locations. 

For example, if radio spots are only airing on a station in Santa Monica, California, it may make sense not to count website visitors from New York City as possibly being influenced by those ads. On the other hand, a visitor normally from New York City could be visiting Santa Monica, but still have their computer IP address indicate New York, so an argument could be made either way.

For this reason, broadcast touchpoints are, by default, looking at traffic from all locations to see if the visitor meets the criteria for possible attribution credit. If they meet all the other factors such as the attribution window, and the channel they came from, then that visitor could be counted as influenced by broadcast, regardless of their IP address.

Geo-fencing in LeadsRx is done based on the Nielsen Designated Market Areas (DMA). Most advertisers find this the most convenient targeting.  

Each DMA encompasses surrounding cities. What cities are included in each DMA are decided by Nielsen and could change over time. More than one DMA may be included for one touchpoint.

• Example - San Francisco-Oak-San Jose

This would be the San Francisco bay area and would include all of San Francisco, Oakland, and San Jose as well as Silicon Valley and beyond.

Note: Nielsen does not provide a listing of exactly what areas makes up each DMA, but doing a web search  like "us map nielsen designated market areas" can provide some insight.