Retail Attribution

Retail Attribution In The Digital Space

retail attributionThe retail industry has undergone many changes in the past decade. With the rise of digital shopping, companies are constantly looking for ways of proving retail attribution offline and online. The ability to have increased accountability for every ad dollar spent is something that’s becoming more prevalent among all retail companies.

Email marketing, display ads, search engine marketing, social media ads, influencers; consumers are always exposed to an advertisement of some form whenever they look at a screen. This constant contact keeps consumers at some point in the sales funnel indefinitely. A problem arises in this process when it comes to retail attribution though. It is not only hard to identify what affected a consumer to convert, but there’s no unique identifier for each consumer across platforms a majority of the time.


retail attributionWhile some of these platforms have a way to measure campaign performance, not all of them directly show sales attribution. Companies can monitor campaigns overall to some extent. However, these tend to not be granular to the point of saying, this person saw an ad and they ended up converting. Many of the main platforms operate this way, while overall results are provided, there’s no way to see which individuals were truly affected and where.

Since offline sales are still the majority in the retail industry, retail attribution is even harder to accomplish. There isn’t a way for most companies to qualify whether or not a consumer saw an ad and then purchased in the store because of it. Even for online campaigns, justifying marketing spend isn’t always clear.

El Toro aims to fix these problems within the retail industry. All of our targeting methods are based on a physical address, meaning we clearly account for every sale we effect. Our technology allows us to match physical addresses to IP addresses. All of the houses we target are measured for campaign performance, proving retail attribution.

In a recent campaign run with a major player in the sneaker industry, we managed to prove this, generating significant results. By separating consumers from their CRM list into a target and control group, we measured the impact of our targeted ads. From a conservative ad spend and short campaign duration, we saw the following results:


retail attribution


Each of those sales came from a household El Toro delivered ads to. By focusing on this one customer identifier, we are able to prove retail attribution for online and offline sales. This has proved valuable across all industries and is currently the best way for companies to prove retail attribution from advertising spend.


Related Blog Posts
  • Understanding Ad Fraud in the OTT Landscape: A Comprehensive Guide

    The media landscape has undergone a significant transformation in recent years, with Over-the-Top (OTT) platforms emerging as a dominant force. As viewers increasingly shift from traditional broadcasting to OTT services, advertisers are keen to tap...

  • Engaging Consumers with IP Targeting this Black Friday

    While Kris Kringle might still hold the title for the best time to shop, nothing quite compares to the chaos that is Black Friday and Cyber Monday. Fun fact: the first ever Black Friday was...

  • Localized Ad Strategies: Making an Impact Close to Home

    Reaching a national audience is vital to some companies. But for many others, their best strategy is to reach those in their hometown. Local advertising is so impactful that in 2021, companies in the U.S....

  • Going Native: How to Blend in and Stand Out with Native Ads

    In recent years, native advertising has become a popular form of online advertising. Unlike traditional banner ads, native ads blend seamlessly into the content (and context) of a website or app, making them less intrusive...

El Toro Logo Bull

Ready to Run With the Bull?

Contact Us