Capture rate, not footfall
Footfall tells you where people walked. Capture rate — completed interactions divided by estimated passers-by — tells you whether the activation actually worked. Anything above 25% on an open floor is strong.
Every digital activity we deliver logs completed sessions, so this number is available the morning after.
Share rate and organic reach
Track how many guests forward or post their output. Vertical video formats reliably outperform static photos here, which is why capture-based activations justify their higher day rate.
Ask for the delivery-email open and click data; it is the cheapest proxy for reach you will get.
Dwell time and data captured
Dwell time matters when the activation sits next to a product or a sales conversation. Opt-in data — email, consent, one qualifying question — is the metric that survives into the CRM.
Keep the form to three fields. Every extra field costs you roughly a fifth of completions.
// The takeaway
Agree on capture rate, share rate, dwell time and opt-ins before the brief is signed, and the post-event report writes itself.
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