What is Geofencing?
Geofencing targets users based on real-time or recent location inside a defined area. It’s useful for local offers, events, and store proximity.
Understanding Geofencing
Platforms let you draw radii or polygons to include or exclude locations based on business needs. Accuracy varies by device and signal quality, so keep fences reasonable in size to avoid spillover. Smaller, intent‑rich zones (stores, venues) tend to perform better than oversized city‑wide fences. Pair geo rules with audience and placement controls to keep delivery clean. Use location language in creative where permitted to reinforce relevance.
Operational context matters as much as targeting. Update fences for pop‑ups, events, seasonality, and store changes. Align landing pages to the local message and inventory. Connect geofencing with dayparting so ads show during peak intent windows. Map geos to product sets (e.g., weather‑driven SKUs) to improve match. Refresh and audit fences regularly to maintain accuracy.
Why Geofencing matters
Geofencing matters because it increases relevance by showing nearby inventory and local promotions to people in specific locations during high-intent moments. Location targeting reaches users at events, near stores, or in shopping districts when they're most likely to act on your message. Efficient geofencing reduces wasted spend outside service areas or delivery zones, focusing budgets on audiences you can actually serve.
- Relevance: Show nearby inventory or local promos
- Timing: Reach people during high-intent moments (events, shopping trips)
- Efficiency: Reduce waste outside service or delivery areas
How geofencing works
Geofencing works by defining a location boundary and attaching campaigns or ad sets to it so only people within the area are eligible. Platforms evaluate device signals to determine location and include or exclude accordingly. Combine geofencing with time windows (dayparting) to hit peak hours. Map product sets to local demand and weather trends for relevance. Use exclusions to avoid overlapping nearby stores or competitor zones if needed. Audit delivery heatmaps to confirm that impressions align with intended areas.
Key Takeaways
- Geofencing targets users within a defined geographic boundary (radius around a location).
- Use geofencing for local events, store visits, competitive conquesting, or regional offers.
- Pair geofencing with catalog ads to show location-relevant products or inventory.
- Track store visits and foot traffic attribution to measure geofencing campaign impact.
