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Store openings and closures
TemporalA store location list used for trade-area or catchment geometry goes stale as locations open, close, or relocate; targeting or measuring against a closed store's geometry wastes spend and biases lift measurement toward zero.
Detection
Store master list last-verified date exceeds the freshness SLA, or a store's activity signal (POS, footfall) drops to zero while still listed active.
Mitigation
- Refresh the store master against a POS or footfall feed on a fixed cadence, not just periodic manual audits
- Auto-suspend targeting/measurement for any store with a sustained zero-activity signal pending verification
Affected conversions
- Point+radiusH3
- Admin polygonsH3 (weighted crosswalk)