What is LatLon Attribution and how is it calculated?

Latitude and Longitude is calculated using Google Geocoding API and the address supplied in the sales record. The api resolves to a residential address at a 100 meter radius.

This sales record lat lon is then compared to lat lon in pageviews where location has been approved on the website. 99% of the time, this is from Third Party sites. The lat lon captured in the pageview is where the user and device exist at the time of the visit. Therefore shopping on my phone at Starbucks will not attribute to my sale via lat lon. Nor would shopping from the office on my work laptop.

LatLon Schedule

This runs daily, there is really no lag (like there is with Tapad and LiveRamp).  LatLon should process on the same timing as matching and offline attribution (typically 1 day assuming no failures of the Matching/Clicktrails DAGs nightly run).

LatLon Troubleshooting

Latlon attribution is based on addresses. If there is no/low Latlon attribution:

1. Check the Looker Sales Dashboard - Sales Standardized tile to ensure that the dealer's Sales data contains addresses.  Any sales that do not contain a complete, valid address, will result in lower LatLon attribution as LatLon is based on the address.
2. Verify that all address columns are being ingested into sales_raw properly (if not, it could be a column mapping issue)