Location interest versus presence

advertising

'Location interest' segments (built from search, content consumption, or app category signals about a place) are conflated with physical visitation, but a user searching for a location has not necessarily been there.

Detection

Segment provenance is content/search-derived rather than location-observation-derived, while being marketed or reported as a presence audience.

Mitigation

Label interest-based and presence-based segments distinctly in all reporting
Never blend interest and presence audiences into a single reported reach number

Affected conversions

Point → H3 exact
Point+radius → H3 approximate