Store openings and closures

temporal

A 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

Admin polygons → H3 (weighted crosswalk) weighted
Point+radius → H3 approximate