For years, marketing professionals have had a plethora of tools to precisely measure key performance indicators (KPIs) in the online commerce landscape. These platforms enable the analysis of merchant site traffic, optimization of customer journeys, and real-time strategy refinement. However, when it comes to understanding the physical commerce space, these professionals often find themselves at a loss. This gap poses a significant challenge, as it can lead to uninformed decisions and, consequently, ineffective business strategies.