Although a national fitness center advertises across digital channels, only consumers within a few geographic locations can sign up for a membership online. Prospective customers outside of these geos can visit one of the physical locations in person to secure a membership, which allows them to tour the gym and learn more about which membership is right for their needs. This presents a challenge for the fitness company as it can't effectively attribute online actions to offline conversions or adjust campaign strategies based on impressions and site visits alone.