Footfall Data & Analytics

Foot traffic analytics glossary: Get up to speed with footfall metrics and terminology

Written by Tony Loxton
Jan 13

If you’re new to the world of foot traffic analytics, getting to grips with the associated terminology can be daunting. To help you better understand the ins and outs of foot traffic analytics and the metrics you need to measure, we’ve defined these below, and explained how each relates to retail performance.

Before we get started, it’s helpful to remember that Blix Traffic identifies a visitor via their mobile device. One device can be registered as a walkby, visit, unique visitor, etc.

What is a walkby?

Blix foot traffic analytics registers a walkby when a device (visitor) is registered within a certain range of a Blix sensor. This may be outside your store, for an area measuring five square meters, for example.

What is a ‘visit’?

Blix Traffic registers a visit when a device is detected within the range of a Blix Traffic sensor. This is ‘probed’ or registered multiple times with a minimum of 30 seconds between the first and last detection. Counting each visit gives you insight into the number of people visiting your store between a certain period of time, for example: 43 visits recorded between the hours of 14:00 and 17:00.

What is a ‘unique visitor’?

Blix Traffic marks a device as a unique visitor when a device meets the ‘visit’ criteria as outlined above. Identifying the number of unique visitors to your store enables you to determine how many of the shoppers in your store are first-time visitors compared to repeat shoppers. This metric gives you insight into the efficacy of your marketing campaigns and the accessibility of your location, for example.

What is ‘average visit duration’?

This metric is the average time all ‘visits’ spend in your store, or the average dwell time. If your store’s average visit duration is three minutes during your busiest period, and coincides with a deficit in sales that day, for example, you might need to consider being able to gauge whether your staff are engaging shoppers effectively,

What is ‘bounce rate’?

Your bounce rate is the total percentage of devices (or visits) leaving the defined visit area within a set period of time. Blix Traffic is set by default to five minutes, but this time frame is customisable. Determining your bounce rate gives you crucial insight into several areas of your operations. A high bounce rate can indicate issues such as a lack of staff on the floor, insufficient staff training,negative customer experience, or a confusing store layout (among other things).

What is a ‘unique persistent device’?

Blix Traffic measures this metric as a means to eliminate the inclusion of staff and Wi-Fi-enabled office equipment into the total number of visits. This is measured by identifying the total number of devices that are in store for more than five hours over a 24-hour period.

What does ‘the days since last visit’ graph represent?

This graph is related to repeat visits, and is a visual representation (as a percentage) of the number of days between the first and second visit of returning customers. This metric can assist you in tracking patterns in repeat visit behaviour, and then make calculated decisions about marketing campaigns, loyalty programs and the like.

What is ‘frequency of visits’?

This foot traffic analytics metric is the number of times a device (as in visitor) visited a location (your store) during a set period of time. As with the ‘days since last visit’ metric, this is crucial data about your target market, enabling you to make informed decisions about your loyalty programmes and marketing methods.

What is the device manufacture?

This piece of information is the manufacturer of a detected device, for example an iPhone or Samsung.

What are Entries and Exits?

Entries represent the first location (in a defined area or department) of a device during a specific period of time. Exits are the last detected location of a device in a specific area or department during the pre-determined time period.

What is Combined Relative Performance

This metric is measured when Blix Traffic is implemented in two or more locations, for example, in two branches of the same franchise. This metric pinpoints the performance of each location in comparison to each other, based on two selected metrics, such as average visit duration and bounce rate. This information can provide insight as to the business’s overall performance, the efficacy of the brand’s marketing strategies, the buying power of target markets in specific locations, etc.

Blix Traffic is far more than merely foot traffic counter software – it’s an intelligent tool that makes measuring crucial metrics, like the above, simple. Find out more about how Blix Traffic can aid your store performance.

Learn more about Blix Traffic for retail

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