What is Footfall Metrics Group?

 

The Footfall Metrics group consists of five indicators related to guest mobile device presence. These include the Daily Traffic Indicator, the First-Time Visitors Indicator, the Average Dwell Time Indicator, and the Popular Visit Times Indicator.

Fundamental to understanding the data in the Footfall Metrics group is understanding what constitutes a visit and, consequently, a visitor. When the application senses a guest’s mobile device, that guest is initially classified as a passer-by. This will usually be the case when a guest mobile device comes near but not into the location, or when the guest mobile device enters the location but leaves in fewer than five minutes. When a guest mobile device has been continuously present for a minimum of five minutes, their status in the application is changed to that of a visitor.

An exception to this rule is made when someone who attends the location for fewer than five minutes logs on to the Wi-Fi network. In these cases, even though their visit is fewer than five minutes, they are classified as a visitor.

The distinction between passers-by and visitors is important because, in all metrics except the Daily Traffic indicator, the data presented are concerned only with visitors and not with passers-by.

All indicators in this group are affected by the settings of the Locations and Date Range devices. Each indicator in this group will function properly on whether or not guests ever connect to the location’s Wi-Fi system.

 

Daily Traffic Indicator

The Daily Traffic indicator provides an indication of the number of guest mobile devices present in customer locations. The large number represents the average number of visitors attending the selected location(s) during the selected date or date range. The circle graph indicates the number and relative proportions of visitors (darker segment) and the number of passers-by (lighter segment). The percentage shows the capture rate. This is the percentage of all guest mobile devices (visitors and passers-by) that remained at the location for longer than five minutes and thereby became captured as visitors.

Also shown on this indicator is the number of unique visitors that attended the location during the date range selected. This number has been de-duped, so that it counts each visitor only once, regardless of how many times s/he visited the location during the selected period. The number of unique visitors is a subset of the total number of visitors (darker segment on the circle graph) for the period. This feature is currently in Beta Testing, so it should not be relied upon until confirmed that it is providing accurate data.

 

First-Time Visitors Indicator

The large number in the First-Time Visitors indicator represents the number of visitors who attended the selected location(s) for the first time, during the selected date or date range. The circle graph depicts the relative proportion of first-time visitors (darker segment) and returning visitors (lighter segment). The percentage within the circle graph shows the percentage of all visitors during the selected period who attended the location for the first time.

If a visitor attends a location multiple times during the selected date range, they will still be counted among first-time visitors so long as their first visit occurred during the date range.

 

Average Dwell Time Indicator

The Average Dwell Time indicator displays the mean average dwell time for all visitors attending the selected locations during the specified date or date range. It also includes a bar graph showing a frequency distribution of visitors in 15-minute increments up until the first hour, and 30-minute increments thereafter.

It is important to remember that guest mobile devices who are within range of the access point for fewer than five minutes are classified as passers-by and not visitors. Consequently, the “15” bar represents only those guest mobile devices who are present for greater than five but fewer than 15 minutes. 

Popular Visit Times Indicator

The Popular Visit Times indicator displays a line graph depicting the number of visits by each hour for every hour of the day. The number shown for any particular hour represents the number of visits counted for the following hour.

By default, the indicator shows the average number of visits for all dates in the selected date range. A drop-down menu on the indicator allows users to select a specific day of the week. When a day is chosen, the indicator will immediately recalculate and display the average traffic for only that day of the week, for all dates in the selected range.

If the date range selected is one week or less, then the data shown when a specific day is selected is for one day only. In this way, it is possible to review actual foot traffic by the hour for a single day. This is useful for isolating the effects of a local event such a parade or road closure.

Average Dwell Time Indicator

The Average Dwell Time indicator displays the mean average dwell time by the hour for all visitors attending the selected locations during the specified date or date range. It also includes a line graph showing a frequency distribution of visitors in 2 hours increments.