The top chart includes a history chart that plots the metrics across the observation period. In the history chart, each value represents the average value of the metrics for each time slot (for example a day) represented in the chart. The spot values on top of the chart, instead, represent the average value of the selected metric across the entire observation period.
The metrics in this chart are:
- Visit duration: this is the average duration of the visits.
The time visitors spend in the store is a good proxy of engagement. By tracking the history of this metric, brands can understand what store marketing initiatives are working and which ones don’t keep visitors engaged - Bounce Rate: this metric represents the percentage of visits shorter than a threshold (customizable) minutes.
This metric, for example, helps measure the effectiveness of promotions displayed in the store entry area to capture visitor attention. - Attraction Rate: this metric is a proxy of the attractiveness of the store, and it is calculated as the percentage of foot traffic detected in the proximity of the location that is converted into an actual visit.
By comparing this value across multiple stores, the client can, for example, identify what displays and window setups work better for attracting visitors. - Returning Rate: a returning visit represent a visit done by an individual that already visited the brand before that specific event. The returning rate reported for a specific time slot is computed as the percentage of visits in that time slot that are classified as returning.
If a device does a visit on day 1 and then a second visit from the same device on day 2, the second visit is classified as "returning". Note that a visit is considered returning only if the previous one happened on a different day.
The Returning Rate is a proxy for customer loyalty and its evolution can help assess the effectiveness of retargeting campaigns and customer satisfaction.
The second chart is a histogram that shows the distribution of the Visit duration, to help you understand, other than the average value shown above, how the metric is actually distributed.
The last history charts represent the value of the Traffic Index. Traffic Index is a proxy for the store traffic. While it can't tell exactly how many visitors visited during a certain period, this metric will help you understand how traffic intensity changes over time or how different stores perform compared to each other. Traffic Index is still represented with a number to facilitate comparison in time and across the stores, but it actually does not represent a count of visits or visitors.
