People and visits

Footfall

The number of entries into a location or zone during a selected period.

Footfall shows traffic volume, peak periods and changes over time. It measures entry events, not distinct people. One person entering twice contributes two entries to footfall.

Ideal visitor

A visitor who matches the audience profile that creates the most value for a location or organization.

Ideal visitor analysis compares how effectively different locations attract and engage their intended audiences. It shifts the focus from attracting more people to attracting more of the right people.

Ideal Customer Profile (ICP)

A defined profile of the visitors a location aims to attract, engage and convert.

An ICP helps organizations measure how effectively locations attract and retain their intended audiences. It should be treated as a testable hypothesis and refined using observed visitor behaviour and commercial outcomes.

Demographic Classification

The classification of anonymous visitor observations into defined demographic groups for aggregated analysis.

Demographic Classification shows how different visitor groups behave across locations and zones. These insights can inform decisions about product mix, staffing and visitor targeting without identifying individuals.

Passer-by

A person who passes a location or zone entrance without necessarily entering it.

Passer-by traffic represents the available opportunity outside an entrance. Comparing anonymous passer-by and entrance counts shows how effectively a storefront, tenant or location converts passing traffic into visits.

Qualified visitor

A visitor who meets the engagement criteria defined for a location or zone.

Qualification separates genuine engagement from raw traffic. Rules can be defined at organization, location and zone level to provide a clearer view of real commercial opportunity.

Returning visitor

An anonymous visitor recognized as having visited again within the applicable measurement period.

Returning visitors indicate repeated engagement rather than one-time traffic. Repeat behaviour is measured without identifying individual people.

Staying visitor

A visitor who remains in a location or zone beyond the defined bounce threshold.

Staying visitors provide a more meaningful view of the people who gave a space an opportunity to engage them. Configurable duration thresholds distinguish staying visitors from short visits.

Unique visitor

A distinct anonymous visitor counted once within the selected context and time period.

Unique visitors remove repeated counting when the same anonymous visitor enters a zone more than once. Privacy-protecting re-identification distinguishes unique visitors without establishing anyone’s identity.

Visit

An entry into a defined location or zone during a selected period.

The same person can generate more than one visit by entering a zone repeatedly. Visits and unique visitors are therefore separate metrics: one measures entry volume and the other measures distinct anonymous visitors.

Spaces and movement

Average zones per visit

The average number of distinct zones explored during a visit.

This metric shows how broadly visitors move through a location. Zone-level visitor journeys reveal whether people explore the space or remain within a limited number of areas.

Cross-conversion

The share of visitors who progress from one defined zone to another during the same visit.

Cross-conversion shows how effectively a layout, route or destination moves visitors toward a desired next area. It is calculated using anonymous visitors who reached both selected zones.

Cross-visitation

The overlap between the visitors who visit two or more zones.

Cross-visitation reveals how strongly different areas share visitors. Anonymous unique visitor data can identify weak connections between departments, tenants, commercial areas or adjacent zones.

Line crossing

A directional crossing event recorded at a defined boundary in a camera view.

Line crossings measure movement through entrances, exits, aisles or floor boundaries. A crossing is an event and does not necessarily represent a unique person.

Visitor flow

The pattern of movement through and between areas of a physical location.

Visitor flow shows how people progress through a space, where routes concentrate and where movement drops off. It can be visualized using journeys, funnels, cross-visitation and zone-level insights.

Visitor journey

The anonymous sequence of zones a visitor moves through during a visit.

Visitor journeys reveal common routes, skipped areas and points where engagement changes. Privacy-protecting re-identification connects anonymous zone activity into a journey without identifying the visitor.

Zone

A defined physical area that an organization wants to measure.

A zone can represent an entire location or a specific area such as an entrance, department, mall wing, gate lounge or commercial area. Traffic, engagement and movement can be measured within each configured zone.

Zone-based insights

Measurements that explain what visitors do within defined areas of a physical location.

Zone-based insights go beyond entrance counting to show where visitors go, how long they stay and how they move between areas.

Engagement

Average dwell time

The mean time visitors spend in a location or zone.

Average dwell time is calculated by dividing the combined measured duration by the number of included visits. It should be viewed alongside the median, quartiles and outliers because unusually long visits can pull the average upward.

Bounce

A visit that ends before the configured bounce threshold is reached.

A bounce represents a short visit with limited opportunity for engagement. The duration threshold can reflect the intended behaviour of each zone.

Bounce rate

The percentage of visits that end before the configured bounce threshold.

Bounce rate shows how often a location or zone loses visitors shortly after entry. A high rate can indicate a mismatch between what attracted people and what they experienced after entering.

Bounce threshold

The maximum visit duration used to classify a visit as a bounce.

The threshold defines the boundary between a bounce and a staying visitor. It can be configured by zone because meaningful engagement takes different amounts of time in different spaces.

Crowdedness

The number of visitors present in a zone at the same time.

Crowdedness provides context that traffic totals cannot. Combined with bounce rate and dwell time, it can show whether congestion is affecting experience, staffing, queues or sales.

Drop-in rate

The share of passers-by who enter a location or zone.

Drop-in rate connects the opportunity outside an entrance with actual entry. It is calculated using independent anonymous counts of passers-by and entrants.

Dwell time

The amount of time a visitor spends in a location or zone.

Dwell time adds engagement context to traffic. It shows whether an area holds attention and how engagement differs across locations, zones and periods.

Dwell-time outlier

A visit duration that is unusually short or long compared with typical visits.

Short outliers may represent immediate exits or passers-by, while long outliers may represent staff presence. These visits can be filtered without changing the underlying data.

Dwell-time quartile

A boundary that divides ordered visit durations into four equal groups.

Q1 marks the point below which the shortest 25% of visits fall, while Q3 marks the point below which 75% fall. Quartiles show the typical range and variation of engagement.

Median dwell time

The middle dwell-time value when all measured visits are ordered by duration.

Half of the visits are shorter than the median and half are longer. Because extreme values have less influence, the median can provide a more representative picture of a typical visit than the average.

Total dwell time

The combined time all included visitors spend in a location or zone.

Total dwell time captures overall engagement volume. It should be viewed alongside footfall and average or median dwell time to separate audience size from time spent.

Funnels and performance

Average order value (AOV)

The average revenue generated by a completed transaction.

AOV adds commercial context to visitor conversion. It can be configured at organization, location and zone level to estimate the revenue potential associated with visitor engagement.

Comparison period

A previous or parallel time range used as a benchmark for current performance.

Comparison periods show whether performance improved, declined or remained stable. They can be applied across dashboards and visitor-data queries.

Conversion rate

The percentage of an eligible visitor group that completes a defined outcome.

A conversion rate is only meaningful when its denominator matches the question. A rate based on passers-by measures something different from one based on entrants or qualified visitors.

Drop-off

The visitors who do not progress from one funnel stage or zone to the next.

Drop-off identifies where a visitor journey loses momentum. The location of the drop-off can show whether the issue lies in attraction, layout, relevance, wayfinding or engagement.

Qualification Rate

The percentage of visitors who meet the defined qualification criteria for a location or zone.

Qualification Rate separates meaningful engagement from raw traffic. In airport environments, it can show the share of passengers or visitors who reach and engage with defined commercial areas.

Return on investment (ROI)

The value created by an action compared with the cost of that action.

ROI connects changes in visitor engagement, conversion and value with the investment behind a campaign, layout, staffing decision or experience improvement.

Uplift

The improvement in a selected metric following an action or change.

Uplift compares performance before and after an intervention. It can show whether a campaign, layout, tenant, staffing or merchandising change improved results.

Visitor funnel

A sequence of measurable stages that visitors progress through in a physical location.

A visitor funnel can begin with passers-by, continue through entry and engagement, and end with qualification or purchase. It brings online-style funnel analysis to physical locations.

Visitor value

An estimate of the commercial value associated with a visitor or zone visit.

Visitor value connects behaviour with revenue potential. Conversion rates and average order value can be combined to estimate what engagement in a particular location or zone may be worth.

Data and measurement

Absolute Accuracy

A strict measure of counting accuracy in which every error is counted independently.

A missed entry and a missed exit are counted as two separate errors. Overcounting does not cancel undercounting, and no smoothing is applied.

Indivd publishes a minimum Absolute Accuracy of 95%, measured at a 99.99% confidence level.

Aggregation

The grouping of visitor data into a defined time interval or spatial level.

Aggregation determines how detailed a result is. Examples include hourly, daily, monthly and zone-level aggregation. Time-based and zone-based aggregation can be used across dashboards, exports and API data.

Confidence Interval

A range used to express the uncertainty associated with an estimate or validated result.

The confidence level describes how strongly the method supports that range. Indivd reports its published Absolute Accuracy at a 99.99% confidence level.

Quality Assurance

The process used to verify that cameras, counting lines, zones and data pipelines continue to produce reliable visitor data.

Quality Assurance checks the measurement conditions, system operation and resulting counts. It supports traceable accuracy rather than relying on smoothed totals or allowing overcounting to cancel undercounting.

Technology and privacy

AI vision engine

The technology that converts camera input into accurate, anonymous visitor insights.

Indivd’s patented cloud AI vision engine works with existing 2D cameras. It measures visitor counts, movement and engagement while supporting enterprise accuracy, scale and privacy.

Anonymization

The irreversible transformation of data so it cannot be linked to an identifiable person.

Image data is deleted within milliseconds, while anonymous statistical insights are retained rather than identities, images or biometric data.

Biometric data

Personal data produced through technical processing that allows or confirms a person’s unique identification.

Facial recognition is one example of biometric identification. Indivd does not use facial recognition or store biometric data to identify visitors.

Computer vision

AI technology that interprets visual input to detect and measure activity in the physical world.

Computer vision can convert short-lived camera input into anonymous visitor statistics. This enables deeper measurement than traditional people counters without storing images or identifying individuals.

Data Protection Impact Assessment (DPIA)

A structured assessment of how a processing activity may affect privacy and how identified risks will be managed.

A DPIA documents the purpose, necessity, proportionality, risks and safeguards of a deployment. Indivd provides practical DPIA guidance and supporting documentation for its visitor-intelligence services.

Group Anonymity Token

A temporary anonymous token used to connect observations belonging to the same visitor without establishing the person’s identity.

The Group Anonymity Token supports measurements such as unique visitors, visitor journeys and cross-visitation. It is deleted after three hours.

People counting

The measurement of entries, exits or crossings within a defined physical area.

Traditional people counting focuses on traffic volume. It does not, on its own, explain unique visitors, engagement, journeys, qualification or visitor value. Indivd builds beyond this legacy category.

Privacy by design

An approach that builds privacy safeguards into a system from the outset.

Data minimization, anonymization, security and transparency are treated as core architectural requirements. Camera input is converted into anonymous statistics without retaining identifiable images or biometric data.

Re-identification (ReID)

Technology that recognizes the same anonymous visitor across observations without establishing the person’s identity.

ReID answers whether separate observations belong to the same anonymous visitor, not who that visitor is. It supports unique visitor counts, journeys, cross-visitation and funnel insights.

Visitor intelligence

The measurement and interpretation of how people arrive, move, engage and create value in physical spaces.

Visitor intelligence brings online-style clarity to real-world locations. It connects traffic, behaviour, journeys, qualification and commercial outcomes so organizations can understand what is happening and improve performance.