Each entry is counted separately in visit and traffic metrics, while the person behind both entries is counted once as a unique visitor 1.
How the two counts differ
In-store traffic is the number of measurable shoppers in-store, recorded at zones such as the entrance, screens, shelves, aisles and check-out, so a shopper passing the entrance a second time registers again 1. Unique visitors is a count of unique people in the store, and that metric is what allows unique and returning visitors to be told apart, in the way unique traffic works in digital advertising 1.
Repeat behaviour within a day
Repeat customer and purchase frequency metrics measure shoppers buying the same product within a defined timeframe, excluding activity in the same session 1. IAB Europe applies the same logic to trips: where 5 different transactions are linked to one customer who bought the brand for the first time during a campaign period, 1 transaction is treated as new-to-brand and 4 as repeat brand purchases, giving 20% 2. The second trip of the day therefore counts as a trip, with the shopper classed as new to brand only once 2.
Visit boundaries in dwell time work
Azira bounds each visit by an entry and an exit, separating inner dwell time, the time the device has spent in the store, from outer dwell time, the span between the last point before entry and the first point after exit 3. The Dwell Time report returns one row per study location, carrying total visitors alongside measured inner visits and measured outer visits, so visits and visitors are reported as distinct figures 4.