Why do two foot traffic systems report different numbers for the same store?
Two foot traffic systems report different numbers for the same store largely because the providers behind them use different measurement methodologies. Research on EU local retail found that footfall measures are less reliable because different providers of data use varied methodologies, which poses difficulties for comparability and joint analysis between cities 1.
Where the divergence comes from
- Provider methodology is the stated cause: footfall figures from different providers are difficult to compare with one another 1.
- Some traffic figures are produced by modelling rather than by direct counting. In one study, traffic for each store type was modelled statistically and then segmented into trips where digital devices were used before the trip, during the trip, both, or not at all 2.
- Modelled outputs carry declared uncertainty. The same study presented its digital influence projection alongside a +/- 10% sensitivity range 2.
Why the gap matters
Because footfall figures from separate providers resist joint analysis, comparing one system's count against another's, or pooling them across locations, is unreliable 1. That matters where the data feeds decisions: foot traffic patterns are analysed together with purchase history and external factors to optimise store layout and design 3. Two systems can each be internally consistent while disagreeing on the same store, so the practical step is to fix one methodology as the reference for a given comparison 1.