Cost per Store Visit
Average marketing cost attributable to driving one physical customer visit to a store
What is Cost per Store Visit?
Cost per store visit is the average in-store marketing spend needed to bring one attributed visit to a store. It shows how efficiently marketing drives foot traffic for retailers.
For businesses that sell through physical shops, visits are the first step towards a sale, so the cost of each visit is a key efficiency measure.
How this KPI is measured
- Function
- Marketing
- Sub-function
- In-Store & Retail Marketing
- Industry
- Retail
- Type
- Lagging
- Impact
- Efficiency
- Unit
- $
- Measurement frequency
- Monthly / Quarterly
- Formula
- Total in-store marketing spend / Number of attributed store visits
How to calculate it
Divide total in-store marketing spend by the number of attributed store visits.
For example, if 20,000 was spent on a campaign and 8,000 visits were attributed to it, the cost per visit is 20,000 / 8,000 = 2.50.
Attribution is the hard part. Methods include location data from opted-in devices, redeemed vouchers and footfall counters, and each has limits. Use one method consistently.
Where it is used
Comparing traffic-driving activity
Judge campaigns and channels by the visits they produce.
Planning local marketing
Estimate the spend needed to reach a footfall target.
Linking to sales
Combine with conversion to estimate the cost of a sale.
How to improve it
Tips and common mistakes
- A visit is not a sale. Track conversion of visitors too.
- Respect privacy laws when using location data.
- Cheap visits from low-value shoppers may not be worth it.
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