Foot Traffic
Total number of customer visits to a store or website in a given period
What is Foot Traffic?
Foot traffic is the number of people visiting a store, counted by door counters, or the number of unique website sessions for an online business. It shows how many potential customers arrive.
Traffic is the starting point for sales, since a shop can only sell to people who come in.
How this KPI is measured
- Function
- Sales
- Sub-function
- Store Productivity
- Industry
- Retail
- Type
- Leading
- Impact
- Operational
- Unit
- #
- Measurement frequency
- Daily / Weekly
- Formula
- Count of in-store visitors (via counter) or unique website sessions
How to calculate it
Count the in-store visitors using a door counter, or the unique website sessions.
For example, if a store's counter recorded 18,000 visitors in a month, foot traffic is 18,000.
Compare with the same period last year and combine with conversion rate, since more visitors only helps if they buy.
Where it is used
Measuring appeal
See how many people come.
Testing marketing
Check the effect on visits.
Planning staffing
Match staff to busy times.
How to improve it
Tips and common mistakes
- Traffic without sales suggests a conversion problem.
- Weather and events affect counts.
- Exclude staff from counts.
More Sales kpi library
Build better plans, faster
Join the waitlist for early access to curated insights, flexible templates, and rapid iteration across strategy, planning, and project management.