Footfall & traffic metrics explained
Understanding the difference between Unique Visitors and Total Traffic is essential for interpreting Avia's data correctly.
Unique Visitors
Unique Visitors counts each individual person once per day, regardless of how many times they enter and exit the store.
Example: A staff member who walks in and out 10 times during their shift counts as 1 unique visitor — not 10.
This is the metric that matters for conversion rate. If you measure conversion against Total Traffic, staff re-entries inflate the denominator and artificially deflate your conversion rate — especially in small or luxury stores where a handful of staff entries can represent a significant share of total counts.
Avia's deduplication is a key differentiator. Almost no other traffic counter on the market performs this de-duplication, which is also what enables Average Session Duration — since unique entry and exit times can be tracked per individual.
Total Traffic
Total Traffic counts every entry event — including re-entries by the same person.
This metric is useful for understanding physical door activity (e.g., for security or operational purposes) but should not be used for conversion rate calculations.
Conversion Rate
Conversion Rate = Transactions ÷ Unique Visitors × 100
Avia calculates this using Unique Visitors as the denominator, giving you an accurate picture of what percentage of actual customers made a purchase.
Average Session Duration
Because Avia tracks each unique visitor's entry and exit timestamp, it can calculate how long each person spent in the store. The dashboard shows the average across all visitors for the selected period.
This metric is unique to Avia — traditional traffic counters that only count entries cannot calculate session duration.
The toggle
The Unique Visitors / Total Traffic toggle at the top of the dashboard switches all metrics across the entire screen — not just the headline number. When toggled to Total Traffic, conversion rate and other metrics recalculate against total entries rather than unique visitors.
Most merchants should work in Unique Visitors mode for day-to-day analysis.
If traffic numbers look incorrect
If traffic numbers look higher or lower than expected, first check the selected store, date range, and metric mode.
Before contacting support, confirm that:
The correct store is selected
The correct date range is selected
You are viewing the correct mode: Unique Visitors or Total Traffic
The store was open during the selected dates
The device serial number is assigned to the correct store
Store opening hours are configured correctly in Store Management
Total Traffic and Unique Visitors are calculated differently, so the numbers may not match.
Total Traffic counts every entry event, including re-entries by the same person. Unique Visitors counts each individual person once per day.
Need help?
If traffic numbers do not look correct after checking the selected store, date range, metric mode, and opening hours, contact Avia support at support@retailogists.com.
When contacting support, include:
Store name
Selected date range
Whether you are viewing Total Traffic or Unique Visitors
A screenshot of the dashboard
Which number looks incorrect