Visit Frequency

Visit frequency is a location analytics metric that counts the number of times an individual device (representing a consumer) visits a particular venue—such as a store, restaurant, or shopping center—within a defined time window, typically a month, quarter, or year. It complements visit volume (total visits) and dwell timeDwell TimeDwell time measures the duration a visitor spends at a specific location, such as a store, mall, or point of interest... (visit duration) to provide a complete picture of how consumers engage with physical locations over time.

Visit frequency is derived from longitudinal mobile device location data. Location data providers track anonymized device identifiers over extended periods, associating each device with the venues it visits by matching GPSGPSThe Global Positioning System (GPS) is a satellite-based navigation system operated by the U.S. Space Force that prov... or Wi-Fi signals against geofenced venue boundaries. A device that appears at the same coffee shop geofence on 18 separate days in a month has a visit frequency of 18. Providers typically report visit frequency as an average across all observed visitors to a venue, as well as frequency distributions (e.g., the share of visitors who come once, 2–4 times, 5–10 times, or 10+ times per month).

Visit frequency is a powerful indicator of store loyalty and format type. High-frequency venues—such as grocery stores, coffee shops, and fitness centers—depend on habitual, repeat visits. Low-frequency venues—such as furniture stores, car dealerships, and specialty retailers—rely on fewer, higher-value transactions. Comparing visit frequency across competitors reveals relative loyalty: if a coffee chain's customers visit 12 times per month while a rival's customers visit only 8 times, the first chain has a stickier customer base.

Retailers monitor visit frequency to measure the effectiveness of loyalty programs, promotional events, and store renovations. A successful loyalty program launch should increase visit frequency among enrolled members. Site selectionSite SelectionSite selection is the analytical process of evaluating and choosing optimal physical locations for new stores, facili... analysts evaluate whether a proposed location's trade area contains consumers with high category visit frequency—indicating an established habit of frequent trips in that category. Real estate analysts compare visit frequency trends across a portfolio to identify stores gaining or losing customer engagement.

Visit frequency measurement depends on consistent device observation over time, which can be affected by device changes, privacy opt-outs, and app uninstalls. Short observation windows may not capture the true frequency of low-frequency categories. Distinguishing between separate visits on the same day (e.g., morning and afternoon coffee runs) requires careful dwell-time and time-gap logic. Visit frequency is a deceptively simple metric with profound strategic implications. By revealing how often consumers return to a location, it provides a direct measure of behavioral loyalty that complements transactional data and helps brands understand the habitual patterns that drive sustained revenue.