WiFi analytics uses your store’s wireless network – mainly the guest WiFi – to estimate visitor numbers, how long people stay, and how many are returning. It is useful for trends, limited by phone privacy features, and needs to be set up carefully to stay on the right side of privacy rules.
Part of our retail technology series – see retail WiFi setup and managing store WiFi.
What it can measure
- Visitor counts and busy periods by day and hour
- Dwell time – how long people stay
- New versus returning visitors (approximate)
- Capture rate – passers-by versus people who came in
- Rough movement between zones, with enough access points
What it can’t
- Precise headcounts – phone address randomisation undercounts
- Individual tracking – and you should not try
- Anything without disclosure in your guest WiFi terms and privacy policy
- Staff-versus-customer separation, unless configured
Doing it right
- Put analytics on the guest network, separate from payment and staff systems (see WiFi security)
- Disclose it in the WiFi splash page and privacy policy
- Use it as aggregate footfall data, not personal data
- Pair it with a door counter if you need accurate raw numbers
- Feed the trend data into your retail dashboard
Retail WiFi guides
Want guest WiFi with analytics done properly? See our network setup service or talk to our Edmonton team.
Frequently asked questions
What is retail WiFi analytics?
Using the WiFi network – mainly the guest network – to estimate visitor counts, dwell time, new versus returning visitors and rough movement between zones, from devices probing for WiFi.
Is WiFi analytics a privacy risk?
It can be. Modern phones randomise their WiFi address, which limits tracking, and you must disclose analytics in your guest WiFi terms and privacy policy. Treat it as aggregate footfall data, not individual tracking.
Is it accurate?
Directionally. It is good for trends – busier days, longer dwell after a layout change – and poor for precise headcounts. Door counters are more accurate for raw numbers.
How does Scandifix help?
We set up guest WiFi with analytics configured correctly and privacy-safe, as part of our network setup service, and feed the data into your retail dashboards.