Visitor Profile
The lifestyle and interest profile of a location's visitors, as shares across visitor segments.
What does Visitor Profile tell me?
Visitor Profile describes the lifestyle and interest makeup of a location's visitors. It groups visitors into segments and reports each segment's share of the visitor base.
Values are shares of the estimated visitor base, not head counts, so they describe the mix of visitor types rather than how many there were.
What questions does it answer?
- What kinds of people, by lifestyle and interests, visit here?
- Which visitor segments over-index at this location?
- How does the audience profile differ from another location or a baseline?
- How does the mix shift over time?
Reading this cadence
The profile is summarised over the period this page covers; a longer cadence gives a more stable read for audience and positioning work.
How it's produced
The visitor base is classified into interest and lifestyle segments and expressed as shares of that base.
How to read it
- Shares, not counts. Read a segment against a baseline to spot over-indexing rather than in isolation, and pair with a Foot Traffic count for approximate volumes.
- Small segments may be suppressed for privacy.
Related metrics
- Visitor Demographics, the age, gender, and income profile of the same visitors.
- Foot Traffic, how many visitors this profile is drawn from.
Country- and dataset-specific behaviour (coverage, geography units, exclusions, release timing) is documented on each dataset in its country catalog.
Schema
This is the standard schema for the metric. Always check the schema on the specific dataset you're using, since small variations may occur per country, map, or cadence. See the list of datasets using this metric below.
Map columns (e.g. ZIP code, state, brand, polygon) are usually exposed on each dataset as available columns that aren't included by default. They're not listed here because each dataset is connected to a different map and therefore has a different set of map columns available. Open a specific dataset below to see its full schema.
| Column | Type | Description |
|---|---|---|
| location_id | STRING | Unique identifier of the location. |
| segment_family_id | STRING | Identifier of the visitor segment group. |
| segment_family | STRING | Name of the visitor segment group. |
| observation_start_date | DATE | Start of the observation period. |
| observation_end_date | DATE | End of the observation period. |
| people_fraction | FLOAT | Share of the location's visitors in this segment. |
Datasets using this metric
See also
Metrics that are commonly read alongside this one.