Passers-by and line-based data

Zone-based data tells you what happens inside a defined area. But some of the most important questions, such as how many people walked past without entering, or what share of people passing a display actually stopped, require a different measurement. Line-based data in Indivd captures traffic crossing a specific threshold, giving stores, malls, and airports a way to measure exposure and conversion at the point level.

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This article contains the following topics:

• The difference between zone and line data
• Stores
• Malls
• Airports
• Getting started

The difference between zone and line data

A zone measures visitor presence and dwell time within an area. A line measures crossings at a specific point, typically an entrance, corridor, or display front. The two are complementary: zone data tells you where people spend time, line data tells you how many people passed a given point and from which direction.

Passers-by, in the context of Indivd, refers to people counted by a line sensor who crossed that threshold but did not necessarily enter or dwell in the associated zone. This makes it useful for measuring exposure: how many people had the opportunity to engage, regardless of whether they did.

Line-based data is also more granular in time. While zone data is always aggregated to hourly buckets, line data can be viewed down to per-minute resolution using the interval selector in the dashboard.

Stores

For stores, line-based passers-by data answers a question zone data cannot: of everyone who walked past your entrance or a specific fixture, what share came in or engaged? This conversion rate is a direct signal for window display effectiveness, signage placement, and the commercial impact of your facade. Retailers using this metric can run controlled tests, changing a display and comparing the before/after conversion rate with a defined measurement window.

Malls

For malls, line sensors on key corridors and anchor entry points give you a clearer picture of traffic routing through the centre. Comparing line counts between corridors helps identify which paths are underperforming relative to their potential, informing tenant placement decisions and the commercial value of specific locations.

Airports

For airports, line-based data at the boundary between landside and commercial airside is the foundation of qualification rate measurement: the share of total passenger traffic that enters the commercial zone. This is one of the most direct levers on retail and F&B revenue, and line sensors placed at the right points give you real-time and historical visibility into that rate.

Getting started

Line sensors are configured during installation. If your location does not currently have line-based coverage and you want to add it, contact your Indivd account contact at support@indivd.com.