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How do I add vehicle traffic data to my analysis

You can add vehicle traffic data using Custom Analysis settings to understand drive-by visibility and accessibility.

  1. Go to Settings
  2. Click on the Custom analysis tab
  3. Click on Add data
  4. Select Vehicle traffic
  5. Choose the traffic dataset you want to use
  6. Select the radius
  7. Choose which road types to exclude
  8. Click add dataset

What does each setting mean?

Radius

Defines how far from your location we look for nearby roads and traffic data.

  • Traffic is measured on road segments
  • The system picks the maximum traffic value within the radius

Excluded road types

You can refine your analysis by excluding irrelevant roads:

  • Exclude Highways
    Removes major highways (useful if your business does not target fast-moving traffic)
  • Exclude Highway exits
    Removes ramps/slip roads connecting to highways
  • Exclude all non-highway roads
    Keeps only highways and exits (useful for highway-focused businesses)

Best practices (with real examples)

1. High street retail (e.g., fashion store in city center)

  • Radius: 100–200m
  • Exclude: Highways + highway exits

Why: You only care about nearby city streets. Highway traffic is irrelevant and misleading.

2. Retail park / big box store (e.g., IKEA, Decathlon)

  • Radius: 200–500m
  • Exclude: Highways (optional), keep main roads

Why: Customers arrive via nearby arterial roads. Including connecting roads gives a better accessibility picture.

3. Highway service area / petrol station

  • Radius: 100–200m
  • Exclude: All non-highway roads

Why: Only highway traffic matters. Local roads would distort the signal.

4. Store near highway but targeting local customers (e.g., supermarket near exit)

  • Radius: 200–500m
  • Exclude: Highways, keep exits

Why: Highway traffic passes by but doesn’t convert. Exit traffic is more relevant.

5. City-wide benchmarking of multiple locations

  • Radius: consistent (e.g., 200m or 500m)
  • Exclude: consistent across all locations

Why: Consistency is critical for fair comparison, even if it’s not perfectly precise.

Key tips

  • Use smaller radius for precise, store-level traffic
  • Use larger radius to understand surrounding road network
  • Always exclude irrelevant road types to avoid inflated numbers
  • Remember: traffic shows visibility and accessibility, not actual visits