Core concepts
Catchment
The area a report covers around a site.
| Type | Type | Options |
|---|---|---|
| Radius | Straight-line circle | 0.5 to 10 km in half-km steps |
| Travel time | Area reachable by Drive, Cycle or Walk | 5, 10 or 15 minutes |
| True trade area | Where the site's observed visitors actually live | 50%, 70%, 90% or 100% coverage |
| Polygon | A shape you draw (Location Insights only) | At least 1 km² |
10 km is the maximum. In Compare and Cannibalization one catchment applies to every site. In Location Insights you can add several catchments to one analysis and view them side by side.
Residents vs visitors
- Radius, travel time and polygon describe people who live in the area. They do not change with the time window.
- True trade area describes people who visit the site. It changes with the time window.
Use residents to size the local market. Use visitors to understand who actually shows up. A downtown site may have few nearby residents but draw visitors from affluent suburbs, so the two views can differ a lot.
True trade area coverage
Neighbourhoods are ranked by how many visitors they contribute and the coverage level decides how far down the ranking the area extends. 50% is half your visitors, 70% is your core trade area and 90% to 100% is full reach including occasional visitors.
Time windows
Visit-based reports cover Last 7, 30, 60 or 90 days, Last 6 or 12 months, or custom dates up to 365 days apart. Default: Last 30 days. Windows count back from "Data as of", the latest date Factori has data for.
| Panel | Depends on time window? |
|---|---|
| Demographics (radius, travel time, polygon) | No |
| Area snapshot | No |
| True trade area | Yes |
| Visit trends and day-part | Yes |
Projects and analyses
A project is a named folder. An analysis is one saved piece of work inside it: a Location Insights report, a comparison or a cannibalization assessment. Opening an analysis replays stored results, so it is instant.
What can change after saving
You can add or change the catchment.
Changing the sites, floor areas or time window starts a new analysis and the app warns you first.
Updated about 7 hours ago