Measuring store footfall answers a question about observed movement. Relating this movement to campaigns requires other definitions and evidence. A coincidence in time does not demonstrate that the campaign caused the visit.
First, validate the count
Define what will be counted, the area covered, the period and operating conditions. A manual reference can help you compare the measurement and understand the error in specific conditions. Calibration and availability need to appear in the report so that a period of failure is not interpreted as no visitors.
Visits, occupancy and dwell time are different measures. The team must know which one is being used and how to handle repeat entries or changes to the environment.
Then, investigate the relationship with marketing
A campaign may coincide with a change in flow, but other conditions also change: time, calendar, weather, operation or local promotion. Before suggesting an explanation, document what was compared and what factors remained uncontrolled.
An aggregate analysis does not allow the assumption of an individual identity. Likewise, knowing a digital channel does not demonstrate that a specific person visited the store.
A separate project from the mobile installation
The physical measurement product of Bridgee needs evaluation by location, equipment and integration. The criteria for an app journey do not replace the sensor deployment criteria.
See the cameras and sensors page and the physical flow guide. The first useful result is a measurement whose meaning and limit the operation can explain.