Entry rate
Entry rate is the percentage of store visitors who step into a specific area — how well the area pulls customers in once they're already in the store.
Entry rate is the percentage of store visitors who step into a specific area. It measures how well an area pulls customers in once they’re already inside the store.
How it’s calculated
Entry rate = Area entries / Total store entries × 100
Both inputs come from Aura Vision: total store entries from the entrance camera, area entries from the camera covering that area.
Worked example
- A store sees 1,000 customer entries today.
- 320 of those step into the Footwear area.
- Entry rate for Footwear = 320 / 1,000 = 32%.
Why it matters
Entry rate is the in-store discoverability measure — it tells you whether the area is positioned, signed and merchandised to draw customers in.
- A new department launch at 15% entry rate means most visitors aren’t even discovering it. Worth investigating wayfinding and sightlines.
- A flagship department at 80% entry rate is doing its job at the discovery stage; performance issues from there are about dwell, engagement or conversion, not discovery.
- Two areas with similar visitor counts but different entry rates against the same total reveal which is genuinely magnetic vs. which is just lucky on traffic flow.
How it differs from Capture rate
- Capture rate measures external footfall → store entries (the front-window pull).
- Entry rate measures store entries → area entries (the in-store pull).
Same shape of metric, different layer of the funnel.