Powered by GPS data from 250,000+ apps and 700 million+ devices, Movement Data reveals who is using your spaces, when, and how. These actionable insights give your team the evidence to monitor activity, report outcomes and plan with confidence.
Movement Data translates billions of daily location pings into insights you can act on. From mapping visitors to evidencing equity, these features give sports, governments, facility operators, brands and businesses the clarity to invest wisely and demonstrate impact.
Real usage data across facilities, parks and open spaces, validated across millions of devices, updated monthly, and ready to integrate into dashboards and reports.
Profile visitors, track travel distances and entry points, and highlight gaps in equity of access to support fairer, more inclusive planning.
Monitor monthly activity levels, compare across sites, and identify what’s working (and what’s not) to protect and grow future investment.
Provide credible evidence of demand, engagement and impact to back capital and maintenance proposals, grant submissions and policy decisions.
Uncover detailed usage patterns for sites and locations of any shape and size.
Dive into specific time and day analysis for your places and spaces – particularly beneficial to understand the reach and impact of events.
Identify specific areas within your sites that experience the highest usage to help you pinpoint activity hotspots, improve layouts and improve resource allocation.
Pinpoint the home locations of site users to better tailor your offerings and improve accessibility.
Take your Visit Reports further with event-specific insights. This optional extra highlights how people engage with your festivals, events, programs and activations, helping you evidence impact, optimise planning and unlock commercial opportunities.
The City of Thunder Bay uses Visit Reports and Event Analysis to drive smarter decisions across event planning and public space activation. Read more.
Join Ben Jones for a quick walkthrough of Visit Reports as he demonstrates this powerful tool in action. See how actionable insights are being used to help enhance spaces and improve accessibility.
Set up and monitor locations nationwide to compare changes over time with data from past 3 years.
Our interactive maps enable you to dive deeper into your local communities, with features such as:
Drowning Prevention Auckland/Aotearoa used Activity Trends to strategically deploy life-saving interventions at Auckland’s most dangerous rock fishing sites. Read more.
Understand overall travel behaviour across your region with a dashboard that aggregates billions of journeys to show how people move by walking, cycling and driving, helping you measure activity levels, infrastructure demand and travel patterns.
Dive deeper into how trips connect specific places of interest. The Origin–Destination dashboard enables full interrogation of journey patterns between any locations.
This dashboard extends Movement Data with rich socio-economic, demographic and consumer insights. It provides a deeper understanding of who is using a space, and helps identify groups that may be underrepresented or excluded.
Basketball England uses the Community Reach module to evidence participation from priority communities for 17 courts across Birmingham City. Read more.
By leveraging advanced consumer market profiling, this dashboard reveals which brand categories align with your membership or customer base, enabling you to effectively target and become more discoverable with potential sponsors and advertisers.
i-media uses the PartnerMatch module to help agencies & brands discover and connect with target audiences across their expansive Intelligent Motoring Media Network. Read more.
From tailored club insights to real-time movement data reporting, the City of Belmont is turning data into a practical resource for both community engagement and internal operations.
As the City of Thunder Bay continues to invest in placemaking and community activation at Prince Arthur’s Landing, understanding how people engage with this space has become increasingly important.
Festival organizers needed a more precise and scalable way to quantify the event’s growing impact, while also optimizing resource allocation and making data-driven decisions for future planning.
A visit report is a range of graphs, maps, and charts, which provide detailed information about the usage and users of places of interest.
A visit report provides a range of outputs which include:
Principally, our movement insights are powered by GPS data from mobile device applications, with additional data coming from a mixed range of sources including wifi hotspots, bluetooth beacons, IOT sensor networks, and connected vehicles.
We ingest data from around 21m unique devices in the UK, from more than 50,000 different data sources.
We use this huge data-set, and combine it with other available contextual information such as data from lookalike locations, or any available ground-truth sources, to train unique models which generate accurate visitor insights which are included in our visit reports.
Yes, all data from visit reports can be downloaded in .csv format for further analysis
A polygon in this context is simply a shape on a map which clearly defines the space that you are interested in generating insights for.
Our technology utilises the GPS function of mobile devices, which is a different technology than that used to generate a phone signal, and is therefore unaffected by rurality.
GPS accuracy can be affected by factors such as buildings, dense foliage (trees), and mountains.
Visit reports can be purchased in 12-month intervals, from 2020 onwards.
You can order ongoing reporting, which will be updated quarterly throughout your agreement period.
There are no restrictions on size or shape of polygons, but we are able to provide advice and guidance on factors to consider when making these decisions. Understanding the intended application of the insights generated can be important in creating polygons which serve the intended purpose.
If a single road passes through a polygon then we can remove this data from the analysis. However, multiple roads or polygons with complex transport infrastructure located within it should be avoided.
Please discuss this with a member of the team if you are unsure as we will be happy to help.
Visit estimates can vary in accuracy, depending on a range of factors.
We do not have data from every mobile device, nor every person, who physically enters the polygon. Therefore, the visit estimates we generate are modeled in each instance, with a bespoke model created for each polygon.
These models are trained and optimised by considering a range of parameters, such as: comparable locations with known counts of people, any available ground-truths from sources such as footfall counters or clicker counts, or ticketed event data.
With our vast experience and growing body of comparator sites across the globe, we are confident that our visit estimates range in accuracy from 70%-90%.
The heat map shows how individual devices have moved around the place of interest, during the reporting period. It helps to answer questions like:
In consideration of privacy laws, ActiveXchange does not collect any PII. ActiveXchange collects and analyses relevant, non-PII, anonymised, and aggregated data about people over time and across different services, including geo-location data from mobile devices.
Mobile publishers who partner with ActiveXchange are required to implement opt-ins and opt-outs, as may be required by applicable data privacy laws and standards, to obtain affirmative consent from end users, before collection or receipt of such data from the mobile apps and web apps.
ActiveXchange can guarantee that data activities are fully compliant with all applicable data privacy laws and standards worldwide, including, without limitation, the following: GDPR, PDPA, LGPD, CalOPPA, CCPA.
ActiveXchange’s priority at all times remains data security and data privacy. Our latest SLA is available on request, along with our IT and Data policies. The majority of ActiveXchange’s services run on the Microsoft stack and data is held on domestic servers.
We are able to provide detailed insights about visits and visitors, to specific events, including visit estimates and identifying the home location of visitors.
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If you’re looking to leverage data for more informed decision-making or to better connect across your network, please get in touch with our team.
