Understanding how people interact with event spaces – where they go, how long they stay, and what catches their attention – is critical to designing experiences that truly deliver. With Impact V4, movement tracking gives brands an instant window into those behaviours, helping to shape agile, insight-led campaigns in real time.
At Elevate Global, we’re constantly evolving to provide brands with the most advanced tools for measuring event performance. The latest version of Impact introduces deeper, real-time insights that go beyond traditional footfall tracking. A key feature of this evolution is our Movement Tracking solution – designed to transform how brands understand and optimise visitor behaviour during events and activations. For a quick overview of how it works, take a look at our Movement Tracking one-pager.
What is Movement Tracking and How Does It Work?
Movement Tracking utilises Bluetooth Low Energy (BLE) and mobile signal detection to track foot traffic and visitor movement in real-time. BLE beacons detect Bluetooth-enabled devices such as smartphones or wearables, while mobile signals from Wi-Fi and cellular networks provide an additional layer of data capture. This allows us to track devices without requiring physical interaction, providing a seamless, non-intrusive solution that respects privacy.
By analysing the signal strength (RSSI), we can estimate the proximity of a device to a sensor and map its movements throughout an event. This data is then fed into AI algorithms that continuously improve the accuracy of the tracking, ensuring reliable insights over time.
The Key Features of Movement Tracking:
- Real-Time Footfall Analytics: Understand how many visitors are in a space, how long they stay, and where they go. Track foot traffic by area, time, or even by comparing visitor activity across multiple days.
- Traffic Flow & Heat Mapping: Movement data is used to create heat maps and traffic flow reports, allowing you to visualize where visitors are spending the most time. This insight is invaluable for optimising layouts, staffing, and overall event flow.
- Visitor Engagement Insights: Break down footfall into visitors vs passers-by and analyse average dwell times and pathways. These insights help measure visitor engagement and identify high-traffic zones that may need further attention.
- Privacy-Preserving & Compliant: All tracking is done anonymously. Devices are identified using anonymised MAC addresses, ensuring GDPR and CCPA compliance. No personal identifiable information (PII) is stored, and all data is aggregated to provide group-level insights.
Why Movement Tracking Matters
In today’s data-driven world, simply knowing how many people attended an event isn’t enough. To truly measure the success of an activation, brands need to understand how visitors interact with the space – what routes they take, what captures their attention, and where engagement peaks or drops off.
“Movement tracking insights unlock a powerful new lens into how consumers truly engage with event spaces,” says Abigail Harris, Global Director of Impact. “By capturing real-time foot traffic and behavioural patterns, brands can instantly spot what’s working and what’s not, enabling faster, smarter campaign adaptations. The result? Agile campaigns, unforgettable experiences, and a measurable boost to ROI.”
These insights don’t just help post-campaign – they’re actionable in the moment. For example, during the Paris 2024 Olympics, a global technology brand used our movement tracking tool to analyse visitor flow in real time. The result? A 17% increase in engagement thanks to optimised spatial design and improved wayfinding.
The integration of Impact with Movement Tracking means you get access to these insights through a seamless dashboard, enabling you to adjust and act on data instantly. Whether you’re managing a retail activation, a product launch, or a large-scale event, this feature helps ensure you’re making decisions based on actual visitor behaviour.
Scalability and Versatility for Any Event
The Movement Tracking API is designed to be scalable and can be applied across a wide range of environments, from large venues like stadiums and convention centres to smaller brand activations and retail locations. Because it operates without intrusive tech like cameras, it’s both adaptable and discreet, allowing you to unlock powerful spatial insights in any setting.
Integrating with Impact V4 for Enhanced Data Clarity
Movement Tracking is just one of many powerful tools included in Impact, and it works seamlessly alongside our other tracking and reporting features. With Impact, you get a unified platform that not only tracks movement but also provides comprehensive event intelligence, including KPI tracking, automated reporting, and compliance monitoring. It’s your all-in-one solution for smarter event management.
Ready to Track Movement in Real-Time?
Movement Tracking is just the beginning of what Impact can do for your brand activations and events. If you’re ready to see how real-time footfall and traffic flow data can transform your event strategy, get in touch with us today or request a demo of Impact.
