Movement Data

available for:

  • australia
  • canada
  • new zealand
  • united kingdom
  • united states

Know where, when and why your community comes together

Powered by GPS data from 250,000+ apps and 700 million+ devices, Movement Data reveals who is using your places and spaces, when, and how, giving your team the evidence to monitor activity, report outcomes, secure funding, drive commercial revenue, and plan with confidence.

Privacy compliant globally

Fully de-identified, aggregated; no PII captured

Available for any location

GPS-based; no phone signal required

4+ years of data

Continuous data ingestion since January 2022

devices

700m+

apps

250k+

daily location pings​

30b+

used by 100+ clients globally

why movement data?

Real visitor data for the spaces that matter most

Most spaces have no reliable visitor data at all, or rely on observation and manual counters. Movement Data changes that, giving government, facility and venue operators, sport, right holders and planning teams the evidence to make decisions, drive partnerships, secure funding and demonstrate impact.

Accurate, industry-ready movement data

Real footfall and usage data for facilities, parks, trails and open spaces. Raw device data is continually processed and validated against the industry’s largest network of ground truth sources.

Understand who is (and who isn't) using your spaces

Go beyond visitor counts. See where people travel from, how long they stay, and which communities are underrepresented, so you can plan, invest and report with confidence.

Any place, space or location

Capture visitor data for spaces that have never been measured before, such as indoor facilities, parks, trails, coastlines and event grounds.

Turn usage data into funding evidence

Back grant applications, capital proposals and partnership pitches with credible, independent data on visitor numbers, travel patterns and community reach.

Proven industry expertise

The ActiveXchange team support each client to fully leverage a growing set of proven applications of this data to drive value and returns.

reports & dashboards

Measure activity and impact across all community spaces

Visit Reports

A comprehensive breakdown of who visits your spaces, when they come, how long they stay and where they travel from, delivered as a detailed report you can share across your team and with partners.

Visitation counts and trends

See how many people visit your spaces, when they come, and how that changes over time. Track daily and hourly patterns, compare weekdays to weekends, and identify peak periods to plan resources effectively.

Visitor origins

Understand where your visitors travel from by region, distance and local versus external split. See which communities your space is drawing in and where there are gaps in your catchment areas. This also includes international travellers to better understand inbound tourism, inform marketing initiatives and evidence economic impact.

Heat mapping and movements

Go inside your space with data on how visitors move through it. Track entry and exit points, direction of travel and speed to understand how people actually use your facility, not just that they arrived.

Visit duration

Find out how long visitors stay and how that varies by time of day, day of the week and visitor type. Longer dwell times signal deeper engagement, and shorter ones can highlight friction points worth addressing.

Visit frequency

See how often the same visitors return over time and the average gap between visits. Understand whether you’re building a loyal, repeat audience or relying heavily on one-off visitors.

Before & after visitor behaviour

See where your visitors came from before they arrived and where they went afterwards, by category, brand and place. Understand the broader journey your audience takes around your space, and use that intelligence to identify partnership, sponsorship and commercial opportunities.

Event analysis

Measure the true reach and impact of your events with visit data specific to event days. Compare event periods against baseline activity, track peak arrival times and understand where your event audience travelled from, giving you the evidence to grow attendance, justify investment and attract sponsors.

DATA TRUST & RELIABILITY

Accurate, secure and accessible movement insights

Overview

  • Our platform securely ingests over 50,000 diverse data sources and applies privacy-first methodologies to deliver reliable insights.
  • Movement Data draws from a wide range of sources, including mobile apps, WiFi hotspots, IoT sensors, Bluetooth beacons, connected vehicles, and validated ground-truth data.
  • By focusing on long-tail datasets, we reduce bias and capture a more representative view of the population. This approach provides a robust and accurate picture of how people move, visit and engage with community assets over time.

Privacy

  • Movement Data is fully de-identified, aggregated, and compliant with international privacy standards (GDPR, PDPA, LGPD, CalOPPA, CCPA). No personally identifiable information (PII) is collected.
  • Mobile publishers secure explicit opt-in/out consent from users.

frequently asked questions

What is a visit report?

A Visit Report is ActiveXchange’s most popular Movement Data product, which is a comprehensive breakdown how people use and move through any space/s or location/s of your choice.

Can I export the data from the reports?

Yes, all data from visit reports can be downloaded in .csv format for further analysis.

How accurate are the visit estimates?

Visit estimates can vary in accuracy, depending on a range of factors. We are confident that our visit estimates range in accuracy from 70%-90%.

Do you provide any personally identifiable information (PII) and is the data fully GDPR compliant?

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.

testimonials

Trusted by 100+ sport, recreation & active community leaders globally

"We can now better determine the tourism values of non-ticketed events utilizing data gathering from ActiveXchange, a tool that supports better tourism value determination and helps plan for future growth."

"A very exciting (and essential) addition to our Year-round Community Tennis program as we work hard to increase tennis infrastructure across Canada."

"Absolutely brilliant, instantaneous access to user data that eliminates all guess work from evidence-based safety recommendations for community members. This data assists us to make best practice decisions for communities."

Ready to see what's really happening in your spaces?

Book a demo and we’ll show you what Movement Data can reveal about your places, spaces and active environments.