Brand Rankings
A Brand ranking tells you how a location performs against comparable businesses.
Choosing a Ranking Source
Click a business on the map and its popup carries a Rankings block. Brands can be ranked based on two data sources:
Popularity ranks the location on its Dataplor popularity score. The block reads Powered by Dataplor.
Foot Traffic ranks it on visits. The block reads Powered by Unacast.
Popularity is the default. Your pick is saved in your browser and applies to every business popup you open, in every study and on Site Analysis.
Both sources rank a location two ways, against its Brand and against its Category. Both break out Local, State, and National.
When only one source can rank a location, the block names that source and shows no toggle.
Reading Brand Rankings
Rankings appear as percentiles with color coding:
Top 25%
Green
Strong performer; outperforms 75%+ of the brand
Top 26–50%
Yellow
Average performer for the brand
Bottom 50%
Red
Underperforms compared to most locations
N/A
Gray
Insufficient data to calculate ranking
Small chains: For brands with fewer than 5 locations, rankings display as "X of Y" (e.g., "2 of 4") instead of percentiles.
Ranking Levels
Click any business to see performance across three geographic scopes:
Local
Other brand locations within ~15 miles
State
All brand locations within the same state
National
All brand locations across the United States
A location might rank Top 10% locally but only Top 50% nationally—strong for its market but average compared to the brand's best nationwide.
Why Rankings Matter
Rankings provide context that raw visit numbers cannot:
A Starbucks with 8,000 monthly visits in the Bottom 25% suggests something about that site is underperforming.
A cluster of Top 25% performers nearby signals strong retail fundamentals.
Multiple Bottom 50% competitors may indicate location challenges worth investigating.
Category Performance
Category Performance compares a location against all businesses in its category, not just its own brand.
Brand
How this location performs vs. other stores in the same chain
Category
How this location performs vs. all businesses in the category
Example: A Target ranking Top 45% within Target but Top 30% in Department Stores nationally indicates an average Target but a strong department store—the location has solid fundamentals.
Popularity Rankings
Popularity Rankings compare a location's Dataplor popularity score against other businesses, either in the same brand or the same category.
What the Popularity Score Measures
The popularity score runs 0–100 and reflects how frequently a location is visited relative to other businesses. Several signals feed it:
Aggregated, anonymized consumer survey data from enterprise partners
How many datapoints exist for the location
Place history, such as temporary closures
Operating hours and available amenities
The score updates monthly, so a location's popularity rankings move as the underlying signals change.
How Locations Compare
Brand
How this location compares to others in the same brand
Category
How this location compares to all businesses in its category
Each comparison breaks out into the same three scopes as Brand Rankings — Local, State, and National — and reads on the same color-coded percentile scale. Each card also shows where the location sits in that set, like 3 of 7.
Popularity reaches locations that visit data doesn't. A business with no foot traffic match still carries popularity rankings, and its popup leads with them.
An independent business has no brand to rank against, so it shows a Category ranking only.
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