> For the complete documentation index, see [llms.txt](https://docs.growthfactor.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.growthfactor.ai/data-and-analytics/brand-rankings.md).
# Brand Rankings
A Brand ranking tells you how a location performs against comparable businesses.
{% hint style="info" %}
**Beta Feature:** Foot traffic rankings are currently in beta. Data accuracy continues to improve as we refine our models. Please contact support if you encounter unexpected rankings.
{% endhint %}
***
### 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:
| Ranking | Color | Meaning |
| -------------- | ------ | ----------------------------------------------- |
| **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:
| Level | Comparison Set |
| ------------ | -------------------------------------------- |
| **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.
| Comparison Type | What It Tells You |
| --------------- | ------------------------------------------------------------- |
| **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
| Comparison Type | What It Tells You |
| --------------- | ------------------------------------------------------------ |
| **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.
{% hint style="info" %}
Popularity rankings come from Dataplor. Data may be limited for some locations.
{% endhint %}
---
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