In years past, store traffic was a simple measure – the number of shoppers who entered the store – and traffic counts were critical in determining core retail metrics like conversion (i.e.; the percentage of shoppers who actually purchased, and calculates as the number of transactions divided by store traffic). Traffic only told the story of “how many.” Nothing more. Retailers wanted to know more about their shoppers, but additional data collection included methods like surveying, and was very manual and very expensive. That was then. This is now. Traffic 2.0 is the latest generation of traffic counting, and it doesn’t stop at “how many.” Today, it includes “who,” “what,” “where,” and “when,” and when brought all together, goes a long way to determining “why” and “why not”.