How to calculate a brand's market share using Vista reports

Learn how your brand compares to others through a market share analysis

Which report should you use? 

This can be done with any report that breaks down unique visitors and visits. The zero point report provides the most robust information and gives you multiple ways to slice and dice your data to fit your analysis. If you do not need device-level accuracy and want a general estimate, then you can use an aggregated report, such as  a visitors count report or a daily visitors count report, or estimated visitors report. 

Using the Zero Point or Pin report will yield the most accurate results because the visitor count report, daily visit count report or estimated visits 2.0 report do not account for devices that cross shop at multiple brands/locations. So a simple sum of visitors in Brand A + B + C may, at worst, be triple counting devices in the denominator. Please note this as you begin your analysis and determine what will work best for you based on your analytical tools, time and effort.

Step-by-Step Instructions


    1. Designate your study time frame
    2. Select or upload the locations of interest in the geography you are interested in studying
    3. Select Report (Zero Point, Pin, Daily Visit, Estimated Visit 2.0 - see above note)
    4. Run Job

    Market Share Calculation

    1. Get the unique count of the # of devices for all locations. Use this as your denominator.
    2. Get a unique count of the # of devices for total visitors to your brand. Use this number as the numerator. For example, market share of brand A will be calculated as follows: (# of unique visitors to Brand A/ # of unique visitors to all brands). 

Visualization Example

Note for daily updates: To do this in a time-series like in the example image, do the above calculation per day of data (# of visitors to Brand A for Day 1/ # of unique visitors to all brands for Day 1)