Captive Portal
A web page that intercepts WiFi traffic and requires guest action — usually an opt-in form — before granting internet access.
Dwell Time
The length of a guest's WiFi session from login to disconnect. A proxy for engagement depth and a predictor of spend.
Session Data
The timestamped record of a device's connection to your network. Includes start time, end time, device identifier, and access point.
Opt-in Rate
The percentage of WiFi users who complete your portal form and consent to marketing. Industry average: 42%. Top venues: 68–74%.
First-Party Data
Data you collect directly from your customers with their consent — as distinct from purchased lists or third-party tracking.
SSID
Service Set Identifier — the name of your WiFi network as it appears to guest devices. Can be configured to redirect to a captive portal.
RADIUS
Remote Authentication Dial-In User Service. The protocol many enterprise WiFi systems use to authenticate users before granting network access.
MAC Address
A unique hardware identifier for a network device. Used in passive WiFi analytics to count device visits without requiring login.
GDPR Consent
A freely given, specific, informed, and unambiguous indication of agreement to data processing. Required for marketing under EU law.
Churn Rate
The percentage of once-regular guests who stop visiting within a defined period. WiFi data makes churn visible before it becomes permanent.
Lifetime Value
The total revenue a single guest generates over their relationship with your venue. Calculated from visit frequency, average spend, and retention.
Segmentation
Dividing your subscriber list into groups based on behaviour — visit frequency, recency, or spend — so campaigns are relevant rather than generic.
Re-engagement
A campaign targeting subscribers who have not visited for 30–90 days. The goal is to trigger a return visit before the guest churns permanently.
WiFi Fingerprinting
The identification of a device from its unique probe request patterns. Used in passive analytics without requiring the guest to connect.
Walled Garden
A set of URLs that guests can access before completing the captive portal — necessary to whitelist the portal itself and payment pages.
Email Deliverability
The probability that an email reaches the recipient's inbox rather than spam. Affected by sender reputation, content, and list hygiene.
List Hygiene
The regular removal of invalid, bounced, and disengaged addresses from an email list to protect sender reputation.
A/B Testing
Sending two variants of an email (typically different subject lines) to small subsets of your list, then sending the winner to the remainder.
Sender Reputation
A score assigned to your sending domain and IP by email providers. High reputation = inbox delivery; low reputation = spam folder.
Open Rate
The percentage of delivered emails that are opened. WiFi-captured lists average 38–47% vs. 18–22% for traditional hospitality lists.
Click-Through Rate
The percentage of email recipients who click at least one link. WiFi lists average 7–12% vs. 2–3% for traditional lists.
UAM (Universal Access Method)
A protocol for external captive portal integrations. The router sends guest credentials to an external URL for authentication.
NPS (Net Promoter Score)
A 0–10 scale measuring how likely a guest is to recommend your venue. Scores above 50 are considered excellent in hospitality.
Cohort Analysis
Grouping subscribers by when they joined your list and tracking their behavior over time — reveals which acquisition periods produce the best customers.