Unacast built its reputation on raw mobility data at global scale, and the data is real. But raw signals are not decisions. To turn an Unacast feed into a site call, you need a data team, an integration, and time. Gini by MyTraffic takes the same kind of signals and gives you the answer directly, in plain language, across 18 countries, built GDPR-first from day one.

Here is what that looks like in practice.

Why retailers choose Gini by MyTraffic over Unacast

Decisions, not data feeds

Unacast sells two things: a raw location dataset aggregated from many GPS providers, and an insights platform layered on top.

Both assume you have people to process the signals. One verified user described working with datasets in the range of tens to over a hundred terabytes, where the volume itself became the hardest part of the job.

Gini by MyTraffic does that work for you. You describe your business question in plain English and receive a structured answer. Ask "should I open a second location in Lyon?" and Gini runs the Site Selector workflow, reads the Place DNA of the address, maps competition, flags cannibalisation risk with your existing network, and returns a recommendation with the reasoning attached.No SQL, no pipeline, no analyst in the room.

European depth without the integration project

Unacast advertises coverage across many countries, but its depth and precision are strongest in the United States, and it is less established across European markets. Gini covers 17 European countries, including France, Germany, the UK, Spain, Italy, the Netherlands, Belgium, Switzerland, Austria, Portugal, and the four Nordic markets, plus the US, all at 5 to 10 meter street-level GPS accuracy.

For cross-border expansion, consistent depth in the markets you actually operate in matters more than a long list of countries on a coverage map.

Confidence you can put in front of a board

A recurring concern with raw-data providers is that they do not always show how many devices are sampled or how penetration is grounded, which makes it hard to trust the conclusion you build on top.

Governance is the other half of trust, and here the public record matters more than the marketing. Unacast positions itself as privacy-friendly, but a compliance team will weigh what actually happened. Unacast merged with Gravy Analytics in 2023. In late 2024 the US Federal Trade Commission barred Gravy from selling sensitive location data without consent. Weeks later, in January 2025, Gravy was breached, exposing around 17 terabytes of precise location data tied to millions of phones. Because Unacast operates a Norwegian entity bound by EU law, it reported the breach to Norway's data protection authority.

That history is the reason data governance belongs in the evaluation, not just the demo.

Gini was architected GDPR-first as a European company, and it does not sell raw mobility troves for you to store and secure. It gives you aggregated answers with the reasoning written down, so what your decision rests on is governed at the source rather than sitting in a dataset waiting to be managed.

What are Unacast's limits compared to Gini?

Unacast is a data provider with an analytics layer. You get mobility signals, trade areas, visitor journeys, and a platform to explore them. A capable data team can turn those into a strong decision. But Unacast hands you signals to process. It does not hand you the decision.

Two main limits come up consistently when teams move from Unacast to Gini by MyTraffic:

You still need a data function.‍

Unacast's value depends on someone integrating the feed, modelling it, and interpreting the result. Even with good support, one reviewer noted the data required significant adaptation before it was usable.

Gini removes that step. The workflow is already built, and the answer is the first thing you see.

Pricing and access friction

‍Unacast runs on enterprise contracts with no public pricing, and buyers report the process can feel expensive and sales-heavy. Gini starts at $250/month, with a free trial and no setup, so you can test it against a real question before you talk to anyone.

Where Gini by MyTraffic outperforms Unacast

The most practical gap shows up for teams without a data engineering function. Unacast delivers raw mobility feeds, which means someone has to ingest, model, and maintain them before anyone can act on the data.

Gini skips that step entirely. You log in, type your question, and get an answer built from Place DNA, competitive signals, and socio-demographic fit, without writing a single query.

The gap widens further for European expansion. The Expansion Planner workflow generates a territorial plan based on your criteria, your existing network, and real mobility data across European markets. Street-level accuracy holds whether you are evaluating a site in Lyon or in Madrid, and the output lands as a shareable summary, not a feed your team needs to reformat before it reaches leadership.

For decision-makers who need a number they can defend in a room, Gini goes beyond raw footfall.

It combines visitor origin, competitor positioning, catchment profiles, and revenue potential modelling, then leads with the recommendation rather than leaving you to interpret the chart. As one of our users put it: "Tools like MyTraffic help support decisions with concrete data, which is important when justifying new sites internally or comparing options across markets."