Welcome to the July 2025 release notes 🇺🇸 🎆 🦅!

Places Highlights

• Nearly 400k new places globally 🌎 🌏
• Simplified spatial hierarchy for US and Canadian malls 🛍️
• 165 new brands across 60 countries 🎉

Accuracy

SafeGraph evaluates the quality and completeness of our US POI data on a quarterly basis using two key metrics:

• Coverage Rate: The percentage of real and open SafeGraph POIs compared to the industry standard. In the US, this is Google.
• Real Open Rate: The percent of SafeGraph POIs we claim to be real and currently open compared to those that actually are real and open.

Each quarter, we randomly sample two zip codes (one urban and one rural) to measure our accuracy. This month we're looking at:

• 29403: Charleston, SC - Representative of Urban
• 04938: Farmington, ME - Representative of Rural

Here's the summary (full breakdown on the Metrics page):

** When coverage rate is >100%, it implies that SafeGraph was measured to have more real and open places than the benchmark (Google) in the given zip code. Check out our Accuracy Metric Methodologies for more detailed info on how we arrived at these calculations.

Interested in a particular zip code for a future measurement? We're taking suggestions!

Places Growth

This month, SG Places has a grand total of 75,303,710, including POI with or without geometry, closed POI, and parking lots. This is a net increase of 385,144 places from last month 📈. The net increase can be attributed to regular source updates, new brands, and a handful of new sources targeted at specific coverage gains. The following countries and categories saw the largest increases:

• India: +160k POIs 🇮🇳
  • naics_code = 721110 (Hotels (except Casino Hotels) and Motels): +153k POIs 🏨
  • naics_code = 522110 (Commercial Banking): +3k POIs 🏦
• Indonesia: +72k POIs 🇮🇩
  • naics_code = 721110 (Hotels (except Casino Hotels) and Motels): +36k POIs 🏨
  • naics_code = 445120 (Convenience Stores): +20k POIs 🏪
• Vietnam: +66k POIs 🇻🇳
  • naics_code = 721110 (Hotels (except Casino Hotels) and Motels): +32k POIs 🏨
  • naics_code = 611110 (Elementary and Secondary Schools): +21 POIs 🏫

Of course, you can always visit our Places Summary Stats to find more details on our continued growth.

Brands

This month, we added a grand total of 165 brands across 60 countries including:

• Synlab (SG_BRAND_ac78d8023d0ff0ff) with 1,584 POIs 🧑‍⚕️ 🩻
• Smartposti Service Point (SG_BRAND_b52e1ccab79f441c) with 882 POIs 📫
• Polestar (SG_BRAND_2337d2429036f7e9) with 170 POIs 🚗
• Curaleaf (SG_BRAND_6d26d4fa3a14206e) with 145 POIs 🍀
• Main Street Dental (SG_BRAND_13baa5d8008208c8) with 27 POIs 🦷

👀 Are we missing a brand or country? 👀 Please let us know here

Brand Openings and Closings

• We rely on POI metadata to track store openings and closings, and we are especially interested in understanding open/close dates for branded POIs. It can take more than a month to infer open/close dates, so we report brand open/close metrics on a one month delay.
• In this release, we flagged 1,961 brands with at least one store closure in May 2025 and 2,214 brands with at least one store opening in May 2025. Learn more about our open/close columns here.

Drops ⬇️

• We are ingesting many sources and due to source changes and processing changes, Placekeys do drop over time. In this release, we dropped 360,790 Placekeys (55,204 branded and 305,586 non-branded).

Simplified Spatial Hierarchy: US and Canadian Malls

Recall the April 2025 release where we introduced a bevy of improvements to our US and Canada malls (naics_code = 531120). While these efforts increased coverage, decreased duplicates, and improved geometry, there was still much to be desired around interpreting "which POIs are tenants of this mall" through parent_placekey lookups (learn more about spatial hierarchy concepts here).

In short, spatial hierarchy relationships are built from a number of dependencies (like polygon_wkt overlap and naics_code), which can lead to undesirable outcomes if these features are incorrect. In some cases, a mall had a non-sensical parent_placekey, and in other cases, a mall tenant had a non-sensical parent_placekey not reflecting the mall itself.

To address this, we refined the spatial hierarchy dependent features for POIs in/around US and CA malls as well as the spatial hierarchy logic itself for malls. The results significantly improved direct parent (mall)<>child (tenant) relationships:

• In the June 2025 release, 1.42mm US and CA POIs had a parent_placekey reflecting a mall. This number increased to 1.59mm (+12%) in the July release. 📈

We're happy with these improvements but acknowledge that errors are inevitable. The majority of remaining errors are non-sensical parent_placekeys for mall tenants. However, the "non-sensical parent" does show the mall as its parent most of the time. Through a few self-join queries, it's easy to link "grand children" (tenants) to "grand parent" (mall) to obtain a complete view of mall<>tenants despite this issue! Reference the "How to navigate spatial relationships" section of our newly minted Product Builder Resources page for sample queries to solve this oddity and many more! 🤓