Abstract: A device receives an AOI selection that indicates a geographic area. The device accesses AOI device location data for the AOI that indicates locations of plural devices detected within the AOI. The device sets a device penetration rate configuration based on at least one characteristic of the AOI. The device determines respective weighting factors for each of the plural devices detected within the AOI based on one or more device penetration rates corresponding to the set device penetration rate configuration. Each of the one or more device penetration rates indicating, for a corresponding geographic region, a number of devices with home locations within the geographic region divided by a population of the geographic region. The device generates an estimate of a number of users in the AOI based on the plural devices detected within the AOI, and the respective weighting factors. The device transmits the estimate to a client device.