A method comprises receiving an area of interest (AOI) selection. The method further comprises accessing an AOI device location data for the AOI, the AOI device location data indicating locations of devices over time received within the AOI. The AOI device location data is filtered to only include the device location data that match one or more characteristics. A proximity zone is determined for the for the AOI that includes the area of the AOI. A zone device location data for the proximity zone is determined, which indicates locations of devices over time reported within the proximity zone. The method further comprises normalizing the filtered AOI device location data by computing a ratio of the filtered AOI device location data and the zone device location data to generate an AOI user estimate, and transmitting the AOI user estimate to a client device of a requestor.