Numbers we'll stand by in finance review.
Most agencies multiply route-miles by a published factor and call it impressions. We don't. Here's exactly how we measure — same formula, every campaign, reproducible from raw GPS.
"200,000 impressions" — how, exactly?
Industry-standard mobile-billboard reporting takes the route mileage, multiplies it by a published per-mile-per-day factor, applies a daypart fudge, and prints a number. It's not lying. It's upholstery — padding the unit so the invoice feels honest.
Two of our largest clients moved to us specifically because their prior agency couldn't reproduce its own numbers when finance asked. That's a low bar. We're trying to clear it on principle.
Four inputs. One number. Reproducible.
- 01 GPS LOG Per-second route trace
Every truck's full path, in writing — handed to you with the invoice.
- 02 DOT TRAFFIC City pedestrian + vehicle counts
Public city DOT data, time-of-day-resolved, applied per route segment.
- 03 DAYPART WEIGHT Hour-by-hour multipliers
Traffic + foot-traffic curves; rush hour ≠ 2 a.m. ≠ Saturday afternoon.
- 04 DEDUP WINDOW Repeat exposures filtered
Same eyeball seeing the same truck twice in 90 min counts once.
IMPRESSIONS = (GPS_ROUTE_SEGMENTS × DOT_DENSITY × DAYPART_MULT) ÷ DEDUP_WINDOW
Source data + multipliers handed over with every campaign report. Verifiable end-to-end.
What you actually receive.
Route segments + verified impressions, hour by hour. This is the daily deliverable for every Lonestar campaign — not the end-of-run summary.
- 06–09 I-35 N · downtown ingress 14,200 IMP
- 09–11 Uptown retail loop 8,900 IMP
- 11–14 Galleria + Mockingbird Stn. 11,400 IMP
- 14–17 Mockingbird → Oak Lawn 9,700 IMP
- 17–20 Lower Greenville · evening rush 22,600 IMP
- 20–23 Deep Ellum venue corridor 18,300 IMP
- DAY-1 TOTAL 85,100 VERIFIED
Want the full sample report?
14-day report from a real (anonymized) campaign — route maps, daypart curves, content shown by city, photo log. Send it to your CFO.
Independent audit, on request.
GEOPATH-COMPATIBLE
Our methodology aligns with Geopath impression standards. Route logs feed into industry-standard verification on request.
RAW-DATA HANDOFF
GPS logs and route segments delivered in CSV — your team or a 3rd-party can re-run our math from scratch.
QC CHAIN
Every campaign report dual-signed by a route lead and an operations lead before client handoff.
Want this on your next campaign?
15-min call. We'll walk through a peer-category report your CFO can defend.