The Attribution Problem
You run ads for your laundromat chain. Foot traffic increases. But which location benefited? Which ads drove which visits? Traditional advertising can't answer these questions.
For multi-location operators, this attribution gap makes strategic decisions nearly impossible:
- Which locations need more marketing support?
- Which locations are already at capacity?
- Are certain locations cannibalizing others?
- Should budget shift between markets?
GPS-verified conversion zones solve this completely.
How Conversion Zones Work
A conversion zone is a GPS-defined polygon drawn around each of your locations. When a mobile device that was served your ad physically enters this zone and stays for a minimum dwell time (typically 5+ minutes for laundromats), the system records:
Which location received the visit
Which ad the visitor saw before arriving
Which audience segment they belonged to
Time between ad exposure and visit
Whether it's a new or repeat visitor
GPS accuracy of 1-3 meters means we can distinguish your laundromat from the pizza shop next door. No more guessing.
Real Data: Mark 24/7 Florida (6 Locations)
Here's how 3,192 GPS-verified visits distributed across Mark 24/7's Pensacola-area locations:
| Location | Visits | Share |
|---|---|---|
| Pensacola - 9 Mile | 770 | 24.1% |
| Pensacola - Mobile Hwy | 731 | 22.9% |
| Pensacola - Navy Blvd | 604 | 18.9% |
| Pensacola - Fairfield | 476 | 14.9% |
| Milton - Stewart St | 310 | 9.7% |
| Pensacola - Creighton | 301 | 9.5% |
This data reveals that the 9 Mile and Mobile Hwy locations are the primary traffic drivers (47% combined), while Milton and Creighton may need different targeting strategies or represent smaller trade areas.
Real Data: Mark 24/7 Alabama (7 Locations)
The Alabama market (1,935 visits) showed a different distribution pattern:
| Location | Visits | Share |
|---|---|---|
| Tuscaloosa - 15th St | 493 | 25.5% |
| Hueytown | 422 | 21.8% |
| Fairfield | 286 | 14.8% |
| Center Point | 255 | 13.2% |
| Birmingham - Tarrant | 192 | 9.9% |
| Tuscaloosa - McFarland | 163 | 8.4% |
| Birmingham - Vanderbilt | 124 | 6.4% |
The Tuscaloosa 15th St and Hueytown locations dominate (47.3% combined), while Birmingham - Vanderbilt significantly underperforms. This insight drives strategic decisions about budget allocation, targeting radius, and potentially operational improvements at lower-performing locations. For more on why these markets show such different efficiency, see our Florida vs Alabama market comparison.
Strategic Actions from Attribution Data
With location-level attribution, operators can:
Shift budget to high-potential locations: If Birmingham - Vanderbilt has capacity but low traffic, increase targeting radius or try different audience segments.
Protect capacity at top performers: Pensacola - 9 Mile may not need more marketing—it might need operational expansion.
Identify cannibalization: If two nearby locations split traffic unevenly, adjust conversion zones or targeting to reduce overlap.
Justify new locations: Visit distribution patterns reveal underserved areas where a new location could capture unmet demand.