How Geofencing Works: A Step-by-Step Guide for Beginners

by LVGPS Staff

How Geofencing Works: A Step-by-Step Guide for Beginners

Geofencing uses GPS, cellular, Wi-Fi, or RFID signals to draw an invisible boundary on a digital map; when a device enters, leaves, or lingers inside that boundary, an automated action—like a text alert or data log—fires in real time. It’s the silent referee behind coupon pings when you pass a coffee shop, alerts that a truck has reached a jobsite, and notifications that Grandpa wandered beyond the backyard.

Because the tools are now plug-and-play and priced for almost any budget, newcomers can unlock serious value fast: marketers can talk to customers at the perfect moment, fleet managers can trim wasted miles, and families gain peace of mind without hour-long setups. The key is understanding what happens under the hood so you can choose the right fence size, trigger, and tech stack—and avoid battery drain, false alarms, or privacy missteps. In the sections ahead you’ll get a plain-English breakdown of the core positioning technologies, a five-step workflow that shows exactly how events are triggered, real-world examples across industries, must-know pros and cons, legal checkpoints, and a checklist for picking the best solution. Let's get started.

What Is Geofencing? Essential Definitions

The concept is simple: draw a virtual perimeter on a map and let software decide what happens when something crosses it. Yet the idea only became practical in the early 2000s, when commercial fleets stitched together GPS trackers and SMS gateways to automate “arrival” texts. The real take-off happened once smartphones, cheap sensors, and cloud APIs shrank both hardware costs and coding effort. Today, every major mobile OS ships with built-in geofence APIs, and the Internet of Things (IoT) pushes the technique into wearables, drones, and even tractor implements.

Before we walk through how geofencing works step by step, it helps to pin down the lingo:

  • Geofence: the actual boundary—defined by a center point plus radius or a series of vertices.
  • Geofencing: the real-time process of monitoring location data and evaluating it against that boundary.
  • Location-based services (LBS): the bigger family of applications that use position data; geofencing is one method LBS can employ.

Accuracy hinges on two things: the mix of sensors feeding the location engine (GPS, cell, Wi-Fi, BLE, RFID) and the quality of the underlying map or coordinate system. A five-meter GPS fix on a phone means little if the street layer is off by 20 meters. Most production systems therefore fuse multiple signals and routinely recalibrate fence edges.

Virtual Boundaries Explained

A geofence can be as simple as a circular radius—think center = 34.123, -118.456 and radius = 150 m. But you’re not limited to circles: polygons let you trace property lines or parking lots with surgical precision, while “corridor” fences wrap a buffer around a planned route to catch off-route vehicles. Picture a map screenshot: the shaded area marks the fence, and a blinking dot represents the device; when the dot pierces the shade, a trigger fires.

Core Technologies Behind Geofencing

  • GPS/GNSS: Satellite signals deliver 3–10 m outdoor accuracy. Downside: increased battery drain and poor indoor reception.
  • Cellular Triangulation: Uses timing advance and tower ID; wide coverage but ±100 m precision is common.
  • Wi-Fi Positioning: Databases of access-point MAC addresses provide 10–30 m accuracy, ideal for dense urban canyons.
  • RFID & BLE Beacons: Sub-meter accuracy indoors; passive tags need readers, active beacons broadcast their own signal.
    Smart engines blend these inputs, weighting each by signal quality to decide whether the current coordinate sits inside the fence polygon (pointInPolygon() math or a simple distance < radius check).

Major Types of Geofences

  1. Active vs. Passive

    • Active devices stream location continuously, enabling instant “enter/exit” events.
    • Passive devices sleep and report only when queried, saving battery but sacrificing immediacy.

  2. Static vs. Dynamic

    • Static fences stay fixed to a place (storefront, jobsite).
    • Dynamic fences move with an object—e.g., a 500 ft bubble around a truck carrying hazardous material.

  3. One-Time vs. Recurring

    • A one-time fence disables itself after the first trigger (event marketing).
    • Recurring fences reset on a schedule, such as daily shift changes.

If someone asks for the “two types of geofencing,” active and passive are the simplest classifiers, but knowing the full spectrum above prepares you to pick the right fit for any project.

How Geofencing Works Step by Step

If you can picture a GPS dot marching across a digital map and a software robot constantly asking “inside or outside the fence right now?”, you already grasp the heart of geofencing. What beginners often miss is the chain of small but critical tasks that turn raw coordinates into timely, trustworthy actions. The workflow below breaks down how geofencing works from the moment a device collects its first latitude/longitude pair to the final analytics report a week later.

Step 1: Collecting Location Data

Your phone, asset tracker, or vehicle module wakes up on a defined interval (or when motion is detected) and gathers coordinates, altitude, an accuracy radius, and a timestamp.

  • Primary sources: GPS/GNSS chips, cell-tower timing, Wi-Fi fingerprints, and sometimes barometric sensors.
  • Permissions matter: iOS/Android require user consent, and background location access may be throttled unless you justify it in settings.
  • Battery trade-offs: faster sample rates yield snappier alerts but can double power draw; many platforms adaptively reduce polling when the device is stationary.

Step 2: Defining the Geofence Parameters

Next, the system needs a boundary to evaluate. You (or an admin API) supply:

  • A reference point (lat, lon) plus radius for a circle, or an ordered list of vertices for a polygon.
  • Optional attributes such as schedule, priority, and event type (enter, exit, dwell).
    Under the hood, everything sits in the WGS-84 coordinate system—the same Earth model used by GPS—so the math stays consistent across mapping layers.

Step 3: Monitoring Device Movement in Real Time

A “geofence engine” now runs the geometry test on each new location fix:

  • Circular fence: compute distance = haversine(p_current, p_center) and compare to radius.
  • Polygon fence: apply a pointInPolygon() algorithm (usually ray-casting).
    Many platforms also honor dwell timers: an alert might require time_inside ≥ 120 s to reduce false positives from GPS bounce. Continuous comparison happens on-device, in the cloud, or both, depending on latency and data-privacy requirements.

Step 4: Triggering an Event

When the evaluation logic flips from outside→inside, inside→outside, or hits a dwell threshold, the platform fires one or more actions:

  • Push notification to a mobile app
  • SMS or voice call for high-urgency alerts
  • Webhook/REST callback to a CRM, fleet, or marketing automation tool
  • Data log entry for later reporting
    The faster the round-trip—from coordinate to user alert—the more suitable the setup is for safety and security workflows; marketing campaigns can typically tolerate a few seconds of lag.

Step 5: Logging, Analytics, and Feedback Loops

Every fence crossing is timestamped and stored with metadata (device ID, fence ID, event type). From there you can:

  • Pull KPIs like on-time delivery rate, coupon redemption uplift, or unauthorized-movement incidents.
  • Audit compliance for contracts or regulations.
  • Iterate: shrink an overly broad radius, add a night-only schedule, or raise the dwell timer to cut noise.
    Mature systems even run machine-learning models on historical geofence data to predict future demand or optimize fleet routes, making each new fence smarter than the last.

Together, these five stages transform simple lat/long readings into actionable, real-world outcomes—and now you know exactly what happens at each stop along the way.

Setting Up Your First Geofence: A Beginner-Friendly Walkthrough

You don’t need to be a developer—or even understand the math behind how geofencing works—to spin up a reliable virtual boundary. Most commercial dashboards and mobile apps now offer drag-and-drop fence builders, pre-made alert templates, and step-by-step wizards. What does separate a smooth rollout from a messy one is a clear objective, the right platform, and a quick round of field-testing. Follow the mini-playbook below and you’ll go from blank map to production-ready fence in less than an hour.

Clarify Your Objective and Success Metrics

Start with the “why” before touching any software. A tight goal guides every later choice—from fence size to alert channel.

  • Marketing example: “Send a 15% off coupon to shoppers who linger near the storefront for 3+ minutes.”
    • KPI: Coupon redemption rate
  • Fleet example: “Flag if any truck leaves the warehouse lot after 9 p.m.”
    • KPI: Unauthorized-movement incidents per month
  • Caregiver example: “Notify me if Dad exits the 300-ft radius around his house.”
    • KPI: Average caregiver response time

Keep KPIs measurable and time-bound so you can prove value quickly.

Choosing a Platform or Tool

You have three broad options:

Option Skill Level Best For Watch-Outs
Mobile SDK (iOS/Android) Intermediate Custom consumer apps Requires coding, store approvals
Mapping APIs (Google Maps, ArcGIS) Intermediate Web dashboards, analytics Usage fees, rate limits
Turnkey GPS tracking platform Beginner Vehicle/asset monitoring, mixed alerts Hardware cost, subscription plan

If your use case involves vehicles or assets—and you want instant alerts without writing code—lean toward a dedicated GPS tracking platform. The dashboard already handles location polling, fence math, and multi-channel notifications.

Drawing the Fence and Setting Rules

Inside the dashboard, zoom to your target location and pick the drawing tool:

  1. Circle: Click once, drag to desired radius. Good for storefronts or home zones.
  2. Polygon: Click around the perimeter of an irregular lot or jobsite; double-click to close.
  3. Corridor/Route: Upload or draw a line, then set buffer width (e.g., 250 ft) to watch for route deviations.

Rule tweaks that save headaches later:

  • Minimum reliable radius: 100–150 m for smartphone marketing; 30–50 m for professional GPS hardware.
  • Schedule: Restrict monitoring to business hours or night shifts.
  • Event type: Choose enter, exit, bidirectional, or add a dwell timer (common default: 120 s).

Configuring Alerts and Integrations

Match the alert channel to urgency:

  • SMS/voice: Safety breaches, theft, elderly wander.
  • Push notification: Marketing coupons, loyalty nudges.
  • E-mail: Daily summary reports or low-priority updates.
  • Webhook/IFTTT/Zapier: Auto-create support tickets, update CRM contact logs, flip a smart-home switch.

Most platforms let you stack channels—e.g., SMS first, e-mail fallback—so critical messages never slip through.

Testing and Optimization

Never trust a fresh fence until you’ve walked or driven through it.

Checklist Status
Device has location permission set to “Always” ☐
Battery-saver off or whitelisted ☐
Fence boundaries don’t overlap another active fence ☐
Enter, exit, and dwell alerts trigger as expected ☐
Alert latency ≤ desired threshold (note the seconds) ☐
Reports show correct timestamps and device IDs ☐

Tips:

  • Use the platform’s “simulate movement” feature if available; otherwise, physically cross the boundary a couple of times.
  • If alerts fire too often, widen the dwell timer or shrink the fence overlap.
  • For missed events, verify GPS accuracy in the event log—urban canyons may require a larger radius or Wi-Fi assist.

After a week, review the KPI dashboard. Adjust fence size, schedule, or alert priority based on real-world performance. A little post-launch tuning ensures your first geofence is both reliable and respectful of user battery life—and that gives you the confidence to scale up to dozens or even hundreds of fences down the road.

Real-World Applications Across Industries

Once you understand how geofencing works, the next question is obvious: “What can I do with it?” The short answer—almost anything that hinges on knowing when people, vehicles, or assets cross a location threshold. Below are five common verticals where geofencing already saves time, cuts costs, or delights customers. Use these examples as idea fuel while you design your own fences.

Marketing & Retail Engagement

  • Hyper-local promos: Push a buy-one-get-one offer to shoppers who step inside a 150 m bubble around your storefront and dwell for 3 minutes.
  • Curbside pickup: Trigger an in-app “I’ve arrived” message so staff can run orders to the car, shaving minutes off wait times.
  • Competitor conquesting: Detect when users enter a rival’s parking lot and drop a digital coupon meant to lure them back.
    KPIs marketers track include foot-traffic lift, coupon redemption, and incremental revenue per visit—all now tied to precise fence events instead of fuzzy ad impressions.

Fleet Management & Logistics

  • Proof of delivery: A polygon geofence around each customer depot auto-logs arrival and departure times, eliminating manual check-ins.
  • Route adherence: Apply a corridor fence 250 ft wide around the approved route; any exit event flags potential detours or unauthorized stops.
  • Yard management: Separate inbound and outbound zones so dispatch knows when a trailer is ready, cutting idle time and demurrage fees.
    Because vehicle trackers report every 30–60 seconds, geofence alerts hit dispatch in near real time, giving operators the chance to reroute trucks before small delays snowball.

Security & Asset Protection

  • Heavy equipment: If an excavator leaves the jobsite boundary after hours, the system blasts an SMS and e-mail with a live map link.
  • Car share or rental: Define a city-wide fence; exit events can throttle the engine or alert support that the vehicle crossed a no-go line.
  • High-value cargo: Dynamic fences follow a moving shipment, creating a 500 ft safety bubble that travels with the truck—any breach suggests tailing or theft.
    These use cases lean on low-latency triggers (often ≤10 seconds) and tamper-resistant GPS hardware to outsmart thieves.

Health, Wellness & Safety

  • Elderly care: Caregivers receive a push alert when Grandpa spends more than 5 minutes outside a 300 ft home radius, reducing wandering risk.
  • Lone-worker safety: Utility techs log periodic “I’m okay” check-ins; failure to re-enter a scheduled fence spawns an escalation workflow.
  • Medication reminders: Smart pill bottles nudge patients only when they’re physically at home, reducing irrelevant alerts during errands.

Smart IoT & Automation

  • Agriculture: Virtual paddocks keep livestock inside safe zones and notify the farmer if a gate is left open.
  • Drone operations: No-fly geofences prevent UAVs from straying into restricted airspace; some autopilots hard-stop at the boundary.
  • Warehouses: Autonomous robots reduce speed when they cross into mixed-traffic areas, inspired by a color-coded floor plan that doubles as a digital fence map.

These field-tested scenarios prove that geofencing isn’t just tech hype—it’s a flexible, affordable tool for solving everyday business and personal challenges.

Pros, Cons, and Limitations of Geofencing

Every shiny tool has a few scuff marks. Understanding the upside and the trade-offs behind geofencing helps you decide where the technology fits—and where it doesn’t—before investing dollars or developer hours. The quick summary below weighs the chief benefits against the most common pain points, then offers practical fixes so you can squeeze maximum value from everything you’ve learned about how geofencing works.

Key Advantages

  • Pinpoint relevance
    Push messages or alerts fire only when a device is at the right place and (optionally) time, driving real engagement. Marketers often see click-through rates rise 15–20 % compared with generic blasts.

  • Operational efficiency
    Automated arrival and departure logs remove clipboard tasks, saving fleet managers an average of 30 minutes per driver shift and cutting fuel waste by up to 12 %.

  • Cost avoidance & loss prevention
    Construction firms report 30 % fewer theft incidents after adding after-hours job-site fences; insurance discounts sometimes offset the cost of the tracker itself.

  • Safety and compliance
    Dwell-time fences ensure hazardous-material trucks don’t linger near schools, helping businesses meet DOT and OSHA guidelines without extra staffing.

  • Data-rich insights
    Continuous event logs feed dashboards, revealing patterns—such as peak shopping windows or chronic route detours—that manual spot checks miss.

Common Drawbacks and Challenges

  • Time and expertise to set up
    Drawing dozens of accurate polygons, especially for large campaigns, can take hours and requires good map data.

  • User opt-in hurdles
    Location services must be on; if a customer toggles them off, no fence will trigger. (PAA: “Does geofencing work if location is off?”—short answer: no.)

  • Scale and visibility limits
    Campaign reach is capped by the number of devices inside the fence. Ad viewability drops if users don’t open the app or notifications.

  • Technical gremlins

    • GPS drift indoors or in urban canyons can cause false exits.
    • High sampling rates drain batteries.
    • Overlapping fences may fire duplicate alerts.

  • Privacy and legal exposure
    Mishandled consent or vague disclosures risk fines under GDPR, CCPA, or TCPA.

Mitigation and Best-Practice Tactics

  • Make permission flows clear and value-driven: “Enable location to get 15 % off when you arrive.” Ask once, then honor opt-outs.

  • Fuse sensors (GPS + Wi-Fi + BLE) to sharpen accuracy indoors and throttle polling when the device is stationary to save battery.

  • Use dwell timers (e.g., 120 s) and schedule windows to filter out drive-bys and night-time noise.

  • Set frequency caps on marketing pushes—think one coupon per 24 hours—to avoid alert fatigue and keep app uninstall rates low.

  • Audit fence boundaries quarterly; remove or resize those with high false-positive counts.

With these safeguards, you capture the lion’s share of geofencing’s benefits while sidestepping the usual pitfalls—turning virtual perimeters into real-world ROI.

Privacy, Ethics, and Legal Considerations

The following material is for general information only and should not be taken as legal advice. Because geofencing deals with location data—often classified as “sensitive personal information”—you must understand the rules of the road before you launch production fences. A single misstep can turn an otherwise brilliant campaign or safety program into a PR headache or, worse, a regulatory violation.

Regulatory Landscape You Should Know

Governments have tightened the screws on location tracking over the past decade. While exact obligations vary by jurisdiction, four frameworks show up in most legal reviews:

  • GDPR (European Union) – Treats precise geolocation as personal data. You need a lawful basis (usually explicit consent) and must honor rights to access, correction, and erasure. Fines can reach 4 % of global turnover.
  • CCPA/CPRA (California) – Requires clear disclosure of “selling” or “sharing” location data and offers consumers the right to opt out. Penalties stack per user per incident.
  • TCPA (US) – Governs automated calls and texts. If your geofence triggers an SMS coupon, prior express written consent is mandatory.
  • FTC Guidance (US) – Focuses on unfair or deceptive practices. Misstating how geofence data is used can prompt enforcement—even without a dedicated privacy statute.

Some industries also face sector rules (HIPAA for health, COPPA for children). Check with counsel if your use case touches regulated populations.

Securing User Consent and Managing Permissions

Regulations aside, transparency builds trust. Best practice flows usually follow this sequence:

  1. Value proposition first: “Enable location so we can notify you when your order is ready.”
  2. Plain-language toggle: A single checkbox or OS-level prompt labeled “Always Allow” or “While Using the App.”
  3. Granular controls: Let users pause specific fences (e.g., marketing) without killing critical safety alerts.
  4. Easy exits: Unsubscribe links in every SMS, an “Opt-Out of Location Tracking” menu item, and wipe-out buttons that delete stored events.

For shared devices—think company tablets or pool cars—post signage reminding users they are being tracked, and collect acknowledgments during onboarding.

Data Protection and Storage

Knowing how geofencing works technically is only half the battle; you must also protect the resulting data:

  • Encrypt in transit and at rest using TLS and AES-256.
  • Segment access with role-based permissions so marketers can’t view fleet driver trails and vice versa.
  • Minimize retention: Keep raw pings only as long as they serve the stated purpose. Many teams purge after 30–90 days and aggregate the rest.
  • Maintain audit logs of who accessed or exported geofence events; they’re invaluable during compliance reviews.
  • Prepare export tooling so you can fulfill “right to access” requests within the statutory window (30–45 days in most regions).

Follow these guardrails and you’ll respect user autonomy, satisfy regulators, and keep your geofencing program on the right side of public opinion.

Choosing the Right Geofencing Solution

With dozens of APIs, SDKs, and hardware bundles boasting “plug-and-play” geofences, narrowing the field can feel like comparing apples to routers. Instead of chasing shiny features, work backward from your goal and match it to the metrics that matter. The checklist below helps you translate how geofencing works in theory into a buying decision that sticks in practice.

Critical Evaluation Criteria

Factor Why It Matters Quick Test
Accuracy & Update Rate Determines alert precision and fuel-saving potential Cross a known fence and measure latency in seconds
Maximum Fence Count Needed for multi-site fleets or large retail footprints Ask for hard limits per device and per account
Alert Channels SMS, e-mail, push, webhook—fits urgency levels Verify you can stack channels with priority rules
UI & Workflow Drag-and-drop drawing, bulk import, role permissions Request a sandbox login; time how long it takes to build 5 fences
Pricing Model Hardware cost, data/SMS overage, per-fence fees Total 3-year TCO, not promo pricing

If a vendor dodges any of these questions, treat it as a red flag.

Deployment Models: On-Device vs. Cloud vs. Hybrid

  • On-Device: The phone or tracker does the math locally, then fires an OS-level trigger. Battery-friendly for small fences but limited by mobile-OS caps (20 per app on iOS).
  • Cloud: Coordinates stream to a server that crunches fence logic. Scales to thousands of fences and supports heavy analytics, but needs constant connectivity.
  • Hybrid: Basic enter/exit is handled on-device for speed; complex dwell or route deviations are finalized in the cloud. Best choice for fleets that roam through coverage dead zones.

Stand-Alone Apps vs. Integrated GPS Tracking Platforms

Building your own app gives you pixel-perfect control, but beware the hidden lift: location permissions, background mode tweaks, compliance paperwork, and a dev team on call 24/7. For vehicle or asset use cases, an integrated GPS platform often wins because it:

  1. Ships with certified hardware (OBD, hardwired, or battery).
  2. Bundles map licensing, data SIM, and over-the-air updates.
  3. Provides instant dashboards for trips, idling, and driver behavior—no code required.

Unless customer-facing UX is the product itself, turnkey platforms usually get you ROI months faster.

Future-Proofing Considerations

  • Multi-GNSS & 5G: More satellites and lower latency shrink accuracy gaps.
  • Sensor Fusion: BLE, UWB, and barometric inputs cut indoor drift.
  • Open APIs: Ensure you can pipe fence events into CRM, ERP, or AI tools later.
  • Edge Computing: Look for road-map commitments to on-device ML that flags anomalies before data ever hits the cloud.

A vendor who can articulate where their roadmap meets these trends is far more likely to keep your solution relevant for the next five years.

Frequently Asked Questions About Geofencing

Still have a few nagging questions before you jump in? Below we tackle the queries that pop up most often when people first research how geofencing works. If you don’t see your concern addressed, jot it down—by the time you finish this FAQ, you’ll know exactly what to ask a vendor or developer next.

Does Geofencing Work if Location Services Are Off?

In almost all consumer scenarios, no. A smartphone must expose some form of location signal—GPS, Wi-Fi, or cell ID—for the OS or app to test whether it sits inside a fence. If the user flips location services to “Off,” the device reports nothing and the fence can’t trigger. Dedicated GPS hardware is different: its receiver keeps running regardless of phone settings, so fleet and asset geofences continue to fire even when a driver’s handset is offline.

What Are the Two Simplest Types of Geofencing?

Ask any mobile-SDK documentation and you’ll see the same baseline split:

  • Active geofences ping the location engine at regular intervals, enabling near-instant enter/exit events but at a higher battery cost.
  • Passive geofences log positions only when another app or system component requests them, conserving power yet introducing delay.
    Most commercial tools layer additional flavors—static versus dynamic, one-time versus recurring—but “active vs. passive” is the starter vocabulary.

How Accurate Is Geofencing?

Outdoors with a clear sky and modern GNSS chips, expect 3–10 m (≈10–30 ft) precision. Urban canyons see ±20 m, and purely cellular triangulation may drift beyond 100 m. Indoor Wi-Fi or BLE beacons tighten that back to 5–15 m, while RFID and ultra-wideband can nail sub-meter accuracy. Blending multiple sensors, adding dwell timers, and sizing the fence generously all help mask normal jitter.

How Big or Small Can a Geofence Be?

Mobile operating systems impose practical limits. iOS and Android tend to ignore circular fences under about 50 m in radius, so marketing teams usually start at 100–150 m to offset GPS bounce. On the upper end, you can create statewide or even country-wide polygons, but larger areas generate more background processing and dilute usefulness. Fleet trackers often live in the sweet spot of 30–500 m circles and property-shaped polygons.

How Much Does It Cost to Implement Geofencing?

Costs break down four ways:

  1. Software/API fees – Free tiers exist, but commercial plans run $0.005–$0.02 per event or $10–$50 per 100,000 calls.
  2. Hardware – Vehicle or asset trackers range from $40 for an OBD plug-in to $200+ for rugged, solar units.
  3. Connectivity – Data SIMs and SMS bundles add $3–$15 per month per device.
  4. Development or setup – DIY app builds can climb into five figures; turnkey platforms often bundle everything for $15–$30 per month per tracker.

Crunch all four and you’ll know whether rolling your own or licensing a service delivers the best ROI.

Key Takeaways on Geofencing

  • A geofence is simply a virtual boundary on a map. Software watches live location data and triggers an action—alert, log entry, coupon—when a device enters, exits, or stays inside that area.
  • The five-step workflow you learned (collect, define, monitor, trigger, analyze) is the backbone of how geofencing works whether you’re running a retail campaign or protecting a bulldozer after hours.
  • Versatility is the big win: marketers drive hyper-local engagement, fleet managers automate proof-of-delivery, caregivers gain peace of mind, and IoT systems unlock hands-free automation—all with the same underlying tech.
  • Smart setup and respectful data practices matter. Accurate sensor fusion, dwell timers, clear opt-ins, and encrypted storage minimize battery drain, false alarms, and privacy risk.

Ready to see geofencing in action? Check out LiveViewGPS to explore GPS trackers that ship with turnkey geofence tools you can deploy today.

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