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Tracking the website Visitors' Location or approximate location can be useful for multiple reasons: you can run localized campaigns on your site, target specific cities and countries with your ads based on your site's data, display different content on some pages, or add multiple languages to your site.

What is the Visitor Geolocation and how accurate is it? 

Visitor Geo-Locations is quite self-explanatory, as it refers to your website visitors' location or approximate location. There are a couple of ways to track this: either via an HTML5 feature using a geolocation API (Application Programme Interface) or via IP lookup. 

The Geolocation API works like a pop-up asking the visitors if they agree to share their location, and if the answer is yes, then the site admin will receive the coordinates. If the answer is negative, then no visitor location is provided. 

The IP lookup is the most common way to track the visitors’ geo-location - most IPs are public, hence, there are lots of IP location providers on the web. By using a provider, one can easily see where the IP was last registered. The downside of this is that sometimes, the IP provider does not update the info, so, if an IP was newly assigned, there are is a high chance to still have its old location.

For obvious security reasons, there are a lot of analytics tools that will not provide the exact location, though. Google is cross tracking data, so because they know what you Google, the videos you watch on Youtube, what is in your Gmail inbox and what ads you click, they do not provide the exact location within the analytics tool. Because it would be too revealing. But the info used for targeting reasons though, within the Ads service. Other tools, such as Visitor Analytics, add an algorithm to the received location in order to add a few km radius. So, you will not see the exact street and number of your visitors, but you will the visitor a few km away from his location (usually, this means the same neighborhood). This is still a piece of very accurate information and more than enough to help you set a proper targeting in your ads or on your site.

How are the Website Visitors by Country Tracked?

When a person visits a website, their computer, smartphone or other types of device exchanges information with the website's server. Each web page is made up of multiple files and the server transmits each one of these files to the user’s browser. From this type of data, traffic can be monitored on the website's homepage and all the other webpages and also on segments of the site. This way analytics tools determine exactly how many visitors each segment receives.

Why is the Visitor Geolocation important?

There are multiple ways to use the number of visitors by geo-location. Within Visitor Analytics there are 3 types of metrics to look at:

  • Visitors by country 
    Website visitors are important as in most cases, they validate the success of a website. The more visitors a website has, the higher the brand awareness and the higher the chances of conversion. But knowing the target audience is one of the first steps towards a successful business. The location of the visitors is crucial to providing relevant content and services.
    You can also add multiple languages to your site, display different content based on the visitor country, run campaigns based on specific holidays or post new blog posts based on the visitors’ timezone!
  • Visitors by city
    Identifying your visitors' cities you will have a better targeting in your Social Media and Google Ads, you can use local events and happenings to hook your visitors fast and use the information to transform your visitors into customers faster if you have an office or shop as well in the said cities. Or identify ways to provide your service easier in cities that lookup for you and you are not there yet.
  • All Visitors Map 
    Within Visitor Analytics you are able to check the Map of Visitors that will easily display the number of Visitors, in a given time range, all around the globe. So you can have a quick overview of how the website is performing across countries, without going through charts and tables.