You can use the Geography report to analyze customer activity and behavior by region.

The Geography report shows you the geographic regions in which your website visitors are based. Digital Analytics has partnered with Quova to map the IP addresses of your visitors back to a particular city, state, and country. This allows you to see the geographical areas your website traffic is coming from by city, state, or country.

Monitoring Seasonal Behavior

Determine the effectiveness of seasonal keywords and content offerings. Seasonal terms might have direct regional correlations (perhaps the weather or holiday-specific) that can be used in optimizing online landing pages for specific website content. Use the Geography report with Segments to set these criteria. This will help you to isolate these very specific customer needs and maximize the gain. Apply your Geographic segments to your Marketing, Page, and Product Categories reports to measure marketing, product, and page performance.

Measuring Offline Activity

Offline marketing is expensive and difficult to measure. You can use the Geography report to determine the lift in online traffic and conversions based on the geographic distribution of your promotions. This allows you to close the gap between online and offline marketing efforts.

Regional Targeting

You can measure the results of regional online marketing. Track geography-based online marketing efforts to determine the effectiveness of regional targeting and overall ROI. Add another layer of targeted marketing to your online efforts by reducing spend in regions where certain marketing campaigns and promotions are less successful.

Location Optimization

Identify locations with poor conversion and high traffic. Regions with significant traffic but low conversion rates are being under-served by your website and offerings. By adjusting your website design and offerings you can address the market opportunity and increase website performance.

Location Performance

Identify locations with high conversion and poor traffic. Regions with high conversion and low traffic rates are ideally suited to your business. These locations are ripe for additional online or offline marketing to drive additional traffic and increase website performance.

Determine Fraudulent Traffic

Site website activity that is coming from geographic areas that your website does not serve can be fraudulent. Geography data is based on third-party IP mapping. However, the data that is bucketed under Unknown is not able to be mapped to a specific geographic location based on the IP address that was received. The location data is unknown either because the IP address is not publicly available or it is concealed, such as traffic from the AOL internet service provider.

Unknown and fraudulent traffic

Geography data is based on third-party IP mapping. The data that is bucketed under Unknown is not able to be mapped to a specific geographic location based on the IP address that was received. The location data is unknown either because the IP address is not publicly available or it is concealed, such as traffic from the AOL internet service provider.

As a special case, traffic from AOL users is classified under the term "AOL" at the state level. This classification is because of the configuration of the AOL network. It is not possible to determine the location of AOL subscribers.

You can monitor your visitor traffic for fraudulent activities. Site website activity that is coming from geographic areas that your website does not serve can be fraudulent.

Geography report use case

You are a web analyst at an Internet retail company and are responsible for analyzing the performance of your company's regional marketing campaigns in Texas and California.

The following are the data results you extract from the Geography report three months after the Texas and California marketing campaigns launched.

You draw the following conclusions based on the results from the Geography report.

Texas drove more traffic and conversion for your company website when compared to California. However, the Average Order Value was higher in California when compared to Texas.

Based on this data, you create two Segments, one for Texas and one for California. You filter your Marketing reports to analyze which specific marketing channels visitors from California and Texas are arriving from. You also filter your Product Categories report to analyze which specific products visitors from California and Texas are browsing, abandoning, and buying. Finally, you filter your Page Categories to analyze the specific pages visitors from California and Texas are browsing on your website. You use this data to suggest which marketing campaigns continue to run and which specific products to promote in marketing campaigns. You also use this data to analyze and optimize landing page performance.

Key performance indicators for the Geography report

By focusing on the following key performance indicators when you analyze the Geography report, you can evaluate the geographical locations of your site activity.

The Geography report provides the following metrics in the default view.

Note: The following list of metrics references the retail vertical. The finance vertical might refer to some metrics differently. For example, the Online: Sales metric is called Online: Applications in the finance vertical.

Sessions

The total number of sessions. A session is defined by a sequence of records collected by a common session cookie with no more than 30 minutes (default) of inactivity between collected records.

Online: Sales

The total sales on the website that were placed during the sessions that were initiated from the specified geographic location.

Online: Orders

The total number of orders that were placed during the sessions that were initiated from the specified geographic location.

Page Views

The number of pages that were viewed during the sessions that were initiated from the specified geographic location.

Online: Average Order Value

The average value of a submitted online order: Online: Sales divided by Online: Orders.

Geography data is based on third-party IP mapping. The data that is bucketed under Unknown is not able to be mapped to a specific geographic location based on the IP address that was received. The location data is unknown either because the IP address is not publicly available or it is concealed, such as traffic from the AOL internet service provider. As a special case, traffic from AOL users is classified under the term "AOL" at the state level. This classification is because of the configuration of the AOL network. It is not possible to determine the location of AOL subscribers.

Additionally, if you edit the Geography report, you can add these metrics.

New Buyers

The number of unique visitors who made their first purchase during the specified time period. They can be new or repeat visitors.

New Visitor Sessions

The total number of sessions that involved new visitors.

Orders / Session

The average number of orders per session: Orders divided by Sessions.

Page Views/Session

The average number of pages that were viewed during the sessions that were initiated from the specified geographic location.

Previous Visitor Sessions

Previous Visitor Sessions.