Are you running a small local business or an international company seeking opportunities to expand or reinforce your web presence in a particular country/city? Well, you can first start using Google Analytics Geo Reports, which can tell you about your visitor’s location and language giving you great insights to better engage and reach your current and potential customers.
So, what will you see in these Geo reports?
- Language Report: displays how many visits and user activity have taken place in different languages.
This report may help you identify other speaking audiences to target. For example, if you’re advertising in English and Spanish, but also getting high conversions coming from people who speak French and Italian, this indicates an opportunity to localize your ads to those languages and communicate directly to a lucrative market.
- Location Report: displays how many visits and user activity have taken place by geographic locations. You can see this data on a map, as well as, in a table chart.
By default, you will find data in terms of sessions.
Hovering over a country will show you the country’s name and how many visits the website had in that country (darker regions displays where you are getting more traffic from). Moreover, on the upper left corner of this report you can use the drop-down menu to find useful engagement metrics like Av. Session Duration or Bounce Rate, so you can see where your site’s most engaged traffic is coming from. Similarly, the location table format will show key engagement and conversion metrics related that you need to review in other to understand results.
Google Analytics enable you to look at geographic data about the visitor’s continent, country, region, city, or even metro area (if available) and can help you in several ways. For example: if you have high conversion rate in a location with low traffic, this can be an indicator of potential demand. These areas might be promising locations for new local branches or retail outlets. Check out if sales are slow in these specific regions, it may indicate that you need to make additional local advertising to build store awareness.
Also, the opposite can happen, with low conversion rates and high traffic in certain locations, it may indicate you haven’t settle the right keywords in your ad campaigns, obtaining as a result unqualified traffic, or maybe, it means you need to offer better content or create incentives (like discounts and great deals) to increase sales.
But, how does google collect Geo Reports data and how accurate is it?
For language reports, Google Analytics collects data from the user’s browser, this means that data doesn’t always truly represent the user’s native language if they settle a different one on their browsers.
For location reports, Google Analytics determines user’s locations from a visitor’s IP address. However, sometimes data may be inaccurate, as IP addresses are set by internet service providers who don't always take into account exactly where visitors are located. For example, if happens that your internet provider sets your IP address to be in Brasilia (Brazil), while you live in Sao Paulo. In this case, it’s recommended to rely only on country data.
Besides, a row called [not set] could appear on Geo Reports, due to the user’s browser privacy settings, when visitors may not want this kind of information freely available. Unfortunately, this can’t be solved and inevitably, there will be some [not set] entries in your reports. The best thing you can do is to make sure that your code is up to date, and implemented error-free.
Even though, there could be some erroneous data in Geo Reports, it still provides you some insights about your user’s location and language. You can always implement your marketing strategies to a small percentage of users, analyze results, make sure it worked on certain locations & languages and finally decide whether to implement them entirely on specific user’s segments or just keep trying to find new ways to get more engagement and return.