The location report shows places from which visitors came to your website. It’s a detailed report with sections about the country, continent, and city, and sections about the internet service provider (ISP), organization, and designated market area (DMA).
Location data is useful for understanding who you are reaching. It helps you better target visitors with your website’s content and online campaigns. In the report, you can narrow down the data to see only the audience that interests you, or you can view the broad picture of the whole world.
Remember, data about the location are taken from the visitor’s IP address, so if the visitor uses a VPN, it can fool the data. Also, if you use any kind of visitor’s IP address anonymization, it will influence location data.
To view the report, follow these steps:
- Go to Menu > Analytics (new).
- Navigate to Reports.
- On the left, click Location.
- View the report.
- To access specific sections of the report, click the section name.
- Also, whenever you see a nested dimension in the report, you can click the dimension to dig deeper into data.
Metrics in the report
In the location report, you’ll find the following metrics:
- Visitors: The number of unique visitors. Every visitor is counted once, even if they visit the website many times during the day.
- Sessions: The number of sessions performed by visitors. A session starts with the first event and ends 30 minutes after the last event (after the session is over).
- Bounce rate: The percentage of sessions during which visitors viewed only one page and didn’t continue to another page view, goal conversion, or e-commerce conversion.
Bounce rate = Bounces / Sessions * 100%
- Goal conversion rate: The percentage of sessions during which visitors completed a goal.
Goal conversion rate = Sessions with a completed goal / Sessions * 100%(You need to set goals to collect this data.)
- Sum of goal revenue: The revenue counted for the goal. (You need to set goals to collect this data.)