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Geo

Target users based on their geographical location, including their country, state/province, city, zip/postal code, DMA, or mobile carrier.
Geo location parameters allow you to target activities and experiences based on your visitors' geography. You can include or exclude visitors based on their country, state/province, city, zip/postal code, DMA, or mobile carrier. This data is sent with each mbox request and is based on the visitor's IP address. Select these parameters just like any targeting values.

Create an Audience with Geo Targeting

  1. In the Target interface, click Audiences > Create Audience.
  2. Name the audience.
  3. Click Add Rule > Geo.
  4. Click Select, then select one of the following options:
    • Country
    • State
    • City
    • Zip Code
    • Latitude
    • Longitude
    • DMA
    • Mobile Carrier
    A visitor's IP address is passed with an mbox request, once per visit (session), to resolve geo targeting parameters for that visitor.
    For Mobile Carrier, Target uses the IP address registration data (who owns the block of IP addresses) to determine the appropriate mobile carrier using Mobile Country Codes (MCC) and Mobile Network Codes MNC).
  5. (Optional) Click Add Rule and set up additional rules for the audience.
  6. Click Save.

Accuracy

The accuracy of geo targeting depends on several factors. WiFi connections are more accurate than cellular networks. When the visitor is using a cellular data connection, the accuracy of the geo-lookup can be affected by location, the provider's data relationship with deviceatlas, and other factors. Cell tower-based network connections might be less accurate than wired or WiFi connections. Also, a visitor's IP address might be mapped to his or her ISP location, which might not be the same as the visitor's actual location. Some mobile geo-location issues can be solved using the Geolocation API.
The following table shows the accuracy of IP-based geographical information from DigitalEnvoy for wired or WiFi Internet connections. DigitalEnvoy provides the most accurate data in the industry. Global accuracy is more than 99.9 percent at the country level and is up to 97 percent accurate at a city level. Accuracy information does not apply to cell tower-based networks.
Country
State
City
Region
US
99.99%
96%
94%
Canada
99.99%
96%
94%
Europe
99.99%
UK
99.99%
87%
Germany
99.99%
95%
93%
Scandinavia
99%
Low 90s
Mid 80s
Spain
99.99%
Around 90%
Mid to high 90s
Asia
99%
Mid 90s
Low 90s
Japan
99.99%
Mid 90s
Low 90s
Australia
99.99%
94%
91%

Using Geo-Targeting in Profile Scripts

You can use geo information for profile scripts.
For example, use:
  • profile.geolocation.country
  • profile.geolocation.state
  • profile.geolocation.city
  • profile.geolocation.zip
  • profile.geolocation.dma
  • profile.geolocation.domainName
  • profile.geolocation.ispName
  • profile.geolocation.connectionSpeed
  • profile.geolocation.mobileCarrier
So, you can write a target expression called "From North America" with the following code:
return profile.geolocation.country == 'united states' || profile.geolocation.country == 'canada' || profile.geolocation.country == 'mexico';

Using Geo-Targeting Values as Tokens

You can now use profile.geolocation values directly as tokens in offers, plugins, and so forth.
For example, use:
  • ${profile.geolocation.country}
  • ${profile.geolocation.state}
  • ${profile.geolocation.city}
  • ${profile.geolocation.zip}
  • ${profile.geolocation.dma}
  • ${profile.geolocation.domainName}
  • ${profile.geolocation.ispName}
  • ${profile.geolocation.connectionSpeed}
  • ${profile.geolocation.mobileCarrier}
  • ${profile.geolocation.latitude}
  • ${profile.geolocation.longitude}

Geotargeting FAQ

How do I specify latitude and longitude?
  • The value for latitude/longitude should be a numeric value in degrees.
  • The value for latitude/longitude can have a maximum precision of five decimal places.
  • The value for latitude should be between -90 and 90.
  • The value for longitude should be between -180 and 180.
How does geo targeting work for mobile devices?
The vast majority of mobile device users access content via WiFi, which means Target's IP-based geo targeting is as accurate as on a desktop. Cell tower-based connections might be less accurate because the visitor's IP address is based on the tower where the signal is being picked up. Some mobile geo-location issues can be solved using the Geolocation API.
How does geo feature handle visitors from AOL?
Due to the way AOL proxies its traffic, we can only target them at a country level. For example, a campaign targeted to France will successfully target AOL users in France. But a campaign targeted to Paris will not successfully target AOL users in Paris. If your intent is to specifically target AOL users, you can set the region field to "aol." In fact, you can target US AOL users by specifying two targeting conditions: country exactly matches "united states" and region exactly matches "aol."
What location granularity does geo targeting provide?
  • Country - global
  • State/province/region - global
  • City - global
  • Zip/postal code - US, Germany, Canada
  • DMA/ITV (UK) - US, UK
  • Mobile carrier - global
How can I test my campaigns as if I'm a user coming from a different location?
You can override your IP address with an IP address from a different location and use the mboxOverride.browserIp url parameter. So if your company is in the UK, but your global campaign targets visitors in Aukland, New Zealand, use this style of URL assuming that 60.234.0.39 is an IP address in Auckland:
https://www.mycompany.com?mboxOverride.browserIp=60.234.0.39
You'll need to clear your cookies before doing this.
How are territories, such as Puerto Rico and Hong Kong, mapped into the geo-targeting structure?
Puerto Rico, Hong Kong, and other territories are treated as separate "Country" values.

Training video: Creating Audiences

This video includes information about using audience categories.
  • Create audiences
  • Define audience categories