How to use Location Report in Google Analytics

Step-1: Navigate to the ‘Location’ report:

Navigate to the ‘Location’ report

Step-2: Make sure the date range of the report is set to the last three months.

Step-3: Click on the ‘Ecommerce’ tab of the report:

Click on the

Step-4: Scroll down to the data table and make a note of the top 5 countries in terms of sending traffic to the website:

Scroll down to the data table and take a note of the top 5 countries

For example, from the data table above we can conclude the following:

>> The majority of website traffic (44%) came from the US followed by India, UK, Canada, and Germany. These are the top 5 countries in terms of generating website traffic.

Step-5: Sort the data table by ‘Revenue’ metrics and take note of the top 5 countries in terms of generating website sales:

Sort the data table by

For example, from the data table above we conclude the following:

>> The majority of website sales (89%) came from the US, followed by Canada, Brazil, UK, and India. These are the top 5 countries in terms of generating website sales.

>> US is the most profitable country for targeting as 89% of the website sales are generated from this country. 

Step-6: Summarize your data analysis so far:

>> The majority of website traffic (44%) came from the US followed by India, UK, Canada, and Germany. These are the top 5 countries in terms of generating website traffic.

>> The majority of website sales (89%) came from the US, followed by Canada, Brazil, UK, and India. These are the top 5 countries in terms of generating website sales.

>> The US is the most profitable country for targeting as 89% of the website sales are generated from this country. 

Step-7: Now keeping this location data in mind and all the great understanding that you have developed so far by interviewing your client, provide insight.

Following is an example of insight:

The US is your most profitable country to target. You should be directing all of your marketing efforts and ad spend to generate more sales from this country. 

Yes, you are generating sales from a dozen other countries but at what cost? You also need to keep CPA in mind. When you have exhausted the US market then move to Canada as it is closest to the US. After that proceed to the UK.

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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