Measuring geographic performance

  • View your ads’ geographic performance to understand better how your ads are doing in different locations.
  • Location reports in AdWords can show the places where your customers are physically located, or the locations that they showed interest in.

Much like how snorkeling is popular in Hawaii and sledding is in Alaska, you may find that your business flourishes in particular parts of the world. Performance data in your AdWords account can help you identify those geographic areas, so you can decide where to focus more of your advertising efforts and budget.

Geographic and user locations reports

If you’ve already applied your location targeting settings and your campaigns have been running for a while, you can track performance by location in the Settings tab, under Locations.

location reports

You can view data from two different types of location reports:

  • What triggered your ad (geographic): Shows your customers' physical locations, or locations that they had shown interest in through searches or content that they had viewed.
  • Where your users were (user locations): Shows only your customers' physical locations, regardless of any locations that they may have shown interest in.

Your location reports allow you to view your ad performance at the most specific level available for targeting – in other words, if you were targeting the United States, you could view location data down to the postcode, university or airport level. This gives you a more detailed view of the locations where your campaigns are performing well.

Keep in mind that your location reports can only show data about location target types that you can target within the country. For example, in India, advertisers can target at the region level, so your location report for India will show data for regions. In countries that don't have region or city-level targeting, geographical data is only available at the country level.

Find out more about how we determine geographic location when showing your ads.

How to apply your location reports

You can pull a report for what triggered your ad and another report for where your users were, then overlay them to get an idea of where your customers are located, even if they had been interested in a location different from their physical location.


You own a bookshop in Geelong. When you pull a report for “What triggered your ad” (which includes physical location and location of interest data), you find that you got 70 ad impressions in Geelong and 30 ad impressions in Melbourne.

You then pull a report for “Where your users were” (which includes only physical location data) and finds that you’ve received 10 ad impressions in Geelong and 90 impressions in Melbourne.

You draw the conclusion that most people searching for your business are physically located in Melbourne, so you decide to allocate more of your advertising budget there.

How to view your location reports
  1. Click the Campaigns tab.
  2. Select the campaign or ad group you'd like to see in the side panel. You can also see statistics for your entire account by clicking All online campaigns in the panel.
    Multiple Campaigns
  3. Click the date range menu on the top right corner of the page and select the time period that you'd like to review.
  4. Click the Settings tab.
  5. Click Locations (underneath the Settings tab).
  6. Click the View locations reports and select What triggered your ad or Where your users were from the drop-down menu. Your data will be displayed by location.
  7. If you want to drill down to a different geographic level, select the box next to one or more of the locations in the table and click Select view for... locations. You’ll be able to view data for the location target types that are available for all of the selected locations. You can continue to refine your report by selecting locations and clicking Select view for... locations.
  8. To download the data in a report, click the download button above the table.
Try it out

Variation in geographic reporting numbers

The geographic data in your AdWords statistics table may vary somewhat from other data in your account or sources such as third-party tracking or web logs. Click the section below to see a few possible reasons.

Reasons for data variation
  • Campaign or billing summary: Performance data may vary slightly from data in your campaign summary or billing summary because our data collection techniques can vary. For invoicing and campaign spend, use the reports in the billing summary tab.
  • IP addresses:  IP addresses are routinely re-assigned, and AdWords updates its IP data regularly to reflect these changes. Third-party tracking providers may update their IP data on a different schedule.
  • Invalid clicks: AdWords filters out invalid clicks, so that the number of clicks per geographic area may differ from that shown by other data sources.
  • Location of interest: AdWords may pick up on locations that a customer is interested in, which other data sources may not be able to detect.
  • Other sources of traffic: Third-party tracking providers may count all sources of traffic to your site, instead of just AdWords traffic. For example, let's say AdWords generates 50 visits to your site, but your site has a total of 100 visits from all sources. AdWords will only report on the 50 clicks from AdWords traffic.