Audiences based on visitor location

Check which use cases apply to your business and follow our step-by-step guide to optimize website experience based on a visitor's location.

Personalization based on geo-location can be subtle yet powerful. Use it to target users from a particular geographic area. You can choose between country, region code, city, zip code, and IP-address. So, depending on how granular you want your personalization to be, anything from creating an audience for a whole country to targeting a specific IP address is possible.

Inspiration & ideas for location-based audiences

  • Localized social proof: Dynamically change brand testimonials based on a visitor's location. This way potential customers will know your company is active in their country/region.
  • Localized testimonials: Instead of showing the same “What our clients say”section to everyone, show quotes of local companies. Use brand familiarity to your advantage - your visitors will perceive your business as more approachable and relevant.
  • Localized incentives: Adding statements such as "We deliver to {{City}}" takes 5 seconds. Yet it has proven to increase conversion by 20-30%.
  • Acknowledge unserved visitors: Do you get traffic from countries you currently don't operate in? Does your team waste time on leads from countries they can't serve? Redirect these visitors to a separate landing page and explain the situation. You can let them join a waitlist or simply reduce the number of unqualified leads.
  • Localized headline: Let's say you have stores in five different locations. For these, you could use the headline "Visit our store in Amsterdam/Paris/New York,...". For any other location, switch to "Shop our new collection online".
  • Local phone number: Do you have offices in multiple locations? Don't trouble your visitors with a list of phone number they have to choose from. Simply display the number of the location closest to them. Also, add the country-code for international visitors. Both are quick changes that reduce friction significantly.
  • Local terminology: Cultural idiosyncrasies can strongly impact your conversion. Through subtle changes to product names, descriptions, and call-to-actions you can better cater to local preferences.

tomtom-personalization Example: The TomTom website is identical for visitors from the US and the UK, except for one detail - in BE, a GPS is called a SatNav. Not making this distinction would literally plummet conversion.

How to set up a location-based audience

Targeting options for location-based audiences

  • Country: Select this condition to target visitors in a specific country.
  • Region Code: Region codes are abbreviations for provinces (e.g. in Europe) or states (e.g. in the U.S.).

location1 Targeting visitors from Virginia and North Carolina (list of U.S. state abbreviations).

  • City: It's worth knowing that a geo-location API determines the location of the IP address. In smaller towns and on the outskirts of cities, Internet Service Providers tend to pool IPs which means that they might provide the API with location information that differs from the physical location of the visitor. Also, the Mobile IP protocol allows mobile users to move from one network to another while maintaining a permanent IP which makes it hard to determine their location.


Remember to use the AND/OR condition correctly.

  • Zip Code: If Region codes are too broad (which is often the case for area targeting in the U.S.) and city-based targeting is too narrow, targeting based on zip code might be the right solution for you.


Targeting visitors from the U.S., with a zip code starting with "90" (=Los Angeles, Long Beach, Santa Monica,...)

  • IP: If you know the IP-address of a specific company and/or user, you could use it to target them. Typically, you'll find information about your customer's IP in your CRM. Big companies usually have their own IP range and can be targeted quite specifically. However, most consumer internet connections share their IP address with others.
  • Currency: Use this condition if you want to target different countries that share one currency. For this, use currency abbreviations (e.g. EUR targets the eurozone).

Tips and best practices

  • Remember to correctly use the AND/OR function. For example: Your personalizations can target visitors from two cities but a user can only be in one city at a time. So, use the "OR" function to combine those triggers.
  • Unless checks your audiences in descending order. If the visitor doesn’t match the first audience, it checks the second audience, then the third, and so on. And if a visitor doesn’t fit into any audience you created, they’ll see the unpersonalized, default version of your website.
  • Through Dynamic Content Insertion you can dynamically change information. You can use this to state a user's location (e.g. we deliver to {{country}}) or to dynamically change content (or a CTA) based on a user's location.