See where ad traffic comes from with the Geographic report
See where your traffic is coming from so you can validate whether your location targeting strategy is successful and identify opportunities to improve. The geographical location report is available on both the reports page and Dimensions tab.
Once you set a campaign to target by geographic location, use the Geographic report
to find out how your ads are doing in different locations. This information can help you decide where to focus more of your advertising efforts.
Two columns in this report give you details about the geographic location:
Location type: Shows the location used to serve your ad, either the customers' physical location or where they were looking (their location of interest).
Most specific location: Shows the most specific location that was used for targeting, giving you a more detailed view of where your ads are being displayed.
Based on system and data limitations, Microsoft Advertising can't always receive the most granular location. For example, this column could list a city, a state or an entire country.
How to read the report
Let’s say you sell products only in Seattle, and you’re using the default targeting option
for your campaign (“People in, searching for, or showing interest in your targeted location”). Your Geographic report shows
that 100 ad clicks have a “Physical location” location type and 80 ad clicks have a “Location of interest” location type.
Based on this data, you conclude that along with many local searchers (searching their "physical location"), a significant number of people from outside Seattle are searching for a business like yours in Seattle (the "location of interest"). So, you might expand
your location targeting to a larger radius, including other cities in the region, to reach out to potentially more interested people.
Along with clicks, you can compare the estimated impressions, impression rate (%), click-through rate (%), conversions, and conversion rate (%)
to get a better idea of how your ad is performing in each location.
Create a Geographic report on the Reports page
Click Reports, and on the Reports page, click Standard reports > Targeting > Geographic.
Select the settings you want at Show (unit of time), Date range and Time zone, and select the download Format you want.
Optionally, you can do one or more of the following:
Set your report to include all accounts (the default), or select Specific accounts and campaigns and then choose the accounts or campaigns you want.
Click Choose your columns to add, arrange, or remove attributes and performance statistics for the report.
Click Filter to display specific types of data in your report.
Click My report settings to save the report as a custom report or schedule the report to run at a certain time.
Click Run to run the report, or Download to download the report as a .csv, .tsv, or .xlsx (Excel) file.
Create a Geographic report from the Dimensions tab
Click Campaigns, and on the Campaigns page, click the Dimensions tab, and then next to Show:, open the list and click Geographic.
- In the All Campaigns panel on the left, select the campaign or ad group that you want to report on.
- At the top of the data table, click Download and then select the Format and Segment of the report.
- Click Download.