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
From the global menu at the top of the page, click Reports > Reports > Targeting > Geographic.
Select from each list the settings you want for Show (unit of time), Date range, and download Format. At What to report on, if you select Specific accounts and campaigns, a box appears for you to select the campaign or account to report on.
For What to report on, you can choose to see how ad extensions are working on All accounts and campaigns, or, if you select Specific accounts and campaigns, pick the account you want in the Available items box that appears.
Under Choose your columns, add or remove the columns to set up your report to show what you want.
Optionally, you can select a Filter to apply to your report.
Click Run to run the report, or Download to download the report as CSV, TSV, or XLSX (Microsoft Excel) file.
Create a geographic report with dimensions
From the Campaigns page, click the Dimensions tab, and then next to Show:, open the list and click Geographic (or from the global menu at the top of the page, click Reports > Dimensions > Locations > 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.