Learn analytics
Understand country and device analytics
Use geographic and device context to investigate website performance without profiling people.
What it is
Country and device reports group measured website activity by broad technical context. They help explain where visits appear to originate and which device class was used without creating a personal audience profile.
Why use it
Use these reports to investigate regional campaigns, localisation needs and device-specific website issues.
Before you start
- Treat location as approximate technical context. VPNs, proxies, mobile networks and provider routing can affect the country or region associated with a visit.
- Use device categories to investigate a hypothesis, not to infer personal characteristics about a visitor.
How to use it
- 1
Review Countries
Compare country-level visitor totals for the selected period. Look for a change that is large enough to affect a campaign, content or localisation decision.
Product screenshot placeholderDashboard - Countries and Devices
Capture focus: Geographic and device context for measured visits
1Country2Device3VisitorsReplace this slot with the matching production surface and numbered callouts before publishing. - 2
Review Devices
Compare device categories to understand the technical context in which visits occurred. Use this as a starting point for responsive design or testing questions.
- 3
Apply one location or device filter
Use Country, Region, City or Device only when it tests a specific explanation. Read the applied filter before interpreting the headline metrics.
- 4
Compare behaviour and outcomes
Check engagement and conversion results for the filtered context. A device with a different conversion rate may reflect traffic source, page mix or sample size as well as the device experience.
- 5
Confirm with direct testing
Use analytics to locate a likely issue, then test the actual page on the relevant viewport, browser or regional setup before changing the site.
What to expect
Context is not identity
Country and device values describe visit context. They do not identify an individual visitor or provide a complete demographic profile.
Small groups move quickly
A few visits can cause a large percentage change in a filtered country or device group. Read the visitor and conversion counts before the rate.
Useful ways to apply this
Investigate mobile conversion
Filter by device, compare the matching conversion count and rate, then test the most relevant journey on the real viewport.
Review a regional campaign
Filter by the target country and campaign source, then compare traffic and completed goals for the campaign period.