Publishers of technology books, eBooks, and videos for creative people

Home > Articles

This chapter is from the book

Task: Understand where to focus your marketing efforts

Now you have an understanding of how many visitors come to the site and how many visits that adds up to. But, how about where those visitors come from? That would be interesting to know so you can target marketing efforts in specific geographical locations where you want to expand your business.

Internet service providers (ISPs) in each market area supply the American Registry for Internet Numbers (ARIN) with the IP addresses they use. Adobe partners with Digital Envoy to provide a geographical tracking tool based on IP addresses. Digital Envoy uses that data to map the IP address of each visitor with the geographic city, state, zip code, and designated marketing area (DMA). Audited independently by Keynote Systems, Inc., Digital Envoy data offers over 99 percent accuracy at the country level, 97 percent accuracy at the region level, and 90 percent accuracy at the city level.

Report: Analyze country, region, city, state, or DMA of visit origin

We’ll discuss this suite of reports on geographical locations together, since they’re very similar, but each uses a specific granularity of geographical area.

Navigate to Visitor Profile > Geosegmentation > Countries Report. This report focuses on identifying which country the visit originated in.

Navigate to Visitor Profile > Geosegmentation > Regions Report. This report focuses on identifying which region, or area within a country, the visit originated in. The region drills down on the country you selected in the Visitor Profile > Geosegmentation > Country Report.

Navigate to Visitor Profile > Geosegmentation > Cities Report. This report focuses on identifying which city the visit originated in. The city drills down on the region/ states you selected in the Visitor Profile > Geosegmentation > Regions/US States Report.

Navigate to Visitor Profile > Geosegmentation > US States Report. This report focuses on identifying which US state the visit originated in.

Navigate to Visitor Profile > Geosegmentation > US DMA Report. This report focuses on identifying which US Designated Marketing Area (DMA) the visit originated in.

Key insights

Reviewing reports that analyze the area of origin for visitors to your site—whichever type of area you choose—can help answer questions such as:

  • Which geographical area contributes the most daily unique visitors for pages tracked in this report suite? Each SiteCatalyst report in this suite shows you the geographical area (country/region/city/state/DMA) from which the visit originated. In addition to the standard “Ranked” and “Trended” views, the “Map” view color-codes the area according to their relative contribution to your total traffic based on the intensity of the color. The intensity of the color increases with the number of daily unique visitors.
  • Which geographical area contributes most to the conversion? Assuming you’ve written these variables to a custom conversion variable, you can segment the conversions by geographical locations to determine which area has the highest conversion.

Interpretation of report data

In interpreting the data with respect to geosegmentation of visitors to your site, it’s important to remember the following:

  • Corporate proxy servers mask the IP address of the visitors accessing the site, so all visits originating from the proxy server are treated as a visitor from the same country, thus underreporting that data.
  • Mobile IP targeting varies from provider to provider.
  • The IP addresses of visitors who use satellite Internet service providers (ISPs) are masked.
  • Military and government IPs record the IP of the home location, not the military base where they are stationed.
  • AOL users originally showed up as “McLean, Virginia,” no matter where the visitor was located. To overcome that, SiteCatalyst now buckets all AOL users into the AOL US segment.

Code implementation and console settings

No specific implementation detail is required to track geosegmentation data. It’s automatically tracked using each visitor’s IP address.

Consider using a visitor identification, segmentation, and transformation architecture (VISTA) rule to automatically replicate the geographical data in five custom conversion variables. This will help you segment the conversions by geographical locations.

Report: Analyze preferred time zones

Navigate to Visitor Profile > Time Zones Report. The browser’s time zone is based on the visitor’s operating system time zone. SiteCatalyst uses that information to determine the visitor’s time zone.

To optimize your channel spend based on geotargeting, determine which time zone visits are high at what time of day. You can tailor your content to the specific time zones that generate most of your traffic.

Key insights

Analyzing your visitors’ preferred time zones can help answer questions such as:

  • At what time should you run a geotargeted campaign? For example, you might have visitors in geographical areas that include the Pacific time zone and the Eastern time zone.
  • When are visitors most likely to convert into customers? This report indicates which time zones your visitors are coming from. All time zones are present in Greenwich Mean Time (GMT), which is the international time standard. If you evaluate the conversions, you can also identify the times when your visitors are more likely to convert.

Code implementation and console settings

No specific implementation detail is required to track time zone data. It’s automatically tracked using default information from the browser.

Peachpit Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from Peachpit and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about Peachpit products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites; develop new products and services; conduct educational research; and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by Adobe Press. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive:

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020