How accurate is IP based geo location identification?
Geo location targeting is built in and available to use with Audiences or Triggers for Country, State/Region, City, and Zip code.
The following are approximate:
- 97-99% accurate on a country level
- 85-90% accurate on a state level in the US
- 75-85% accurate for cities in the US within a 50 kilometer radius
In general, the more specific the location specified - the less accurate.
This is based on the user's IP address.
However, IP based geo location is not to be confused with the "Share your location" prompt in the browser that uses:
Which can be more accurate especially with mobile devices, but is client side script based and also requires the user to consent to allow access to their location data.
Please work with your Optimization Consultant or Solutions Developer if you want to use "Share your location" coordinates in a campaign.