User location
Webmarketer collects the location of your users in order to power various features (audiences, and so on). To get the most out of the features based on user location, that location should ideally be as precise as possible.
Location based on user interactions
Automatically, and without any configuration on your side, Webmarketer determines the most likely location of your users from their interactions.
This kind of location provides an approximate location for users who did not fill in an address on the events they produced.
The location is derived from the users' IP addresses. Using a clustering algorithm and an analysis of interaction dates, Webmarketer groups the different locations to infer the most likely one.
Handy as it is, this location system relies on IP address geolocation, whose accuracy varies (around 95-99% at country level). We recommend taking advantage of the event-based location feature.
Location based on user events
This method yields far more reliable user locations than interactions do. You can designate a user field of type location, which Webmarketer then uses to determine a user's location whenever they produce events filling in that field. As soon as a user has at least one event carrying that field, their location is automatically derived from the location they provided rather than from their interactions.
Only one user location field can be designated at a time within a project, to avoid conflicts should an event report several of them.