Understanding Geolocation and the Challenges of Mobile Device Targeting In Adobe Analytics

In the world of digital marketing and analytics, geolocation plays a key role in targeting the right audience. However, there are some challenges, especially when it comes to mobile device targeting, due to the nature of mobile networks and IP address allocation. Let’s dive into the nuances of geolocation in mobile environments and how it differs from wired connections.

The Changing Location of a User

Imagine a user at 12:00 PM in one city, and by 3:00 PM, they are identified in another city (based on the geo.city in your analytics tool). This is a scenario that can happen with mobile users, particularly when they are using mobile networks like 4G. As their mobile device moves between locations, the IP address may change, which can lead to discrepancies in tracking their location.

Adobe and other geolocation services rely on the user’s IP address and map it to a geo-location using third-party geo-targeting vendors like Digital Element. However, one key challenge arises when the user’s Internet Service Provider (ISP) changes their IP address. This can affect the accuracy of location tracking, particularly when the user moves between different networks.

The Unreliability of Mobile Geotargeting

Mobile geotargeting on mobile networks like 4G and LTE is generally less reliable than geotargeting on traditional internet connections such as cable or fiber. Mobile networks are often more dynamic, and a user’s IP address can shift frequently, especially when switching between different cell towers or networks.

Connectivity Types and Geolocation Accuracy

Geolocation can generally be broken down into three types of internet traffic:

1. Wired PC-Based Traffic: This traffic is usually the most reliable in terms of geolocation because it uses a fixed IP address provided by the ISP.

2. WiFi-Based Mobile-Device and PC Traffic: This is also fairly reliable since it uses the user’s local network IP, which doesn’t change as frequently as mobile network IPs.

3. Cell Tower-Based Mobile Device Traffic: This is the most volatile in terms of geolocation accuracy since the IP address is assigned dynamically by the mobile carrier and can change frequently.

Targeting Wired and Wi-Fi Traffic

IP geolocation data allows accurate targeting of the first two connectivity types—fixed (wired) and Wi-Fi traffic. For mobile devices, over 80% of internet traffic comes from Wi-Fi connections, meaning that most mobile device traffic can still be accurately targeted using IP geolocation.

Conclusion

While IP geolocation can accurately track and target users based on their connectivity type, it’s important to note that mobile networks introduce more variability. Mobile geotargeting is generally less reliable than wired or Wi-Fi connections, especially when the user’s IP address changes frequently. Understanding these nuances helps in optimizing geolocation strategies for more accurate targeting.

For more details on IP geolocation and its accuracy, check out Digital Element’s accuracy FAQ.