How can you use IP geolocation data to approximate the location of a visitor?

To use the IP address to approximate the location of the user, two pieces of information are critical. First, you must know the physical location of the computer where the IP address is assigned. Once that is known, you must know how the computer is connecting to the Internet.

Let’s say the computer with the IP address is located in Toronto, Canada. If the computer user is connected to the Internet via DSL we can make a location assumption because we know that a DSL connection must be within 1.6 miles of the DSL Server. But if that same user was connecting to the Internet via a dial-up connection, then we know the user can be anywhere in the world and dialing back into his ISP’s POP.

To accurately target a user’s location it is important to have both the physical location of the computer and to know the network connection type. Just looking at the location of the IP address is not enough. To accurately target your users via IP address, it is important to have all this information – ... more.

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