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As a campaign analyst at TechWyse one fo the things I often point my clients to look at in Google Analytics is where your visits are coming from. This is helpful in determining things such as where external marketing campaigns can be created to, how marketing campaigns have done and where your busiest regions are for your business.
The example we are using below is a Canadian company that distributes their products worldwide with a focus on the Canadian and the US markets.
By clicking on 'Visitors' and then 'Map Overlay' we are able to geotarget where visitors are coming from.
The Broad Level Map Overlay View
Here we see there were over 2,300 visitors worldwide during the specified time period. On the map the darker green the higher the number of visitors. With this example most of this client’s visitors are from the US followed by Canada.
Visitors By Country View
The information can then be broken down further by country and viewed in various ways depending on user preference.
In my example I used a pie chart becuase I find it easier to read this way.
Visitors by State / Province View
I can even drill down further and understand the exact states all this US based traffic is coming from! This information is useful as it helped us determine which areas we need to focus our PPC for the client campaigns.
This allowed us to geo target the areas, test lead volumes and allocate budget appropriately.
Visitors by City View
We see California has the highest number of visitors and we can breakdown by area where the visitors are coming from. The darker the orange the higher the visitor concentration.
In the city level view in this example, the highest numbers of visitors are from Los Angeles.
We can even breakdown the traffic further by traffic source. From here we noticed most of his visitors are from the US for his PPC campaign. 
How can I use this information to help his campaign? The possibilities are endless! This is just one example of how a company can use Google Analytics to help make continuous improvement on company ROI.
If you have any questions or would like me to address your question in my next Analytics tip of the week feel free to comment below!
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3 Responses to “How Can I Track Where My Visitors Are Coming From In Google Analytics?”
Good work, you’ve explained it clearly. The title too tells us what it is in it. I like your approach since it is an extremely interactive method to put across topics like this.
November 16th, 2009 at 12:05 am
Great Statistics! It’s very helpful in the sense that all kinds of reports can be tracked using mouse clicks and can pin-point the reports further down. These kinds of reports can help to identify the right markets which can help to expand the business.
November 16th, 2009 at 7:21 am
The map views are nice, but they are static. What I’d like to be able to do is to look at the visitors timeline graph by state or city. In other words, I’d like to be able to see how visits from state such-and-such have evolved over time.
Is there a way to do that?
November 27th, 2009 at 12:42 pm