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How to Create a Google Analytics 4 (GA4) Location Report in Looker Studio

Writer's picture: Sotirios SeridisSotirios Seridis

If you're curious about user activity in multiple nations, cities, or regions, creating a location report using Google Analytics 4 (GA4) data in Looker Studio is a great way to see where your website traffic is coming from. Whether you're tracking website visits from Tokyo to Toronto or app users from Austin to Amsterdam, Looker Studio makes it simple to visualize location-based data. In this article, we'll walk you through on how to create a Google Analytics 4 (GA4) Location Report, let's get started!








How to Create a Google Analytics 4 (GA4) Location Report in Looker Studio:



Getting started with your Location Report


  1. Login to Looker Studio

  2. Select "Blank Report"

  3. Connect your Data Source (Google Analytics)

  4. Select your Google Analytics account and property (GA4) and click "Add"

  5. Click on "Insert" button (top menu) to add elements to your report

    📝 Through this tab, you'll find all the elements that you can include in your report, such as tables, charts, scorecards, shapes, texts, images, and more.



Create a Header for your Report


  1. Insert a rectangle element to use as the header for your report and customize it from the right-hand side (choose colour)

  2. Insert a text element to add a title for your report

    📝You can customize the font, color, alignment and other customizations of the text on the right-hand-side of the report. \



Create your Location Dashboard Report


  1. Insert scorecard elements for top-level metrics 🛠️ Use the "SET-UP" tab on the right-hand-side to select the mertics and customise the look and feel of your report:

    • Under "Metric", select each scorecards' metric accordingly. Add all the metrics you would like to highlight (e.g. specific KPIs related to your customer journey).

    • Under "Comparison date range", set it to "Previous period". This will add indicators that will compare the performance of the current period to the previous period.

  2. Insert a Date range control - this will allow you to set the date-ranges you want the report to show the results for.

  3. Insert a Table, change the dimension to "Country", and add all the metrics that you would like 🛠️Customise the table as follows:

    • Click on "Chart" and convert the table to a heatmap

    • Tick on "Show summary row"

    • Add a comparison date range to the previous period

  4. Duplicate the Table and change the dimension to "City"

  5. Insert 3 Pie charts, set the dimension to "Country", and metrics to: 1) "Sessions" 2)"Event Count" 3) "Key Events"

    📝 The three pie charts will allow you to see the locations that are driving the traffic (sessions), event count, and conversions. In some cases, some locations may perform better in terms of business KPIs (i.e. driving conversions) even if they may not contribute the highest amount of sessions. Alternatively, some locations may be driving significant traffic but not generating conversions.

  6. Duplicate the Pie charts and set the dimension to "City"

  7. Insert a drop-down list and set the control field to "Country"

    📝The drop-down list will allow you to narrow down the report to a specific country. For example, if you select India only, the report will show results only for India. Particularly, you will be able to see the cities' performance.

  8. Insert a drop-down list and set the control field to "Session default channel group"

    📝The drop-down list will allow you to narrow down the report to a specific channel. You will be able to see insights such as the countries and cities that are driving traffic from particular channels.




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