What is an IP Address?
An “IP address” is a series of numbers assigned to every device or system on a specific network. “[one] can gather information about their web traffic by acquiring lists of IP addresses, which tell them where the visitors are coming from.” The abbreviation stands for internet protocol.
Taking this into consideration, you can determine visitor traffic and whether your desired audiences are being reached. For example, if your product range is limited to the U.S., sponsored ads in Germany will not result in any clicks for you.
When making conversion optimization decisions, it is important to have a wide range of information from demographics to behavior. IP addresses offer useful insight that should be part of any analytics report.
Although identifying an audience based on demographic information is useful, IP addresses offer insightful information that should be included in web analytics.