As a digital marketer, I rely heavily on accurate data. It’s the lifeblood of our campaigns, informing everything from targeting to budget allocation. So, when Google Analytics 4 (GA4) location reports started showing strange anomalies, alarm bells started ringing. And it turns out, I’m not alone. The culprit? The very thing designed to protect us: Apple’s iOS security.

Specifically, we’re talking about features like Private Relay and the broader trend of IP address obfuscation. While these measures are fantastic for user privacy, they’re wreaking havoc on the accuracy of geographic data in GA4, particularly when it comes to overrepresenting larger metropolitan areas and data center hubs like Ashburn, Virginia.

Here’s the TL;DR: iOS security measures are making it harder to pinpoint the precise location of users. This leads to GA4 misattributing users to broader areas or even completely different regions, skewing our understanding of where our audience actually is located.

My GA4 location report is off, why iOS is the Prime Suspect:

Apple’s commitment to user privacy has led to features that essentially mask a user’s true IP address and location.

  • Private Relay: This feature, available to iCloud+ subscribers, routes user traffic through multiple servers, effectively hiding their IP address and, consequently, their location.
  • Limit IP Address Tracking: Even without Private Relay, iOS users can opt to limit IP address tracking across websites, making it harder for platforms like GA4 to determine their location accurately.
  • Approximate Location: iOS increasingly favors sharing approximate location data over precise coordinates, further muddying the waters for location reporting.

The Ashburn Anomaly: Why is a Ghost Town Delivering So Much Traffic?

Ashburn, Virginia, often referred to as the “Data Center Capital of the World,” presents a particularly interesting case study. You wouldn’t expect a high concentration of traffic originating from this region, given the population of about 45k people. However, many marketers are reporting unusually high traffic numbers from Ashburn in their GA4 reports, even if its not in their ads geotarget.

The reason? Those servers in Ashburn aren’t being used by people in Ashburn. They’re often relaying traffic for people elsewhere, especially those using privacy features like Private Relay or a VPN. When an iOS user with Private Relay enabled accesses a website, their traffic might be routed through an Ashburn server. GA4, unable to see the user’s real IP, might mistakenly attribute them to Ashburn. The same goes for other data center hubs, which may also appear deflated, while the general vicinity around them appears inflated.

What Can We Do?

This situation presents a real challenge for marketers. While we applaud Apple’s commitment to privacy, we also need accurate data to do our jobs effectively.

Here are a few things we can consider:

  • Utilize other data sources: GA4 is just one piece of the puzzle. Combine its data with insights from other sources, such as your CRM, social media analytics, and first-party data.
  • Adapt our expectations: We need to accept that location data in GA4 might not be as precise as we’d like. Adjust our analysis and interpretation accordingly.
  • Urge for industry solutions: The ad tech industry needs to develop new methods for understanding audience location in a privacy-centric world.

The Bottom Line:

The conflict between user privacy and accurate data is a complex one. While iOS security measures are creating challenges for location reporting in GA4, particularly in large metros and data center hubs, it’s important to remember the value they provide in protecting user privacy. As marketers, we need to adapt, find new solutions, and continue advocating for tools that respect both user privacy and the need for reliable data. The current inaccuracy may lead to poor campaign decisions if not accounted for. Until then, remember that your GA4 location data might be telling you a slightly skewed story, especially if you’re seeing a surprising lack of traffic from where you would expect and more from places like Ashburn, Virginia.