---
title: Location filter
slug: location
description: How the Location filter works in Personizely: target visitors by continent, country, region, city or postal code, how matching works, CSV import and accuracy.
image: https://archbee-image-uploads.s3.amazonaws.com/1y1Fr-DMGy_apx7FwibyA/ORDTWfNKMXiY3ZRv0QSgP_personizely-docs-og.png
docTags: 
createdAt: 2026-10-17T09:50:14.085Z
---

The Location filter matches visitors by where they are browsing from: their continent, country, region, city or postal code. Use it to show country-specific offers, shipping messages or popups, or to run an A/B test only for visitors in certain regions.

**Available on:** all platforms.

## How it's evaluated

The filter reads: **Visitor's location is one of** \[locations]. The visitor's location is looked up from their IP address on every page view. The filter matches if the visitor is in **any** of the locations you added.

Location takes a moment to resolve. Content that depends on it, such as a campaign variation, stays hidden until it has. Widgets wait for it before their triggers start.

## Options

| Location type | Matches when                                                                | How to add it                                                                                                                                                                  |
| ------------- | --------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ |
| Continent     | The visitor is on that continent                                            | Search for the continent name                                                                                                                                                  |
| Country       | The visitor is in that country                                              | Search for the country name                                                                                                                                                    |
| Region        | The visitor is in that state, province or other subdivision of that country | Search for the region name. Both top-level regions (such as US states) and second-level ones (such as counties or provinces, where a country has them) are available           |
| City          | The visitor's city, region and country all match                            | Search for the city name. Type `City, Region` or `City, Country` to narrow the results, for example `Springfield, Illinois`                                                    |
| Postal code   | The visitor's postal code is exactly this code, **in any country**          | Type the code. If no place matches, choose **Add as postal code**. To add many at once, use **Import postal codes from a file (csv)** and pick the column that holds the codes |

You can mix types in one filter. For example, "France, Germany, Ontario and 10115" matches a visitor in any of them.

## Behavior details

- **Postal codes match regardless of country.** A postal code entry has no country attached, so `10115` matches both Berlin and any other country that uses the code `10115`. To restrict it to one country, add a **Country** filter in the same group with **match all**.
- **A city is tied to its region and country.** "Paris, Île-de-France, France" doesn't match Paris, Texas. Add each city separately if you mean several cities with the same name.
- **There's no "is not" option.** To target everyone except a location, put the Location filter in a group set to **don't match**. See [Targets](https://docs.personizely.net/targets).
- **IP-based location is approximate.** Country is reliable for most visitors. Region, city and especially postal code are less precise, and some mobile networks place visitors in a nearby city. In some countries, such as the UK and Canada, only the first part of the postal code is known.
- **VPNs and proxies.** A visitor using a VPN, a corporate proxy or a privacy relay is located wherever that service's exit point is.
- **Location is checked on every page view.** A visitor who travels, or switches a VPN on, can match on one page and not on the next. If a campaign uses the **Permanent** targeting mode, a visitor who already saw a variation keeps it. See [How targeting works](https://docs.personizely.net/how-targeting-works).
- **Location versus Shopify markets.** The Location filter uses the visitor's IP address. The [Market](https://docs.personizely.net/market) filter uses the market Shopify serves the page in, which follows the visitor's country selector choice. Use Market when content must agree with the currency and language on the page.
- **Showing the location in text.** To insert the visitor's city or country into a widget or campaign, use [dynamic text](https://docs.personizely.net/dynamic-text) (`{geo.city}`, `{geo.country}`).

## Examples

- **Free shipping bar for one country:** a bar widget with a Target rule "Location is one of United States", saying "Free US shipping over $50".
- **Exclude a region from a test:** an A/B test whose target has one group set to **don't match** with "Location is one of Quebec".
- **Local delivery area:** import the postal codes your courier serves from a CSV, and add **Country is Netherlands** in the same group with **match all** so that identical codes in other countries don't match.

## Related

- [Targets](https://docs.personizely.net/targets)
- [How targeting works](https://docs.personizely.net/how-targeting-works)
- [Market filter](https://docs.personizely.net/market)
- [Weather filter](https://docs.personizely.net/weather)
- [Dynamic text](https://docs.personizely.net/dynamic-text)
- [Targeting recipes](https://docs.personizely.net/targeting-recipes)