Unexpected Country Distribution in Adobe Analytics – Has Anyone Seen This? | Community
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parthGupta
parthGupta
Level 2
August 1, 2026

Unexpected Country Distribution in Adobe Analytics – Has Anyone Seen This?

  • August 1, 2026
  • 1 reply
  • 22 views

Hi All,

 

Has anyone else experienced issues with the Countries/Regions dimension in Adobe Analytics for their organization?

I understand Adobe uses Digital Element for IP-based geolocation, but in our case the country attribution doesn't seem accurate, and it's becoming increasingly difficult to explain the data to senior leadership.

For context, we're a UAE-based bank, and we're seeing some unusual patterns:

  • Kazakhstan accounts for ~12% of total visits, which initially made us think it could be bot traffic. However, what's surprising is that ~14% of our campaign forms are also being submitted from Kazakhstan, making it difficult to dismiss as bots.

  • Singapore contributes ~16% of visits, yet only 0.2% of campaign leads come from there.

This raises a few questions:

  • Has anyone observed similar inconsistencies with the Countries/Regions dimension?

  • Could this be related to VPNs, proxy networks, mobile carrier routing, or geolocation database inaccuracies?

  • How have you validated or improved the accuracy of country-level reporting in Adobe Analytics?

I'd appreciate hearing if others have faced similar challenges or found a reliable way to address them.

 

Thanks.

1 reply

P
PrasanthV
Level 3
August 2, 2026

Hi ​@parthGupta,

 

This isn't an uncommon observation, especially for organizations with a global audience or a significant mobile user base.

Adobe Analytics determines the Countries/Regions dimension based on the visitor's IP address using Adobe's geolocation provider (currently Digital Element). While this is generally accurate, there are several scenarios where the reported country may not reflect the visitor's actual physical location:

  • VPNs and corporate proxy networks can cause traffic to appear from a different country than the user's actual location.

  • Mobile carrier routing, particularly in some regions, may route traffic through gateways in another country, resulting in unexpected geolocation.

  • Cloud infrastructure, security gateways, and CDN/proxy services can also influence the source IP seen by Adobe.

  • IP geolocation databases are not 100% accurate and can occasionally misclassify IP ranges until the database is updated.

Regarding the examples shared:

  • If Kazakhstan is generating both visits and a meaningful percentage of form submissions, it is less likely to be explained solely by traditional bot traffic. It would be worthwhile to investigate additional dimensions such as ISP/Organization, User Agent, Browser, Operating System, Entry Pages, Referrers, and Campaign Tracking Codes to determine whether the traffic is legitimate, VPN-related, or originating from a specific network.

  • The Singapore pattern (high visits but very low lead submissions) could indicate users exiting early, automated scanning, internal traffic, or traffic routed through infrastructure located in Singapore. Reviewing engagement metrics such as bounce rate, visit depth, time spent, and conversion paths can provide more insight.

A few validation approaches that have proven useful include:

  1. Comparing Adobe Analytics country data with another analytics platform (e.g., GA4) to see whether the same pattern exists.

  2. Comparing Adobe Analytics with server/CDN logs (if available), as they often expose the client IP or additional networking information.

  3. Segmenting the affected countries by ISP, browser, device type, campaign, and referrer to identify common characteristics.

  4. Reviewing internal traffic filters and bot filtering settings to ensure known traffic is excluded.

  5. If this behavior has appeared recently, checking whether there were any implementation, infrastructure, CDN, or networking changes around the same time.

Ultimately, Adobe Analytics can only report the location associated with the IP address it receives. If the IP itself represents a VPN endpoint, proxy, mobile gateway, or inaccurately geolocated network, Adobe cannot determine the visitor's true physical location. In these situations, combining Adobe Analytics data with infrastructure logs or other analytics sources is typically the most reliable way to validate the findings.

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