When looking for an IP geolocation service for your business, it’s important to consider the key factors that are important for your business and your use case.
Many vendors claim to provide some form of IP geolocation data. However, there are vast differences between providers in the technologies they employ and service models they deliver.
In this guide, we will walk you through everything you need to know to choose the best IP geolocation service for your business, and why you should consider Digital Element.
What is IP geolocation?
IP geolocation refers to identifying the physical location of a device connected to the internet using its IP address. Businesses can use this information for various applications, such as improving user experience, personalizing content, managing digital rights, detecting fraudulent activities, and targeting marketing campaigns.
IP geolocation is helpful for businesses that operate online and need to provide location-based services or track the location of their website visitors.
What to look for in an IP geolocation service
With so many options available, choosing the exemplary IP geolocation database for your business can be overwhelming. In the following section, we’ll dive deeper into these factors and provide actionable tips to help you make an informed decision.
1. Reputation
Perhaps the most important part of selecting any vendor for your business, it’s critical to start by ensuring the IP geolocation service provider has a proven track record of success and a reputation for providing high quality data and reliable service. This is bigger than simply ensuring your business gets results — your own reputation is also at stake.
Ask vendors for a client list, examples of tangible results, and any awards recognizing their superior technology and solutions.
2. Accuracy of data
Data accuracy is one of the essential features to consider when selecting an IP geolocation service provider. Accuracy varies widely among vendors, and depends on several factors, such as the number of data sources, the frequency of updates, and the methodology used to collect and analyze the data. The data’s accuracy and reliability directly affects the service’s usefulness for your business.
Country-level accuracy is generally 95-99.99% for most IP geolocation vendors, whereas city-level accuracy can range from 40-97%. Poor accuracy results in off-target ads and content, or might allow unauthorized access to digital content and services.
You want an IP geolocation service that can provide up-to-date and precise geolocation data, such as real-time ISP and ASN lookup, IPv4 and IPv6 data, and time zone and postal/ZIP code information.
Look for an IP geolocation service with a reputation for providing the most accurate data, which can positively impact your business.
Beyond merely accepting accuracy at face value, it’s important to choose a vendor that can verify its data accuracy with independent review from third-party auditors. This assesses the data itself and the methods used to collect it, and is a great way to prove that a vendor can “put its money where its mouth is.”
3. Granularity
How hyperlocal is the data within my target geographies? Do you return postcode-level geography? If so, do you default to city-center postcodes?
If highly granular city or postcode-level data is important to your business, then it is important to understand that most vendors do not perform well (or at all) at this level. Most either aggregate traffic into large metropolitan areas and/or provide city-center default postcodes which may be 10 or even 100 miles away from web visitors’ actual locations.
ZIP+4 data is especially beneficial to marketers who want to target very specific audiences concentrated in more pinpointed locations within the United States.
4. Technology, features, and functionality
IP geolocation provides various features and functionalities that enable you to get accurate geographical information about an IP address. The API returns essential details such as the country, region, city, postal code, time zone, ISP, and ASN of the IP address.
Additionally, it provides endpoint URLs to retrieve the country flag, calling code, and other essential information such as proxy and VPN details.
One of the fundamental features of IP geolocation is its ability to provide location-based information, which can be used for ad targeting, content personalization, online fraud detection, and digital rights management.
Most IP geolocation vendors simply repackage publically available (free) Whois registration data, and some supplement with user-supplied data. Simple Whois information and/or user-supplied data, however, are not reliable methods for accurate geolocation when used in isolation.
If accuracy, coverage, and granularity are important to your business, select a vendor that employs multiple methodologies, including network infrastructure analysis and user-validated location feedback, as well as has a team of data analysts that double checks automated data collection methods and runs quality-assurance checks.
5. Data Breadth
Besides IP geolocation information, what other datasets do they offer?
Information such as proxy or VPN type; mobile carrier; connection type/speed; home/business user; industry classifications; domain name; ISP; company name; organization name; demographics; and more can be impactful datasets for creating more meaningful user experiences.
6. Ease of integration
Ease of integration is another crucial factor when choosing an IP geolocation service.
You want an API that can be quickly and seamlessly integrated into your existing systems, such as your website, mobile app, or CRM. Look for an IP geolocation API with various integration options, such as REST API, JSON, XML, and CSV. Some IP geolocation services also offer SDKs and client libraries for popular programming languages like JavaScript.
Integration is a massive compliment to accuracy, especially for things such as urban planning and placing locational services. The easier it is to integrate the IP geolocation service, the faster you can start taking advantage of the benefits it provides.
7. Pricing
The pricing model of IP geolocation varies from one service provider to another. While some IP geolocation providers offer a free plan, others require a subscription plan. Pricing depends on various factors, such as the number of API calls, the level of accuracy and precision required, the level of support, and the number of features needed.
Some IP geolocation service providers have a pay-as-you-go pricing model, while others require an annual or monthly subscription. Some providers offer discounts for bulk purchases or special pricing for non-profit organizations or educational institutions.
When selecting an IP geolocation service provider, it is necessary to consider the pricing model and ensure that it is within your budget. Consider the API’s response time, uptime, and latency to provide a smooth user experience.
Looking for the best IP geolocation service? Try Digital Element today.
Whether you need IP geolocation and IP intelligence data for website personalization, fraud detection, targeted advertising, content localization, or digital rights management, most IP geolocation providers are well adapted to help you get the information you want.
But if accuracy and precision, coverage, and granularity are important for you, Digital Element’s NetAcuity solution stands out for its exceptional accuracy and quality, comprehensive data coverage, and white glove service and support.
Watch the video below to learn more about Digital Element’s capabilities.
Take advantage of the powerful insights we can provide to help you protect and enhance online experiences for your customers. No matter the size of your business, our key features and flexible pricing options can help you best meet your needs.
Click here to get started today.
Resources to help you learn more about Digital Element’s capabilities
- The Tricky Science Behind IP Geolocation
- Finding the Perfect Fit: How Digital Element’s Decode Balances IP Precision with User Needs
- Why Choose Digital Element for Your IP Geolocation & Intelligence Provider
- Digital Element’s NetAcuity IP geolocation database
- Digital Element’s Nodify Proxy and VPN intelligence database
- Digital Element’s IP intelligence database descriptions
- Applications of IP intelligence and IP geolocation data
- Most Frequently Asked Questions about Digital Element’s IP Geolocation & Intelligence Solutions
- Finding the Perfect Fit: How Digital Element’s Decode Balances IP Precision with User Needs
