GA4 shows location data by country, region, and city, but not by zip code or radius from a specific store. FourFront closed that gap by building GeoReport+, a tool that enriches GA4 data with zip code and custom radius detail, so you can see how much of your traffic and conversions are actually coming from near your locations.
This started as a client problem. Advertising campaigns are often targeted by zip code, based on demographics, but standard analytics platforms don’t report back at that level of detail. Without it, marketing teams can’t tell how well a zip-targeted campaign actually performed in the zip codes it targeted.
A quick search suggested this wasn’t possible. FourFront’s team, which includes software engineers, marketers, data analysts, a data scientist, a UI/UX specialist, and a communications lead, decided to find out for themselves. What they built is now called GeoReport+, and it works directly with GA4. You don’t have to run a separate analytics platform or migrate anything to use it. It plugs into the GA4 property you already have.
How Accurate Is Location Data in GA4?
Google derives location data from a visitor’s IP address, and that data is intentionally approximate. In large cities, it can consolidate to a single point. In mid-size cities, it’s precise enough to work with at the zip code level.
FourFront tested this by pulling unfiltered analytics data with known traffic sources into a database, then compared the reported geocoordinates against real, known coordinates around the country. Associating the closest zip code to a visitor’s coordinates is compliant with Google’s Personally Identifiable Information (PII) policy, since the location is approximate rather than exact. Reading a device’s precise location and storing it in analytics variables would not be.
In large cities, traffic can consolidate into just a handful of points. See the table below.
City | Zip Codes Mapped to One Point | Consolidated Coordinate |
Washington, D.C. | 271 zip codes (most of any U.S. city) | 38.9072, -77.0369 (Scott Circle) |
Chicago | 84 zip codes | 41.8781, -87.6298 |
New York (downtown Manhattan) | All downtown Manhattan traffic | 40.7128, -74.006 (City Hall, Chambers St.) |
Mid-size cities showed much better distribution. Pittsburgh (75 zip codes) and Atlanta (92 zip codes) both had enough spread across their geocoordinates that zip code tagging was reliable.
The practical takeaway: zip-level attribution from analytics data is less precise in very large cities and highly reliable in mid-size cities and rural areas. That was enough precision to build a system that tags traffic at high volume, which is what GeoReport+ does.
How Do You Attribute GA4 Traffic to a Specific Store Location?
GeoReport+ takes your GA4 data, matches each visitor to the closest zip code, and calculates how far that visitor is from your listed store locations. You can then see exactly how much traffic and how many conversions came from inside your target radius versus outside it.
In practice, the process looks like this:
- Connect GeoReport+ to your existing GA4 property. No separate tracking setup is required.
- GeoReport+ matches each session to the nearest zip code and calculates its distance from each store address you provide.
- Set a custom radius per location, or use a default radius, to mark each session as “in range” or “out of range.”
- Review reports on traffic and goal conversions by zip code, and conversion-to-visit ratios by location and campaign.
This is useful well beyond paid search. If your campaign depends on getting people into your locations, traffic from far outside your service area drags down how effective that campaign looks, even if the raw numbers look fine. Reporting on traffic within a set radius of each location shows which campaigns are actually reaching in-range users, whether that traffic came from paid ads, organic search, email, social, or an offline effort you’re tracking online.
For teams that want to plug this data into their own systems, GeoReport+ also offers a custom data feed via API, so you can integrate it directly with your analytics or CRM setup.
Real Results: Seeing GeoReport+ in Action
Mobility Works, a dealer of accessible vehicles, was planning a national delivery program and needed to know whether their target audience was really within 100 miles of a store before launching it. GeoReport+ validated that assumption, which gave them the confidence to move forward. In their words:
“GeoReport+ is so impressive! It’s very helpful to see where traffic is coming from for a store and how much is from regional or national campaigns versus organic or non-paid channels. This has been an awesome report, great at showing a store how national efforts affect them locally.” — Mobility Works
Frequently Asked Questions
Does GeoReport+ still work now that Universal Analytics is gone?
Yes. Universal Analytics stopped processing data in July 2023 and was fully shut down by July 2024. GeoReport+ works directly with GA4, so you don’t need anything beyond the GA4 property you already have to use it.
Is GeoReport+ still in beta?
No. It’s a live, generally available product. You can see how it works and request a demo on the GeoReport+ page.
Is GeoReport+ only useful if I’m running paid ads?
No. It’s especially useful for optimizing paid campaign spend, but it also shows the effectiveness of organic search, email, social, and offline efforts, wherever that activity is tracked back to your website.
Can I set a different radius for each of my store locations?
Yes. You can customize the target radius for each location individually, or use a default radius across all of them.
Do I need a developer to use this data in other tools?
Not for the standard reports. If you want to integrate the data into your own analytics or CRM systems, GeoReport+ offers a custom data feed through an API.
Does GeoReport+ replace GA4’s own location reports?
No, it adds to them. GA4 reports location at the country, region, or city level. GeoReport+ adds the zip code and custom radius detail GA4 doesn’t provide on its own.
If zip code and store-level attribution is something your GA4 setup is missing, you can see GeoReport+ in more detail or request a demo.
This content was originally published by Bob Scavilla in December 2020 and was updated by Leah Hart on July 30th, 2026
