Set your KPI on the top right and select the time frame you want to examine. Then, simply look at the map widget on the top right.

Countries colored green are outperforming those colored red, while those in gray haven’t performed at all.

In short, good countries are those that have performed well in terms of your chosen KPI whereas bad countries are those that haven’t.

To determine the performance, we classify each country into three different tiers depending on the spending power of the residents of these countries (based on GDP per capita). The higher the tier is, the lower we set the bar for “good performance,” since we know these countries have a great profit potential.

Our algorithm takes your selected KPI and uses your average account benchmark as the minimum for good performance in tier 3. In tier 2, we lower the bar to 50% of this performance, and in tier 1 to 25%.

The potential uplift of your chosen KPI is calculated based on excluding funds for regions which haven’t performed well, with the budget spent there being allocated to countries which are performing well.

Find your best performing country for acquisition or retargeting by clicking on the “Filter Data” in the top left-hand corner and filter by “Funnel stage”. Then select whether you want to assess the countries by ad, ad-set, or campaign performance and indicate the funnel stage you would like to see the data for.

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Sort your locations by performance by clicking on the “See All Locations” above the map. You will see all the countries sorted out in a table by GDP per capita. You can select the metrics that are important to you and sort the countries according to each by clicking the up/down arrows on the relevant column to display the highest value at the top.

The “Changes in % over time” widget displays the change in your chosen KPI for the country in the current timeframe compared to the previous period. For example, if you select a timeframe of 7 days, the widget will compare the performance of the country in the past 7 days with its performance between 14-8 days ago.

The goal of this widget is to let you monitor performance trends. If you spot a poor-performing country in the map widget, check its performance trend in the “Changes over time” widget. If its performance is downtrending, it might be a good idea to exclude it from your targeting. However, if you see a positive performance trend, you could still give it a chance.