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.

The country tiers are defined according to their level of disposable income in USD (GDP per capita).

Targeting Language is the specific language you ask Facebook to target. For example, if you target the USA, you may specifically target English or Spanish speakers.

However, the Spoken Country Language is the formal language spoken in this country, regardless of your targeting. This language is defined for the country in which your ads are being shown. For example, English is spoken in Australia, Canada, UK, USA, etc., so you can see how your ads are doing for audiences speaking this language across several regions.

Copy Language is the language which you are using in your ad. You can use English to target people in non-English speaking countries and measure its performance. If you also target them in their native language, you can compare how the English copy does against the native-language copy and understand whether you should invest in translation.

In the “Language” widget above, we can see that our ads are performing well for Thai speakers and all the ads are in English. Here we could scale our ads for Thai speakers and even experiment by launching ads in Thai to see whether this boosts conversion and compare performance versus ads in English.