Contact profiles in Omnisend display location data, including city and country. Use this information to send messages in the contact's time zone, personalize campaigns by region, or segment your audience based on location.
In this article, you'll learn how Omnisend collects location data, where to view it, and how to use it in Segments and Automation Workflows.
Before You Begin
Location data syncs automatically from your store (billing/shipping addresses), IP detection, or third-party apps.
Manual edits: You can add or update location data directly in the Contact profile.
Priority rule: When both Billing and Shipping addresses are provided, Omnisend prioritizes the Billing address.
Segment vs. Automation behavior: Segments update in real time. Automations trigger based on conditions at entry.
How Location Data Is Collected
Omnisend collects contact location through the following methods:
Store platform sync – Billing or shipping addresses added manually or provided during checkout.
IP-based detection – When a contact submits a Signup Form, Omnisend identifies location based on their IP address.
Third-party apps – Location data passed from integrations (e.g., Zapier, Typeform, custom APIs).
Manual import – Location fields included in contact import files.
Omnisend stores the most recent location value. For example, if a contact subscribes from the UK (IP-based) and later provides a Singapore shipping address, the profile updates to Singapore.
Note: If a contact provides both Billing and Shipping addresses, Omnisend prioritizes the Billing address.
Types of Location Data in Contact Profiles
Omnisend tracks two types of location data for each contact. Understanding the difference helps you choose the right filter for your targeting goals.
Stored Location – The address a contact provided during checkout, manual import, or profile update. This includes Country, State, City, Address, and Postal/Zip code fields. Stored Location only updates when a contact places a new order with a different address or you manually update their profile.
Last Detected Location – The location Omnisend detects based on the contact's most recent IP address during site activity (form submissions, page views, orders, or browsing). This includes Last Detected Country and Last Detected City fields, which update automatically each time the contact visits your site from a different location.
Data Type | When to Use |
Stored Location | Target contacts based on confirmed addresses from orders or imports |
Last Detected Location | Include contacts based on recent IP activity, even if they haven't purchased |
⚠️ Note: Last Detected Location can be affected by VPNs, proxy servers, or travel. For more accurate targeting, combine it with Stored Location filters or add a country dropdown field to your signup forms.
💡 Choose The Right Location Filter:
For maximum accuracy: Use
Country exists AND Country is [Country Name]to ensure contacts have confirmed location data.For maximum reach: Use
(Country is United States) OR (Last Detected Country is United States)to include contacts who either ordered from or browsed from a location.For geo-exclusion: Use
(Country is not India) AND (Last Detected Country is not India)to exclude contacts from both data types.
View Location in Contact Profile
To view location data for a specific contact, go to Audience → Contacts → Select a contact to open their contact profile.
The contact profile displays both types of location data:
Last detected location – Shows in the Activity section as Last Detected Country and Last Detected City.
Stored location – Shows in the Details section as Country, State, City, Address, and Postal/Zip code.
Use Location Data in Segments
Once Omnisend captures location data, you can create Segments to target contacts by country, city, or region.
Segment by Country: Use the Country filter to target contacts from one or multiple countries.
Segment by Last Detected Location: Use the Last Detected City or Last Detected Country filters to target contacts based on their most recent IP-detected location.
💡 Example: Create a segment for contacts in the UK to send a region-specific promotion or shipping discount: Country is United Kingdom
Use Location Data in Automation Workflows
Use location data in Automation workflows to personalize messaging based on where your contacts are located.
You can add location conditions in:
Conditional Split – Send different content to contacts in different regions.
Audience Filter – Limit workflow entry to contacts in specific locations.
Note: Conditional Splits allow up to 5 conditions. For more complex location targeting, use Segments instead (though Segments may delay processing by a few seconds). Learn more about Segment-based Splits.
💡 Example: In a Welcome Automation, use a Conditional Split to send a discount code only to contacts in the US: Country is United States → Send Email with US-specific offer
FAQ
Why is "Country is United States" showing 0 contacts when I know I have US customers?
This happens when contacts don't have stored country data in their profiles. The "Country" filter only includes contacts who provided an address during checkout or import.
To capture US contacts who haven't placed orders yet, use Last Detected Country is United States. This includes anyone who browsed your site from a US IP address.
💡 Best practice: Combine both filters with OR logic:
(Country is United States) OR (Last Detected Country is United States)
Why do contacts from excluded countries still appear in my segment?
This can happen when contacts use VPNs, proxy servers, or travel while browsing. Their profile may show one country, but their "Last Detected Location" shows a different country based on their current IP address.
To exclude them more reliably, use AND logic: (Country is not United States) AND (Last Detected Country is not United States)
Do signup forms capture location automatically, or do I need to add a country field?
Signup forms automatically capture location based on the subscriber's IP address when they submit the form. However, IP-based detection can be affected by VPNs, proxies, or corporate networks. For more accurate location data, add a Country dropdown field to your signup form. This lets subscribers manually select their country.
My ecommerce platform orders sync address, city, and postal code—but not country. Why?
This is a known sync issue that can occur with some platform integrations. If country data isn't syncing from your store while other address fields are, contact our Support Team to check the issue for you.
Workarounds:
Use Last Detected Country filters to target contacts based on IP activity.
Manually import country data for existing contacts via CSV.
Add a country field to signup forms for future subscribers.
Have any additional questions? Reach out to our Support Team via in-app chat or at [email protected].