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Target visitors by where they are. Three fields, all resolved at the edge from the visitor’s IP.
Availability. Geo targeting is on the Pro plan and above. Free and Starter plans can still target by URL, device, source, and custom cookies; they just cannot filter by country, region, or city. See pricing.

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The fields

  • Country, multi-select from the ISO list.
  • Region, case-insensitive text match (state, province).
  • City, case-insensitive text match.
Any combination is fine. Empty means “match every visitor” for that field.

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How it is resolved

At page load the snippet calls GET /g on api.abtestly.com. The worker looks the visitor’s IP up in Cloudflare’s geo tables and returns:
Cached per browser session. Bounded wait of 250 ms, if the lookup takes longer, the visitor is treated as unknown country for that pageview and geo-dependent rules do not match.

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Fails open

Missing headers, unknown country, timeout, all result in the geo-dependent rule not matching. The rest of the experiment still runs; the visitor just is not counted against a geo-scoped audience. This is a “fails open” policy: an occasional missed exposure is better than an occasional bad exposure on the wrong audience.

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Where geo lives in the app

  • On experiments, under Who sees it (Audience).
  • On saved Audiences, same picker.
Geo is deliberately not in Where it runs (Locations) because Locations are per-URL and geo is per-visitor.

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Country accuracy

Cloudflare’s country data is accurate to the country level for well over 99 % of real traffic. Region and city are less accurate, VPN users, mobile carriers, and edge cases can produce region/city mismatches even when the country is right. Rule of thumb: rely on country for anything you care about, use region/city only as an additional filter that you can accept losing some matches on.

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Latency budget

The 250 ms cap exists so that a slow geo lookup does not stall your page. In practice the lookup is usually under 10 ms because it runs at the edge next to the visitor. If you have geo-dependent audience rules on every experiment, that 250 ms cap can occasionally kick in during Cloudflare incidents. Nothing breaks; the affected visitors are just not bucketed into those specific experiments for that pageview.

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Feature flag

Geo lookup can be turned off site-wide (an ABTESTLY_GEO_ENABLED kill-switch). If you do not have geo audience rules on any experiment, the flag is a no-op. If you have geo everywhere and you specifically need to zero the geo overhead, ask us.
Last modified on August 2, 2026