Geo routing is one of the most powerful — and underused — tools in a growth marketer's toolkit. Instead of creating separate links for each market, you create one link that automatically routes visitors based on their location.
This guide covers everything you need to know.
What Is Geo Routing?
Geo routing detects a visitor's country (via IP geolocation) and redirects them to the appropriate URL. One link, multiple destinations.
When to Use Geo Routing
- Multi-market campaigns — One promotional link for all countries
- Localized landing pages — Route to pages with local language/currency
- App store links — Send iOS users to the App Store and Android users to Google Play
- Compliance — Route EU visitors to GDPR-compliant pages
- Regional offers — Show different pricing or promotions by market
Setting Up Geo Routing in getowl
Basic Setup (2 minutes)
- Create a new link in getowl
- Enter your default destination URL
- Click Add Geo Rule
- Select the country and enter the target URL
- Repeat for each market
- Save
Advanced: Geo + Device Routing
You can combine geo routing with device routing for maximum precision:
- India + Mobile → Hindi mobile landing page
- India + Desktop → Hindi desktop page with full feature tour
- US + Mobile → App Store / Play Store link
- US + Desktop → English marketing page
Advanced: Geo + A/B Testing
Run A/B tests within specific markets:
- India → 50% variant A, 50% variant B
- US → 70% variant A, 30% variant B (based on prior data)
Best Practices
- Always set a default — For countries without specific rules, have a sensible fallback
- Test before launching — Use a VPN to verify each geo rule works correctly
- Monitor analytics — Check click distributions by country to ensure routing is working
- Start with your top 3-5 markets — Don't over-segment; focus on markets that matter most