**Amazon DSP → Geography** maps your display performance by country, so you can see where impressions are landing and whether that matches where you sell.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-dsp-geography-explainer-1c335c1e.mp4)

*Prefer to watch? Fifty-seven seconds on changing the metric, and impressions where you do not ship.*

## **Country Performance**

![The world map, shaded by the selected metric](/kb-assets/shot-b24-geography-view-a9d7b3.png)

A world map shaded by country, with a **Metric** selector in the top right and a scale legend showing the range.

Below it, the same data as a table: **Country, Ad Sales, Spend, Impressions, Clicks, ACoS, ROAS, CTR**, with the usual Search, Filters, Manage Columns and Export.

## **Change the metric — the map defaults to Impressions**

Impressions is the least useful geographic measure, and it is what the map opens on.

A map shaded by impressions shows you **where inventory was cheap and plentiful**. It tells you almost nothing about whether those impressions did anything.

Switch to **spend**, then to **sales**, then to a rate. The finding is the country that is dark on the first map and pale on the second.

## **The pattern to look for**

**Impressions concentrated somewhere you do not ship.**

Display inventory is bought programmatically and can reach well beyond your selling geography. A country with meaningful impressions and effectively no sales is either:

- **A delivery problem** — you are paying to reach people who cannot buy from you, and the fix is geographic targeting in Amazon's DSP console.
- **Or expected** — expats, travellers, and cross-border shoppers exist, and a small tail is normal.

The distinction is scale. A thin spread across many countries is normal. A single non-selling country taking a visible share of spend is worth acting on.

## **Reading it honestly**

**A big country is not the same as a good country.** The United States will dominate almost any map on volume. Compare countries on **rates**, not totals, or you will only ever conclude that your largest market is your largest market.

**Small countries are noisy.** A country with a handful of orders can show a spectacular or terrible ROAS, and neither means anything. Check the click and order counts before believing a rate — the same volume-threshold discipline the rule engine uses.

**Unallocated rows are excluded** from the geography breakdown, so the country totals may not reconcile exactly with your campaign totals. That is by design rather than a fault.

## **What it is good for**

**Sense-checking targeting.** The quickest way to notice that a campaign is reaching further than intended.

**Marketplace alignment.** If you sell in several marketplaces, this is where you see whether display spend matches where your listings actually are.

**Nothing is actionable here.** DSP reporting in TrackIQ is read-only — geographic targeting changes happen in Amazon's DSP console. This screen tells you what to change.

## **Related**

- [**DSP Technology**](https://kb.trackiq.com/hc/knowledge-base/articles/dsp-technology) — the same data split by device instead of country.
- [**DSP Campaigns**](https://kb.trackiq.com/hc/knowledge-base/articles/dsp-campaigns) — the funnel and campaign table.
- [**Marketplaces and Currency**](https://kb.trackiq.com/hc/knowledge-base/articles/marketplaces-and-currency) — where your listings actually are.