So far we were tracking the user’s location on the basis of GPS and only for the ones who gave the location access permission. This resulted in having location data available for just 10 - 15% of your total user base.

We are happy to announce that we've launched IP address-based location tracking for your website and app users. You can now implement your location-based use cases with ease and that too with no explicit permission required from the end-users.

Head over to the Segmentation section and use the ‘Last Known Location’ attribute for creating location-based segments.