Best Practice: Using Network Characteristics to Analyze and Optimize Web Traffic


When analyzing and optimizing web traffic, network characteristic gathered through IP Intelligence tools such as Neustar’s can be especially useful. By analyzing visitors’ IP addresses you can ensure content is tailored specifically to the audience, either by geography or device. Analysis can also be done in real-time as the user is visiting or post-visit with data aggregation. While IP analysis also extends to fraud prevention and regulatory compliance, this article focuses on the benefits of content localization and optimization techniques that can be implemented to improve the customer experience.

Optimize User Experience with Relevant Content Based on IP Geolocation

Content optimization often refers to serving different content based on the user’s location or environment, so a user in a tropical climate would be offered a different experience than a user from a mild climate. Content optimization may also extend to restricting content, like the U.S. blocking access to gambling sites or Hulu restricting access to most other countries.

Optimize Performance Based on Network Connection

Performance optimization can be based on a variety of input signals, such as the device type or the connection speed, and there may be overlap with content-based optimization as when optimizing the response for a mobile device. Many times the performance optimization is the physical distribution of resources like the routing of traffic to specific data centers or the implementation of content delivery networks.

IP Intelligence, IP Routing Type and Other Interesting IP Attributes

Of course, the Neustar IP Intelligence data set has all the typical geographic-based attributes, but a few of the more interesting fields are network-related attributes. Probably the most influential is the IP Routing Type, which specifies how the connection is routed through the Internet and can be used to determine how close the user is to the public IP address. A user connecting through a fixed connection is likely very close to the connection and can be geolocated with a higher degree of accuracy. A user connecting through a regional proxy is probably in the same country as the connection, whereas a user connecting through a satellite connection could be anywhere.

The IP Routing Type affects the confidence factors because IP addresses are located with different levels of precision and the routing/connection is an indicator. Confidence factors are applied to the Country, State, and City fields and reflect a relative measure of certainty that the user is in the location identified.

Other interesting IP attributes are the Connection Type, Anonymizer Status, Carrier, and the Autonomous System Number (ASN). For instance, both IP Routing Type (mobile gateway) and Connection Type (mobile wireless) offer designations for mobile based traffic. For more information on all the data fields please see the GeoPoint Data Glossary.

Immediately start analyzing web traffic by combining the data of Neustar IP Intelligence with the W3C Navigation Timing API implementation using Neustar Web Performance Management Real User Measurements.