The best GEO exists only within a specific model.
A market with a low click-through cost may have a weak FTD. Expensive GEO can give a better audience, but not fit into the budget. Therefore, ranking countries without taking into account the source and payment model is of little use.
It is necessary to compare the markets on the same system of indicators.
Evaluation matrix
| Criteria | What to see. |
|---|---|
| Availability of the offer | Whether GEO and source are allowed |
| Cost | CPM/CPC/cost of accommodation |
| Top of the funnel | click → registration |
| FTD | registration → FTD |
| Confirmation | raw → confirmed |
| Payments | Local methods, currency, restrictions |
| Long-term quality | retention/NGR, if available |
| Scope | Is there enough inventory for growth? |
Availability and rules first
There is no point in counting the economics of the market unless the offeror accepts your source or GEO. These parameters must be confirmed before the test. The same applies to age restrictions and advertising rules of the site.
Then there's a little comparable test.
If two GEOs are compared, it is better to use the same campaign structure and calculation method whenever possible. Otherwise, the difference can be caused not by the market, but by a completely different creative or platform.
ROI cannot be interpreted without a window of time.
On RevShare, income can be generated longer than on CPA. Therefore, an early comparison of GEO can change in a month. Specify the period for which you count the result, and do not mix cohorts of different ages.
Localization affects the test
A poor translation can make a strong market weak. Before concluding “GEO does not work”, check the language, currency, mobile version and payment path.
When to stop the test
Prior to launch, determine the maximum budget or amount of data, after which the decision is made. Otherwise, a weak campaign can endlessly “get statistics” without a clear criterion.
Conclusion
Choose a GEO using your own constraints and economics rather than someone else’s ranking. To prepare, use the GEO guide and the article on localization for RU, KZ, UZ and AZ.
