Looker Studio Function: Looker Studio TOCITY Complete Guide with Examples : Use case
Category: GEO Function
The TOCITY() function in Looker Studio is a powerful geographic conversion tool used for extracting city names from location-based fields. It simplifies region-level reporting, segmentation, visualization, and geo-based analysis by transforming geographic values into identifiable city labels.
Purpose TOCITY of the Function
1. Regional Performance Insights
TOCITY() helps convert raw geo-coordinates or mixed location fields into city names, enabling comparison of performance across different regions—such as city-wise sales, leads, or website traffic.
2. Marketing & Audience Segmentation
By standardizing city data, marketers can segment customers based on actual city-level users rather than broad regions, improving localization strategy and targeted campaigns.
3. Visual Mapping & Geo Charts
This function makes it easy to build visual geo-maps, heatmaps, and comparison charts where city-wise aggregation is required.
Why Use TOCITY in Looker Studio?
Type of Calculation & Practical Use Cases
✅ City-Wise Revenue or Sales Analysis
Group revenue or conversion data by city to identify top-performing markets.
✅ Regional Growth Tracking
Measure growth trends across locations to plan distribution and logistics.
✅ Customer Location Segmentation
Create audience clusters using city data for targeted communication strategies.
✅ Geo-Based KPI Reporting
Apply TOCITY() to mapping charts for precise city-level visualization.
TOCITY(geo_field)
| Parameter | Type | Description | |
|---|---|---|---|
| geo_field | Geo / Location |
| |
How the TOCITY Function Works?
The TOCITY() function extracts the city information from a given geographic data field (e.g., full address, coordinates, or location hierarchy). For example, coordinates referring to Delhi will return “Delhi”, enabling clean grouping and comparison in reports.
When should use the TOCITY Work?
Use it when:
You need readable date & time in dashboards
You must convert datetime to a formatted string before concatenation
You want to format timestamps before export
You are building executive dashboards, print layouts, or client presentations
To extract city names from geographic fields, making data easier to group, compare, and visualize geographically.
No, the input must be a location-based or geo-enabled data field.
No, it only transforms data within Looker Studio for reporting—it does not modify source records.
It allows segmentation of revenue, audience behavior, or engagement based on city locations for localized strategy building.
Yes, it is highly useful for creating city-level heatmaps, regional trend charts, and geo-performance dashboards.
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