You can track the location of the people that use your website or mobile application. Programmers can either build this feature or integrate an API for the same task. There are many benefits of using a geolocation API, and here is a brief of them.

Personalize Experienced
Knowing the location of your visitors allows you to provide a personalized experience for them. A personalized experience improves user interface according to the needs of the visitor. This ensures that the visitors easily find what they were looking for and keep returning to the site.

Prevention of Theft and Fraud
Stolen debit or credit cards can be easily used for online purchasing. With a geolocation API, you will be able to identify and record the location of the buyer. This helps prevent card theft and online frauds. Online websites can block such cards or report it to authorities when needed.

Targeted Advertising
Geolocation is a great way to learn and identify the visitor and use advertising that relates to him. Many websites have to show different pages and content to people from different countries and cities. A geolocation API gets the IP address of visitors so businesses use it for targeted advertising.