The Geo HeatMap offers great visualizations of the traffic your AdWords campaigns drive to your website. It also gives you a breakdown of how different cities, regions and countries are performing in the form of a map and table.
You can choose between City, Region, and Country level from the drop-down box and get data for Impressions, Clicks, Conversions, Cost, CTR, Avg CPC, Conv Rate, ROAS, Avg Position, and Conv Value. You can also ‘Hide Unspecified Locations’ by selecting the box.
If you see an asterisk in the bubble (bubble mode), it means the data is coming from an unspecified location. If you click on the bubble, you'll see the location details in the window. You can also choose to hide the unspecified location in the tool.
Unspecified locations are regions that Google is unable to identify accurately, and traffic from those areas is not attributed to a particular location.
Yes, you can choose to see data for paused campaigns by selecting that option on the left-hand side of the page.
Currently, the lowest level for which data is available is the city level. The Geo HeatMap doesn't show Zip Code level data. If this is a feature you need, let us know on firstname.lastname@example.org.
For now, you can look at Zip-code level performance of campaigns in the Geo and Device Bid Adjustments. In this One-Click Optimization you can apply bid adjustments based on performance of campaigns for different zip codes.
You can read more about it here.
Visualization by states aren't available in the Geo Heatmap, as AdWords doesn't consider states as locations. You can target campaigns to a specific region, which can be any geographical region for which AdWords supports location targeting (a country, a state, a city, or a postal region), but in the report, the state will be included in Region.
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