🧢 Coach T's Recap
Tracksuit uses the official US Census division groupings, making it easy to zoom in on trends and compare performance using a consistent and trusted reference point.
Understanding how your brand is performing at a national level is crucial, but drilling down into more specific areas can unlock powerful insights.
The 9 census divisions we track
Here’s how they’re grouped 👇
South Atlantic: Florida, Georgia, North Carolina, Virginia, Maryland, South Carolina, West Virginia, Delaware, District of Columbia
Pacific: California, Washington, Oregon, Hawaii, Alaska
East North Central: Illinois, Ohio, Michigan, Indiana, Wisconsin
Middle Atlantic: New York, Pennsylvania, New Jersey
West South Central: Texas, Louisiana, Oklahoma, Arkansas
Mountain: Arizona, Colorado, Nevada, Utah, New Mexico, Idaho, Montana, Wyoming
West North Central: Missouri, Minnesota, Kansas, Iowa, Nebraska, South Dakota, North Dakota
East South Central: Tennessee, Alabama, Kentucky, Mississippi
New England: Massachusetts, Connecticut, Rhode Island, Maine, New Hampshire, Vermont
These groupings are based on official US Census definitions, helping you compare data confidently and consistently.
Why data at different levels matters
While national metrics provide a broad overview of your brand’s performance, drilling further down allows you to uncover:
Local strengths and weaknesses: See where your brand is gaining traction and where you might need to show up more.
Smarter targeting: If you’re planning campaigns or retailer activations in specific areas, knowing how your brand performs there can help shape messaging, spend and channel mix.
More relevant storytelling: Whether you're reporting internally, working with agencies, or briefing market-specific teams, localized brand health insights can make your brand story more relevant and impactful.
Want to drill down even further? Talk to your Brand Champion about DMA or State-level filtering for your focus areas. We’d love to help you get even closer to consumers.