A process that uses a visitor’s IP address to determine their location (country, region, city).
Location can be precise or approximate. Exact location (home address) is recognized as Linked information in terms of Personally identifiable information (PII). Country, state, city, and postcode are recognized as Linkable information (must be combined with another piece of information to identify a person).
In terms of GDPR, one’s home address is considered a type of Personal data.