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Hi Andy.
I've not tried it recently but I think you can get the inbuilt geolocation criterion in the CMS to use CloudFlare (rather than maxmind) by adding a bit of config. The documentation for it isn't necessarily where you'd expect to find it but it exists:
I believe that is limited to DXP hosted, and wouldn't work for anything self hosted.
Created a useful little nuget package for criteria based on `CF-IPCountry` header provided by Cloudflare. This can be enabled in Optimizely DXP.
If you have any feedback, drop me a message.
https://github.com/technicaldogsbody/TechnicalDogsbody.Optimizely.CloudflareGeoLocationCriteria
https://nuget.optimizely.com/package/?id=TechnicalDogsbody.Optimizely.CloudflareGeoLocationCriteria