Here are the steps to create a discount rule to apply discount based on customer's shipping address. For example, store owner offers 25% discount for the customers coming from the country United States.
Step-1 : General tab
Step-2 : Condition tab
Now you are on condition tab where select Shipping country in list as type and choose United States (US) in the value dropdown.
Step-3 : Discount tab
Choose Percentage discount as discount type and give 25 in the value text box.
Step-4 : Frontend demo