grammar - Why is 'Where's it' Grammatically incorrect?



I want to explain to the Spanish developers of a website why this text label sounds wrong:



If your column isn't country data, where's it?



IMHO, you have to say "Where is it?" - but I don't know why.


EDIT


For context, the meaning of "where's it" here is "in which country are the regions represented by the data in your column?"


And to be clearer, I'm not asking about when it's ok to use contractions in semi-formal English. To my (native Australian) ear, "Where's it?" sounds wrong in any context. Not "informal", but wrong.


EDIT 2


There is a near-duplicate question What's this? What is it? but not What's it? - Why?. I think the difference between "what" and "where" is significant enough to want to merge the two.




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