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How to Filter Out Internal Traffic in Google Analytics

This guide will walk you through the step-by-step process of identifying internal traffic, creating rules to define it, and setting up filters to exclude it from your reports within Google Analytics. By following these steps, you can trust your data and gain genuine insight into your users' behavior.

Defining an Internal Traffic Rule

  1. 1

    Click Admin in the lower-left corner of Google Analytics.

  2. 2

    Click Data Streams.

    Google Analytics Data Streams setting
  3. 3

    Select the data stream you want to configure (for example, your website property).

  4. 4

    Click Configure tag settings.

    Google Analytics Configure tag settings
  5. 5

    Click Show more to reveal additional settings.

  6. 6

    Click Define internal traffic.

    Google Analytics Define internal traffic
  7. 7

    Click Create to begin making a new rule.

  8. 8

    Enter a unique name for your internal traffic rule. This will help you identify it when creating your filter later on.

Enter a descriptive value for the traffic_type parameter. This value will be used to match your filter.

  1. 9

    Input the IP address or IP address range that represents your internal traffic.

    Google Analytics IP address internal traffic rule
  2. 10

    Once all information has been entered and verified, click Create to finalize your internal traffic rule.

Creating a Data Filter for Internal Traffic

  1. 1

    Click Admin from the Google Analytics dashboard.

  2. 2

    Click Data filters.

  3. 3

    Click Create filter.

  4. 4

    In the filter options, select Internal traffic.

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