How to Create a View Filter to Exclude Internal Traffic in Google Analytics


It’s vitally important that your website or app analytics data is clean and accurate. A common way that organizations dirty their data is to fail to exclude internal company traffic from their analysis. You and your employees are going to interact very differently with your site or app than your visitors and customers do. If you base your decisions on data and analysis that includes your internal traffic, your decisions will be based on dirty data. Here’s how to exclude internal company traffic from your website or app in Google Analytics: create a View Filter.

Create a Filter

  • Sign in to Google Analytics
  • Admin > View > Filters
  • + Add Filter
  • Select Create new filter
  • Filter Name: Exclude Internal Traffic – Zeffective
  • Predefined
  • Exclude > Traffic…IP Address > that are equal to
  • Open a new tab to and search “What’s my IP?”. Copy your IP address.
  • Go back to Google Analytics
  • IP address:: paste your IP address (this accepts both IPv4 and IPv6 IPs)
  • Click Save

That’s it—you’ve created a filter to exclude traffic from your IP address.

Exclude Internal Traffic Setup

Create a View Filter in Google Analytics to exclude internal traffic.

You’re not done until you validate your filter though. So we have a couple more steps to test that our filter is working as it should.

Test your Filter

  • From Google Analytics Admin, click Reporting at the top of the page.
  • In the left sidebar, click Real-Time > Overview
  • In a new tab, navigate to your website’s home page. Leave it open and return to your Google Analytics tab.
  • In Google Analytics: If you see / in the Top Active Pages: section, your filter isn’t working correctly (the / represents your visits to the home page; if you had navigated to your Contact page and gone back to check Google Analytics, your visit to /contact/ should not appear in Top Active Pages:.
  • To troubleshoot:
    • Start by confirming that you’re in the same View that you created your filter in.
    • Next, navigate back to Admin > View > Filters and make sure your filter is configured correctly per the instructions above.
    • Still not working? Google it or get in touch with me and I’ll try to help.
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