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How to Exclude Referrals in Google Analytics 4
1️⃣ Navigate to Admin (bottom-left-hand-side)
2️⃣ Navigate to Data Streams and click on your Data Stream
3️⃣ Scroll down and click on Configure tag settings
4️⃣ Under Settings click on Show all
5️⃣ Select List unwanted referrals
6️⃣ Fill in the Referral Exclusions and Save
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Frequently Asked Questions on How to Exclude Referrals in Google Analytics 4
How do I exclude referrals in Google Analytics 4?
You can exclude referrals by adding domains to the “List unwanted referrals” section under Admin → Data Streams → Configure Tag Settings. This stops GA4 from treating those domains as new sessions.
Why should I exclude certain referral sources in GA4?
Unwanted referrals inflate session counts and break attribution by creating fake new sessions. Blocking them keeps your traffic sources, conversions, and marketing data accurate.
What domains should be added to the unwanted referrals list?
Most websites include payment gateways, third party tools, staging sites, and internal subdomains that users pass through. Adding them prevents session splitting and protects clean reporting.
How do I stop Stripe or PayPal from showing as referrals in GA4?
Add their callback domains such as paypal.com or checkout.stripe.com to your unwanted referral list. This ensures the original source like Google Ads or TikTok keeps the attribution.
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