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  • Writer's pictureKelly Alica Liman

How to Exclude Internal Traffic in Google Analytics 4 (GA4)

The reality of using Google Analytics 4 is that you could be tracking your visits, interactions, and events; and those from your marketing, development, or founding teams. As lots of people may be working on your website daily, you wouldn't want to artificially inflate your website interactions and skew your website data! As such, it is important to exclude internal traffic from your GA4 report. In this article, we will show you an easy, step-by-step way to exclude this internal traffic (with screenshots). Here's how!


Looking for help or support on Google Analytics 4?


Before we begin, you can also check out this quick, 4-minute video tutorial from XYZ Lab's Youtube Channel!

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Step 1: Navigate to Admin

Login to your Google Analytics 4 account and navigate to the Admin on the bottom left-hand side.

Step 2: Navigate to Data Streams

Click on the Data Streams under the Property (second) column.

Step 3: Select your Data Stream

Select the data stream where you would like to exclude the internal traffic. In our example, we have two data streams, but in your case, you might only have one data stream that is relevant to your website.

Step 4: Click on "Configure tag settings"

Step 5: Click on "Show all" and select "Define internal traffic"

Click on Show all to see the full list of the options available and scroll down to find the Define internal traffic option.

Step 6: Click on "Create" button

We will create a rule that will exclude the IP Addresses of our team members and everyone else that might be inflating your traffic.

Step 7: Select "IP address equals" under the "Match type" dropdown menu

Step 8: Insert the IP Address under "Value"

In case you don't know your IP Address, you can find it through this website:

Step 9: Name the rule

Step 10: Click "Create"

Step 11: Navigate to Admin > Data Settings > Data Filters

Navigate back to Admin. Click on Data Settings under the Property (second) column. Click on Data Filters.

Step 12: Click "Activate filter"

Here we can see the filter that we created earlier and its current state is testing. To activate the filter, click on the ellipsis and click Activate filter.


There you have it! Your filter should now be up and running and activities from the defined IP Addresses will not be recorded in the GA4. Cheers to more accurate data for better insights and business decisions!


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