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How to filter internal traffic in Google Analytics 4

how to filter internal traffic in google analytics 4

The new Google Analytics 4 gives us the possibility to filter internal traffic for cleaner data.

First of all, remember that internal traffic is the traffic that comes from employees who work every day on the website or simply from you who works on your own blog.

If you do not filter this type of data, lot of metrics will be alter and your analysis could be compromised.

In few steps you can simply set up an internal traffic filter in GA4 (read this post if you want to know how to create a new Property in GA4).

Exclude internal traffic

Go into Google Analytics 4 Admin section and select Data Stream under your Property:

data stream admin ga4

Once inside, click on the data stream where you want to apply the internal traffic filter:

select your data stream

At this point, click on Tagging Settings:

tagging settings google analytics 4

And then on Define Internal Traffic:

define internal traffic

Let’s clik on Create :

creare un nuovo filtro  traffico interno

Now, you can enter a series of values to better define your filter:

  • Rule name: it’s the name you want to give to your filter;
  • Match type: it’s the rule you want to apply and you can choose from several options like equals, begins with, ends with, contains and in range (I do not still find the RegEx option, but I hope it will be a future update);
  • IP address: here you have to insert the IP address you want to exclude:
exclude ip address

Let’s save the filter.

Now that you have created the filter, you can find it in the GA4 Properties under Data Filter. If you want that it works, you need to activate the filter:

activate the filter in google analytics 4

Once the filter is active, you can test it.

Go to the Realtime report, click on Add comparison and start typing “fil” so that the Test data filter name appears:

type filter

And select Internal Traffic:

select internal traffic

Once the filter is done, let’s apply and test it.

Try browsing some pages of your website and see what values are collected under the selected filter.

internal traffic filter in comparison

I surfed on the “About Me” page, which will now appear (if everything is set correctly) under the filter:

surf on about me page

Although the official Google guide tells us that with the new GA4, IP addresses are automatically anonymized, you still have to enter the whole IP address within the filter.


It’s very important to filter the internal traffic. With this filter you have a good quality of your data in your Google Analytics property.

It’s also important to say, that with GA4 now is more easy to use the internal traffic filter. In Universal Analytics the best approach was by creating a Test View to check if all it worked properly after you have created the internal traffic filter. Now you can simply choose one of the following options in Admin > Property > Data Filters and select the status of your filter:

  • Testing: you can select this state when you want to test the filter you have created
  • Active: to active the internal traffic filter;
  • Inactive: simply stop the filter
filter state google analytics 4

Very very easy.

Good analysis!

You may also be interested by the following articles:

Track Clicks within Navigation Menu with Google Tag Manager

PII (Personally Identifiable Information): what is it?

What’s a Tag in Google Tag Manager?

How to have Annotations in Data Studio Dashboards as in Google Analytics

How to implement Cookies with Google Tag Manager and Cookiebot

Track Data Studio Dashboards with one Property in Google Analytics and 4 Calculated Fields

Tracking Google Data Studio Dashboards with Google Analytics

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