How to filter out internal traffic from Google analytics
Google Analytics

How to filter out internal traffic from google analytics

First, what do I mean by ‘internal traffic’?

Internal traffic is you visiting your website, or your assistant or anyone else visiting your site that is working on your site.

You may have social media, SEO assistants, or ADwords assistants. Even a web designer will need to be removed for your data. The more people you have working on your site the more important to remove their visits from your data.

When I am debugging a site, or building landing pages, creating an SEO strategy or content strategy or any other digital marketing tasks I do, I can visit a site many many times. If your site is a low traffic site < a few hundred hits a day then internal traffic can make up a fair percentage of that traffic and lead you to believe you have lots of visitors.

So what’s the big problem with you analytics showing you have lots of visitors (even if it is you)?

Well, if it is you, or your designer, or your SEO person etc… these people are not converting into leads or customers and they will not be engaging with your website. This will show up as low conversion rates, low engagement rates and high bounce rates, leading you to believe your website is performing quite badly.

If you actually remove this data you will see a more realistic view of the performance of your website, leading to better insights, better decision making and ultimately, better results from your website in the form of more leads and sales.

So how do you remove internal traffic from your data?

Step 1: In Google Analytics go to your admin settings.

Step 2: In your view settings go to FILTERS.

Step 3: Click on CREATE NEW FILTER

Step 4: Give your filter a name e.g. FIlter out my IP address

Step 5: FInd your IP address – Ask Google or use a site like

Step 6: Use the following settings for your filter.

How to add filters in Google analytics

Filter type -> Predefined; Exclude – Traffic from IP Address – That contain

Step 7: Add your IP address.

Step 8: Save

If you have multiple addresses you can use the bar |  to separate them.

Let me know in the comments how you got on with this.


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