How to Filter Internal Traffic in Google Analytics? Overview

filter Internal traffic in google analytics b
Filter Internal traffic

In this article I will discuss, how can you filter internal traffic in Google analytics. Google Analytics is a powerful tool of Google. You can use this tool to track traffic on your website, trend, and user experience on your website.

But if you want to know and study the actual data of your actual users who interact with your website, you should filter out your internal traffic. Normally, you may have traffic on your website from the following people:

  • From Actual Users
  • From Employees
  • You or Owners

To know the actual progress of your traffic, trends, conversion, and other experience of users, you need to filter out internal traffic.

However, it is up to you what kind of data analysis you want to work out. This is your decision whether you want to filter out internal traffic or not.

To filter internal traffic in Google Analytics, you can create a filter. So let’s understand how you can do it.

Steps to Filter Internal Traffic in Google Analytics

First of all, you log in to your Google Analytics account. Select the domain name for which you want to filter internal traffic in Google analytics.

Admin - filter internal traffic
Admin Google Analytics

After selecting the domain, you click on Admin. This Admin option is available on the left sidebar menu.

Create filter Google analytics tool
Create filter

When you will click on Admin, you will have a page like the above. The above is a sample page to make you clear. Now you just need to click on Filter.

Add filter Google analytics
Add Filter

Now you will have an ADD FILTER button on your screen. You just click on this button to add a filter.

Exclude internal traffic in Google Analytics
Add filter to view in Google Analytics

After it, you will have an Add filter view page where you need to fill in the filter information. On this page, you need to fill/Select the following options:

  • Filter Name – Write a filter name of your choice.
  • Filter Type – Keep it as Predefined.
  • Select Filter Type – Select it as Exclude.
  • Select Source or Destination – Set as Traffic from the IP addresses.
  • Select Expression – Set as that is equal to.

If you don’t know your IP address. You just search on Google “What is my IP Address”. Your IP address will be displayed on the Google search result page.

After filling in all the information, you click on the Save button.

Filter internal traffic
Filter – Exclude internal traffic

After this process, your filter will be created and you will have the page above on your screen. Whenever you do this to filter internal traffic in Google Analytics, never forget to test it.

Check if the filter is working or not. Because it is important it works, to prevent your internal traffic. So that you can track and analyze the data of your actual visitors.


Having a filter for internal traffic is really beneficial for you. In this way, you can analyze the actual progress data of your site. You and your employees might visit your multiple times a day on your website.

And that is important that you filter out this internal traffic of your site to analyze the data of real visitors.

If you want to track and make a strategy for the growth of traffic and conversion. You need to know the real data of your website. If it is influenced by your internal traffic, your planning and action may get impacted.

There are multiple ways to filter the internal traffic of your site. In this article, I have explained about filtering internal traffic in Google Analytics. You can also use Tag manager or other ways to filter your internal traffic.

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