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[GA4] Data filters

A data filter lets you include or exclude incoming event data from being processed by Google Analytics. Analytics evaluates data filters from the point of creation forward. Data filters do not affect historical data.

Once you apply a data filter, the effect on the data is permanent. For example, if you apply an exclude data filter, the excluded data is never processed and will never be available in Analytics. If you want to hide data from certain reports without permanently filtering out the data, use report filters instead.

Types of data filters

You can define the following types of data filters:

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