Setting up basic filters

Analytics Academy lesson

Reading list

• View filters
• Exclude internal traffic

Notes

You can use filters to:

• exclude data
• include data
• change how the data looks in your reports

Filters help you transform the data so it’s better aligned with your business needs.

During processing, Analytics applies your filters to the raw data collected from your website or app. This transformed data is what you see in the reports for each view.

For example, you can use a filter to exclude traffic from your internal employees. The easiest way to do this is to create a filter that excludes all of the data from the IP address for your business. As Analytics processes your data it will ignore any data coming from that IP address.

You can also use a filter to clean up your data. For example, sometimes a website will show the same page regardless of the case of the URL uppercase, lowercase or mixed case. Since Analytics treats data as case sensitive, this can result in the same page showing up multiple times, based on case, in your reports. To prevent this separation and see the page data in aggregate, you can set up a lowercase filter to force all of the URLs to a single case.