Filters and filter values

Some filters are only available for certain columns. For example, only conversion-oriented columns can be filtered by a custom conversion variable. If a filter isn’t listed in the filter panel (in visual mode) or in the filter suggestions (in text mode) after inserting a column, then it’s not supported for that column.

For instructions on how to use filters in custom formula columns, read Create a custom formula column.

To add a filter in visual mode, click the column name and add the filter in the side panel.

To add a filter in text mode, add a period after the column name, and type a filter name from the suggestions that appear or by referencing the table below. Values in text mode are specified in parentheses after the filter name. For example, clicks filtered to only clicks from either mobile or tablet devices would be written as clicks.device(mobile, tablet).

Multiple filter types can be specified on the same metric (up to 2 distinct types, such as “Device” and “Network”). If multiple types are specified, they combine with a logical AND, filtering the metric multiple times. See the table below for the behavior of the filter values (such as mobile, tablet, and desktop for the device type) for each type. For most types, filter values are combined with a logical OR, and there’s no limit on the number of values that can be specified.

Filter Name	Filter Name in Text Mode	Allowed Values in Text Mode	Notes
Conversion action	conversion_action	Values vary; see notes. Example value: "Conversion action name here"	Allowed values include the names of all conversion actions visible to the owner of the custom column wrapped in double quotes. Select at least one value.
Conversion source	conversion_source	analytics website phone_number_clicks mobile_app ios_app_install import_from_clicks google_play calls_from_website store_visits store_sales store_sales_automated store_sales_uploaded floodlight firebase_sa360 google_analytics_4_sa360 search_ads_360	Some conversion source values are available only to accounts that have that feature enabled. Select at least one value.
Device	device	mobile tablet desktop tv	Select at least one value.
Network (with search partners)	network	search partners display	Select at least one value.
Top vs. Other	placement	google_search_top google_search_other google_display_network partners_top partners_other cross_network	Select at least one value.
Attribution model	attribution_model	Values vary; see notes. Example value: "Last click"	Add the name of any attribution model available to the owner of the custom column surrounded by double quotes. If you also specify a conversion action filter on the same column, the attribution model must be compatible with the conversion actions in the filter.
Custom variable	custom_variable	Values vary; see notes. Example value (equals): "Example variable name" = "Result A" | "Result B" Example value (contains): "Example variable name" ~ "Result A" | "Result B"	Select one custom variable and at least one result value. Specify the name of your variable surrounded by double quotes, followed by an = (for equals) or ~ (for contains). Next, you can list any number of result values to match against surrounded by double quotes and separated by | (representing a logical OR).
Date range	date_range	today yesterday last_7_days last_14_days last_30_days last_week_starting_sunday last_week_starting_monday last_month last_quarter last_year last_business_week this_week_starting_sunday this_week_starting_monday this_month this_quarter this_year	Select exactly one value.
	between_dates	Values (specify 2): date(<year>, <month>, <day>) today yesterday week_start_sunday week_start_monday month_start year_start report_range_start report_range_end Optional addition on a value: <value>.shift(<years>, <months>, <days>)	Specify exactly two values (a start date and end date, both inclusive), separated by a comma in text mode. The order of the dates does not matter. To specify an exact date, use the date(..) value with a 4-digit year, a month (from 1-12), and day (from 1-31 depending on the month) separated by commas. After either or both date values, you add the .shift(...) modifier to adjust the date forward or backward any number of years, months, and days. The “report range” start/end dates represent the global start and end dates of any table, chart, or report that contains your custom column.