How To Exclude Internal Traffic In Google Analytics 4


Google Analytics 4 (GA4) is rolling out in a rush, and for those who’re studying this information, you may be having a tricky time determining the way it works.

One space that may be inflicting you confusion is filtering out inside site visitors.

In case you’re like me, you’re already lacking how user-friendly Common Analytics (UA) was – particularly when it got here to filtering out site visitors.

In UA, you had full management over how you possibly can filter out site visitors.

See the wonder it had.

Universal Analytics Filters UIScreenshot from Google UA, Could 2023

Now, I discover it laborious to grasp why GA4 has changed such a significant operate with solely an IP-based rule.

The IP-based filter is ineffective when your organization staff are distant as, most often, IPs are dynamic, and it’s not sensible to replace the record of IPs every day.

For this reason we’ve got created this information for you that can assist you filter out undesired site visitors – and, most significantly, inside site visitors – in GA4.

What Is Inside Visitors?

“Inside site visitors” refers back to the net site visitors that originates from you and your staff accessing your web site.

Your staff’ exercise can cut back the standard of your information and make it tougher so that you can perceive what actual guests are doing on the web site, and the way a lot site visitors you have got.

Though IP-based filters might not be one of the best ways to filter our inside site visitors, I want to begin with that methodology as the simplest path to make use of – and as a foundation to clarify how new information filters work.

How To Filter Out Visitors Primarily based On IP

Navigate to Knowledge Streams in GA4.

Data StreamsScreenshot from GA4, Could 2023

Go to Configure tag settings, click on on the Present all button, after which click on on Outline Inside Visitors Rule.

On the popup dialog, click on the Create button, and you will note a display the place you may enter the IP addresses you need to exclude.

Please be aware the “traffic_type=inside” parameter within the dialog.

Whenever you create a rule, every time it applies, it does append to the Google Analytics hits the parameter “tt=inside” which is saved within the GA4 database.

IP based filter

Add information filters by navigating to Knowledge Settings then Knowledge Filters, and clicking Create Filter button.

The fundamental thought is simple: You must assign a price of your option to the “traffic_type” parameter after which use information filters to take away any hits which have that very same worth assigned to the “traffic_type” parameter.

There are two choices: The “Developer” filter and the “Inside Visitors” filter.

What Is The Inside Visitors Knowledge Filter?

This filters out any site visitors with the traffic_type parameter set to “inside” by default. The worth of the parameter and filter title could be something.

How Does The Inside Visitors Knowledge Filter Work?

For instance, you may create an IP filter rule with a parameter traffic_type=europe_headquarters and set a special IP vary in your EU workplace.

You possibly can create as many guidelines as you need with totally different traffic_type parameter values, and it is going to be despatched within the hit payload (as tt a parameter) when the customer IP matches the rule.

tt parameter in the hit payloadtt parameter within the hit payload

Then, by including a knowledge filter for every IP rule you’ve created, GA4 will exclude hits when traffic_type the info filter setting worth matches the tt parameter of the payload  –(tt is just an abbreviation of “site visitors sort”).

What Is The Developer Visitors Knowledge Filter?

This filter excludes site visitors from builders or inside site visitors from an organization or group.

Equally to the inner site visitors information filter, it eliminates solely information from being recorded in GA’s database, with the distinction that you may nonetheless see your exercise within the Debug View and its real-time reviews.

That’s the reason it’s known as a developer information filter.

In distinction, you may’t see occasions from inside site visitors in Debug View when inside information filters are energetic.

How Does The Developer Knowledge Filter Work?

When debug mode is enabled _dbg payload parameter is included in hits.

Then, the developer information filter eliminates all hits with _dbg the parameter being recorded within the GA4 database.

Debug mode parameter is added when utilizing the preview mode of Google Tag Supervisor, or when Google Analytics Debugger is used.

_dbg debug view parameter in the payload_dbg debug view parameter within the payload

Knowledge Filter States

Knowledge filters have three totally different states:

  • Testing.
  • Lively.
  • Inactive.

Lively and inactive states are self-explanatory, however you may be questioning what the testing state is.

Within the testing mode, you may apply a filter in GA’s reviews utilizing the routinely added customized dimension “Take a look at information filter title” equal to your information filter title.

Testing mode is a good characteristic that lets you check in case your filters work correctly earlier than activating them as a result of making use of a knowledge filter completely impacts your information.

It means the info you exclude is not going to be processed and gained’t be accessible in Analytics.

We’ve discovered how information filters work by utilizing built-in IP filter guidelines.

However as I discussed, this is not going to work with distant groups – and in that case, it’s higher to make use of a cookie-based method the place you ship your crew a URL they will open, and their successive visits shall be excluded primarily based on the cookies.

How To Exclude Visitors In GA4 By Utilizing Cookies

I need to be trustworthy on the outset: Setting this up requires many steps.

You must bear in mind the precept.

We have to ship the hits with the traffic_type parameter that we’ve set in information filters when creating them.

This implies we’ll set a cookie on staff’ browsers and verify each go to. Every time that cookie is ready, we’ll set the traffic_type parameter to “inside.”

Let’s say we’re going to use the exclude_user question parameter.

When staff go to the URL “” with the question parameter “exclude_user” set to “1”, a pattern cookie exclude_user shall be arrange.

You possibly can ship that URL to your staff to make use of as soon as to open the web site and arrange cookies.

Please be aware: Retaining the names of variables the identical is necessary for the codes under to operate, and since client-side set cookies expire in seven days in Safari, your staff might must open that URL as soon as per week – or you may set cookies when they’re logged in to your web site server facet.

To arrange a cookie when one opens the URL, we have to add a “customized HTML” tag in GTM with the next script and select the firing set off “Pageviews All Pages.”

(Trace: You should utilize ChatGPT for coding.)

 var urlParams = new URLSearchParams(;
//verify if exclude_user question parameter exists and set cookie
 if (urlParams.has("exclude_user")) {
   if (urlParams.get("exclude_user") === "1") {
   } else {

 operate set_cookie(cookie_name) {
   var date = new Date();
   date.setTime(date.getTime() + (2 * 365 * 24 * 60 * 60 * 1000));
   var expires = "expires=" + date.toUTCString();
   doc.cookie = cookie_name + "=1; " + expires + "; path=/";

 operate delete_cookie(cookie_name) {
   doc.cookie = cookie_name + "=; expires=Thu, 01 Jan 1970 00:00:00 UTC; path=/;";
Custom HTML tag in GTMCustomized HTML tag in GTM

Add the “1st Social gathering Cookie” sort of variable with the title “Inside Cookie” and set the cookie title setting as exclude_user.

1st Party Cookie Variable1st Social gathering Cookie Variable

It should return the worth of the exclude_user cookie whether it is set, or a particular worth undefined (not the identical because the string “undefined”) if the cookie doesn’t exist.

Add a built-in “Debug Mode” variable named “Debug Mode.”

Debug mode variableDebug mode variable

Create a JavaScript sort of variable named “Inside Visitors,” copy and paste the code under into it, and save.

This JavaScript variable will return values “inside” or “developer_view”  (may very well be something totally different than “inside”) to be arrange for traffic_type parameter.

operate getTrackingType() {
 var developer_mode = {{Debug Mode}};
 var urlParams = new URLSearchParams(;
 var excludeUserParam = urlParams.get('exclude_user');
 //if exclude_user question parameter exists, override the return worth.
 if( excludeUserParam !== null ){
   var filter_type_overrdie = (excludeUserParam === null || excludeUserParam === '1');
   //if exclude_user paramter is ready do not verify cookies
   if( filter_type_overrdie ){
     return 'inside';
     return 'developer_view';
 var internalCookie = {{Inside Cookie}};
 if ( internalCookie === "1" ) {
    return 'inside';
 if (developer_mode) {
    return 'developer_view';
 return undefined;
GTM JavaScript variable where we set traffic_type parameter valueGTM JavaScript variable the place we set traffic_type parameter worth

It should have a special worth than the inner, thus our information filter is not going to be filtering out our developer views, and we are able to debug our setup whereas nonetheless having an exclude_user cookie setup.

The aim of this setup is to exclude builders from web site visits when they don’t seem to be testing whereas nonetheless permitting them to carry out debugging when needed since you want to have the ability to debug the setup sometimes.

Set the traffic_type parameter to populate from the newly created {{Inside Visitors}} variable in your GA4 configuration tag.

How to setup traffic_type parameterTips on how to setup traffic_type parameter

Preview it in Google Tag Supervisor (GTM) by opening any URL of your web site with the “?exclude_user=1” question string hooked up, and verify that the “traffic_type” parameter is crammed in and that the “tt” hit payload parameter is ready to “inside.”

You possibly can change between “inside” and “developer_view” values simply by altering the exclude_user question parameter worth from 1 to 2.

As soon as you’re certain that the filters work correctly and don’t filter out actual customers’ site visitors by mistake, you may activate them from the info filters web page, and you’re finished.

How to activate data filter in ga4Tips on how to activate information filter in GA4

In case you have got a gtag.js implementation, you want to add a traffic_type parameter equal to “inside” to your tag configuration, as proven under.

gtag('set', { 'traffic_type': 'inside' });

For enabling debug mode, I’d recommend utilizing the Chrome extension.

However I extremely advocate utilizing a GTM setup as a result of it’s simpler to scale, and on massive initiatives, upkeep shall be more cost effective.

In case you like coding, at the very least you may go hybrid by utilizing GTM and pushing information parameters into the info layer in your web site’s customized JavaScript.


I do know what you’re considering after studying this information.

The trail to simplicity is overcomplicated – and the place it as soon as took seconds, you now should spend days organising your filters correctly.

Chances are you’ll not even have the technical information required to implement the steps described on this information.

Nevertheless, right here is the place I’d recommend utilizing ChatGPT to get additional assist.

In case you want a special filter that requires extra customized coding, you may ask ChatGPT to code for you.

For instance, you may ask it to create a JavaScript variable for GTM that returns “inside” when one visits your web site from spammy referrals and excludes spam site visitors.

The precept is straightforward: It’s best to set a traffic_type=”some_value” parameter to no matter worth you need and exclude any hits which have traffic_type parameter set to that worth by utilizing information filters.

I hope sooner or later, the Google Analytics crew will add extra granular and consumer pleasant management over how one can filter your site visitors, just like Common Analytics.

Extra sources: 

Featured Picture: Rajat Chamria/Shutterstock


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