Google Analytics is used by an array of businesses hoping to gain useful insights from the statistics pulled from their website. Google Analytics collects data on every visitor to a site (presuming they’ve enabled cookies and JavaScript). This includes data from internal visitors. Therefore if you’re meticulously checking pages on your site, a large portion of your overall traffic statistics could well be coming from you and other members of your team.

This will result in each metric in your reports being skewed. Instead of gaining insights about your customers, you’ll see how internal visitors behave on your website. And the way staff use their own sites is obviously going to be different than how customers use their sites.

Alas, there’s a solution. You can exclude any internal traffic to your own site. By following the steps I’m about to outline then you’ll be able to focus on the information from your customers.

Firstly, set up a new profile in your account called ‘Exclude My Visits’ or something along those lines. When you’ve set up a new profile, click the admin button, and navigate to filters > add new filter.

Name your filter appropriately, and navigate the dropdowns to exclude any traffic from IP addresses equal to: [Enter your IP address]
You can see your current IP address with this simple Google Search:

Additionally, Google provide further information on excluding internal traffic, including information that may be helpful to larger organisations on how to exclude a range of IP addresses.

Use your newly created profile to ensure you’ve set everything up correctly. To check, just compare the traffic from your country between your main (original) profile and the new profile. If the filters are working correctly, you’ll see less traffic from your location on the newly created profile. Then you can go ahead and apply the filter on your existing profile once you’ve tested it.

And there you have it, you should now be able to filter out internal traffic and get a much clearer picture of your customers using Google Analytics data.

6 responses to “Get a clearer picture of your website traffic: How to exclude internal visitors from Google Analytics”

  1. Thanks Ben That makes a lot of sense and its one of those things which could easily be overlooked.

  2. Keiron Wratt says:

    Thanks Ben. We have a ecommerce website, will this filter also exclude “test” orders? I am trying to find a way to prevent conversions & sales results being skewed.

    • Ben Wood Ben Wood says:

      Thanks Keiron. As long as the IP address carrying out the ‘test’ orders is the same as the IP address you’re excluding in the filter then yes this will exclude those stats in Google Analytics.

  3. Ty says:

    Thank you very much, I had to read through 4 other of the same articles that didnt explain this properly. With your explanation I had it working in 2 minutes.

  4. Daniel says:

    I work in an organization that wants to exclude all the website traffic originating from our office.

    When attempting to exclude internal traffic, should I be entering an address range that is my internal IP Range or my public IP range?

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