How To Exclude Internal Employee Website Traffic From Google Analytics

Written by Ryan Cormier

Google Analytics is awesome. After all, what other free* tool gives you access to such vast, insightful, actionable business data? What makes it even better is that, with a few smart adjustments to your account, you can make GA work even harder for you. We've gone ahead and outlined 3 easy steps to exclude internal employee traffic from your Google Analytics data.One of the many things you can do to ensure the data you’re analyzing paints as clear a picture as possible is to filter out internal website traffic from your company’s employees. After all, your employees probably aren’t in the market for the products or services you offer (although there are exceptions).

1. Create a new view

This first step is absolutely essential, as Google Analytics Filters are irreversible. I repeat, Google Analytics Filters are irreversible. That means that once you create a filter within a specified view, that filter affects all future data collected within that view. You can always go back and remove or modify the filter, but all of the data collected during the time when the filter was active will remain filtered.

 You never want to filter your “All Web Site Data” view.

To create a new View, click the Admin link at the top of the page.

Google Analytics admin link

Next, under the VIEW column on the far right, click the drop-down menu and select “Create new view” from the bottom of the list.

Google Analytics create new view

You want your new view to track website data, so select that option. Then you can give your view a name and select your time zone. In this example, I’ve named my new view “Traffic Minus Staff.” Once you’re done, click the Create View button.

Google Analytics configure new view

2. Create a new filter

Now that your new view is set up, go back to the main Admin screen and (after making sure your new view is selected in the drop-down menu) click Filters.

Google Analytics create new filter

On the next screen, click the + New Filter button.

Google Analytics create filter

On the next screen, select Create new Filter. You’ll then want to give this new filter a name, such as “Company IP Exclusion.”

Next, select Predefined filter from the two options. You’ll then configure your filter to:

  • “Exclude”
  • “traffic from the IP addresses”
  • “that are equal to”

Enter your company’s IP address in the IP Address field. Be sure to specify if your IP is IPv6. Don’t sweat it if you don’t know that information firsthand – your IT department or Network Administrator should be able to hook you up with your IP address.

Google Analytics configure new view filter

Once you’re done configuring your filter, click save and you’re all set! Your newly created view will now begin filtering out all traffic from the IP address you specified.

Taking it one step further:

Depending on your company’s situation, you may choose to exclude several traffic sources from a particular view. This can come in handy if you have multiple locations, you have employees who work remotely or you have other technical needs. In such a case, all you need to do is create a new filter for every ISP domain, IP address, subdirectory and/or hostname you wish to exclude data for. You can repeat this process as many times as needed to sufficiently filter out all of the undesired data.

It’s worth noting that some of these filters require a fair amount of technical expertise. If you're ever unsure about what you're doing, I always recommend that you seek help online, contact your company's technical support team or reach out to Google directly.

3. Enjoy your filtered data!

With your new view and filter(s) in place, you’ll soon reap the benefits of analyzing granular data that supports your company’s marketing goals and strategies. This tailored data can help you:

  • Make more informed decisions
  • Reduce time spent manually filtering data
  • Better understand how customers and prospects are using your site
  • Better analyze the effectiveness of your marketing efforts

The beautiful thing is that Google Analytics view filters can be used for WAY more than just excluding IP addresses and traffic sources. I'll be posting more informative articles on the subject in the future, but in the meantime you can read more about GA view filters directly from Google.

Have you experimented with GA view filters for your business? If so, leave a comment below and let us know how it worked for you!