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Writer's pictureSotirios Seridis
2 min read

How to Exclude Internal Traffic in Google Analytics 4 (GA4)

The reality of using Google Analytics 4 is that you could be tracking your visits, interactions, and events and those from your marketing, development, or founding teams. As lots of people may be working on your website daily, you wouldn't want to artificially inflate your website interactions and skew your website data! As such, it is important to exclude internal traffic from your GA4 report. In this article, we will show you an easy, step-by-step way to exclude this internal traffic. Here's how!





How to Exclude Internal Traffic in Google Analytics 4 (GA4)


Step 1: Create an Internal Traffic Rule


  1. Login to your Google Analytics 4

  2. Navigate to Admin (bottom-left-hand-side)

  3. Navigate to Data Streams under the Data collection and modification column

  4. Select your Data Stream

  5. Click on "Configure tag settings"

  6. Click on "Show more" and select "Define internal traffic"

  7. Click on "Create" button

  8. Give your rule a name (for example: Internal Traffic)

  9. Under IP addresses, select "IP address equals"

  10. Insert the IP Address you would like to exclude under "Value". You can find your IP Address with this website: https://whatismyipaddress.com/



Step 2: Active the Internal Traffic Rule


  1. Navigate to Admin (bottom-left-hand-side)

  2. Navigate to Data Filters (under the Data collection and modification column)

  3. Select the internal traffic rule you created

  4. Scroll down to Filter state and select the option "Active"





Frequently Asked Questions on Excluding Internal Traffic in Google Analytics 4 (GA4)


How many IP addresses can I exclude in GA4?


  • You can exclude up to 10 IP addresses or ranges

  • You can create up to 10 data filters per property


Should I use Internal Traffic exclusion or report filters?


Internal Traffic exclusion is better because:

  • It removes data before processing (saves your quota)

  • Applies to all reports automatically

  • Gives you more accurate data

  • No need to set up multiple filters across reports



Can I exclude internal traffic for specific pages only?


No, internal traffic exclusion works across your whole website:

  • Applies to all pages and events

  • Can't limit it to specific sections

  • Works on all data streams

  • For page-specific filtering, you'll need custom solutions



How do I know if my internal traffic is being excluded correctly?


You can verify it by:

  • Using GA4's DebugView while on your network

  • Checking your real-time reports

  • Creating a test event from your office If you don't see your test data, the exclusion is working!



Will excluding internal traffic affect my historical data?


No, the exclusion only affects new data:

  • Past data remains unchanged

  • Starts working as soon as you save settings

  • Cannot be applied retroactively



How do I find my company's IP addresses to exclude?


Easy ways to find your IP addresses:

  • Ask your IT department

  • Visit "whatismyip.com" from office computers

  • Check your VPN settings if working remotely

  • Remember to include both office and remote work IPs



What happens if my company's IP address changes?


You'll need to update your settings if:

  • Your ISP changes your IP

  • You move offices

  • Your network configuration changes Regular checks of your exclusion settings help maintain accurate data.





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