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The easiest way to filter dynamic IP user visits in Google Analytics

December 04, 2013 at 12:00 PM


by Mikul Patel

Digital Marketing Consultant at Matraxis

Having skewed analytics is every web analyst's worst nightmare, especially when it comes from website visits from internal employees. Whilst it is easy to exclude internal traffic from your reports if you have static IP addresses, what about visits from employees outside the office? Or even office environments that use dynamic IP addresses?


There is no official solution provided by Google, but following the workaround in this article should put an end to internal users unintentionally skewing your analytics, without needing to install browser cookie blocking addon's.


google analytics browser block


Filtering internal users using GA campaign parameters

But shouldn't campaign parameters only be used for measuring marketing campaign, you may ask? This is not necessarily true as it is possible to filter profiles in Google Analytics based on campaign parameters.


Step 1: Define a 'landing page' for your users to access when they need to visit your site. This would typically be the homepage.

                e.g. www.yourdomain.com


Step 2: Add a GA campaign source parameter to that 'landing page' and pass this link to all your internal to bookmark and use across all devices.

                e.g. www.yourdomain.com/?utm_source=internal


Extra Tip: You can make a more memorable link by using an http redirect request for a non-existing URL

                e.g. www.yourdomain.com/internal redirects to www.yourdomain.com/?utm_source=internal


Step 3: Define and filter out the campaign source value in GA. This will stop any visits that use this campaign source from showing up in your GA reports


google analytics filter internal users


Warning: Always remember to keep a raw data profile that contains no filters. GA does not allow you to reanalyse profiles, unlike Webtrends, so always create a dummy profile to test out any changes.


Step 4: Test out your new filter by navigating through the site through the new URL and looking at the GA Real-Time Overview report. If by magic, you should now see your browsing session not affecting the data collected for the profile!



Other methods for filtering dynamic users

Where the solution in this article is useful for not having to bug your IT team, there are other ways to filter out internal users. One way is through using custom variables and tagging your internal visitors. The advantage of this approach is that it allows you to segment and compare internal against normal visits.



Matraxis is the leading independent expert in Web Analytics and helping organisations to measure and optimise their digital campaigns across website, social, and mobile. If you would like more information about Matraxis Google Analytics services and solutions, get in contact with us today!

Tags: Google Analytics Analytics Reporting Web Analytics Campaign Measurement Website Filtering
Category: Web Analytics

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