Understanding Data Filter in Google Analytics 4 (GA4)
A data filter can help you either include or exclude incoming event data from undergoing processing within Google Analytics. GA4 assesses data filters from the moment of their creation and do not impact data that has already been recorded historically. Once a data filter is applied, its effect on the data is permanent and cannot be reversed.
The Google Analytics 4 data filters are configured at the property level and it comes with only one reporting view. In Universal Analytics, you could create and use a test view to test your data filters and in GA4 property you only can test your data filters before you apply them to your live GA4 property.
You can create up to 10 data filters per property in GA4.
Types of Data Filter in Google Analytics 4
- Developer Traffic: Filtering out all the activities from developers who frequently use debug mode.
- Internal Traffic: Filtering out users with an IP address or range of IP addresses.
Developer Traffic data filter
Developer traffic is generated from your own personal device during the debugging phase of your analytics implementation. In GA4, developer traffic is categorized by event data featuring the parameter name ‘debug_mode’ or ‘debug_event,’ with a parameter value set to ‘1.’
Developers are not your target audience, they are working on the website, so they do often come to the website. They are not our real visitors and we don’t want to track them in Analytics; therefore, we create developer filter to exclude
Internal Traffic data filter
Internal Traffic data filters are used to include or exclude data events that are recognized as internal traffic in GA4. Internal traffic is the traffic coming to your website from your own employees or colleagues, suppliers, and other service providers.
Internal traffic is not our targeted audience and they may lead to a delusional business decision.
Note: Internal traffic also includes all the clicks by your Developer, but to filter out such data we have to use developer traffic. If you filter out developer traffic via internal data filter, then developers would not be able to see test data in Debug View report
Google Analytics 4 by default has internal Traffic Data Filter but in tenting mode, which need to be configured and activated if you want to use it. In GA4, internal traffic is characterized by event data containing the parameter “traffic_type” with a parameter value of “internal.”
You can not change the parameter name but you can change parameter value if you want to create multiple internal traffic filters
Understanding data filters operations in GA4
Google Analytics 4 filters are limited. There are two key actions you can perform with data filters:
Exclusion: When you are selecting this option, GA4 will refrain from processing any event data that aligns with the filter criteria.
Inclusion Only: When you are opting for this choice, GA4 will exclusively process event data that meets the filter criteria.
This is to be remembered that when you apply both include and exclude filters, include filters will be evaluated first and then exclude filter.
Filter Mode in Google Analytics 4
Each Google Analytics 4 data filter has three modes: Testing Mode, Active Mode and Inactive mode.
Testing Mode
Testing Mode is when you want to test your filter before applying it and making changes permanent.
Active Mode
When you make data filter live. Once your data filter is active, then the change is permanent.
Inactive Mode
Apply this option when you want to disable data filter. When you have chosen this option then your data is no longer is evaluated by Google Analytics 4
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