Discover the potential of Google Analytics filters

Why use Google Analytics filters will allow you to maximize your daily work as a Web analyst? Whether your passion is web analytics or if you work on a casual basis with Google Analytics, this article interests you!

The filters allow us to modify the information that a view reports. When we create a property, a view named "All data on the Web site" is associated by default. We recommend that you leave this view created by default and create new views to apply the filters to.

For example, a Web page that is an e-Commerce and has a blog built in, we can have a view with "All the data on the website", which reports all the data on the page, another view with a filter that only gives us the data of the E-Commerce and another view with a filtr Or that only reports the information of the blog. In this way, whether you are a Web analyst or Content Manager, with a simple blow of sight, you will be able to access the data quickly for further analysis.

Before you begin to explain how to create a filter, let's remember what is the structure Of Google Analytics:

  1. Account: This is the access Point To Google Analytics. From the account, we can manage the users, properties and permissions.
  2. Property: A property is a Web site or an app. An account can include several properties. Each is associated with a particular tracking code. For each property, Google Analytics creates a view with "ALL Web site data."
  3. Views/profiles: The view is from where we see the reports. It's the point of access to the data. A property may have different views, but they all share the same tracking code. In this way, we can create different views for a property that will incorporate filters. For example:

– A view with all the data on the website. It Comes predefined and we recommend leaving it.

– A view that only reflects data for a particular country

– A view that only reports Google Adwords data.

– A view with data from a particular subdomain.

– A Test view.

How to create a filter in Google Analytics?

Before you begin to create the filters, it is important to know what the KPIS are and what information we want to analyze. Depending On this, we create a certain number of views for an account and apply some filters or others.

Predefined Filters in Google Analytics

In this article, we will learn how to create predefined filters.  To create a filter, go to the Google Analytics Administrator and select the account, property and view. From the view, we access the filters.

Discover the potential of Google Analytics filters


Inside filters, select "Add Filter".

  Discover the potential of Google Analytics filters

Then we started to create the filters. In this article we will explain the 4 filters that come predefined:

  1. Include/Exclude traffic from IP addresses:

This filter is used to exclude visits from a given IP.

Discover the potential of Google Analytics filters

  1. Include/exclude traffic from THE ISP domain. Some companies have their own ISP or a company network.

To Create the filter and exclude traffic from the ISP, follow these steps:

  • Select Create a new filter.
  • In the name of the filter, we can put: Exclude ISP
  • In the "Filter type" option, select predefined.
  • Select the "Exclude", "ISP Domain Traffic" option, "which are equal to".
  • Finally, we introduce the domain and save the filter that we have created.
  1. Include/exclude only traffic to the host name. This filter is used to include/exclude only traffic for a given host name. Example:

Discover the potential of Google Analytics filters

  1. Include/exclude only traffic to subdirectories. This filter is very useful, for example, when as commented at the beginning, we have an online store and we want to exclude the traffic of the blog:

Creating This filter, we would have a view with only the data from the store. The configuration would be as follows:

Discover the potential of Google Analytics filters

If on the contrary, we want only the data that come from the blog, the filter to apply would be as follows:

 Discover the potential of Google Analytics filters

It is important in both cases to select the option "Starting with", because if you select "that are equal to/blog/", only show us the traffic of the main page of the blog.

Most common Uses of Google Analytics filters

  • Exclude traffic from an IP.
  • In websites with a large number of subdomains, the filters are used to get the data from each subdomain and track.
  • Analyze users of certain countries.
  • Track users who access our website via tablet/mobile
  • Only Reflect Google Adwords traffic, in case we do PPC campaigns

Some Filter Considerations

  • Filters are not retroactive, i.e. they are applied from the moment they are created.
  • To Create a filter you have to have administrator rights to the account.
  • The filters may take up to 24 hours to update the data.
  • Filters can be removed.
  • The order of the filters is important.
  • If we filter by a domain we do not have to use "www."

Next articles, we will try how to create custom filters in Google Analytics.

What did you think of the predefined filters? Have you applied them yet? Tell us!

If you have any questions, we will be happy to help you solve them!

Written by


ANALYTICS · 03/10/2017

Did you like it?

Get a Quote

Joan Buigues

ANALYTICS · 17 / 06 / 2019

Dashboard for Facebook and Instagram: Do you know how to prepare yours?

If you work in digital marketing, you've probably ever needed to have a dashboard for your Facebook and Instagram profiles, with all the data well integrated and with the information you need to make the right decisions.

Joan Buigues

ANALYTICS · 12/09/2018

Google Sheets: 7 formulas to squeeze your data

Google Sheets or Google spreadsheets have become today an essential tool for many companies. And It's that they offer most of the features of traditional spreadsheets with the advantage of being in the cloud. In this way, we can work by teams making changes [...]


ANALYTICS · 22/03/2018

Custom Reports in Google Analytics

Personalized reports help us to concentrate and summarize the data, so that they help us to analyze the data that really interest us. Stop using the reports you find by default, and tell Google Analytics what metrics you need to work with at a glance.

Send this to a friend