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Happy Saturday and Shabbat Shalom, y’all!

This morning I’m hanging out with my doggo and analyzing my website data, like ya do.

As some of you know, I “launched” this website with a quickness five months ago when I was laid-off and wanted a base for my freelance SEO biz. The site I had built for my graphic design side hustle wasn’t going to cut it.

Sometimes when I make big things happen quickly, little details slip through. That’s exactly what happened with my Google Analytics, and I’m writing this so you can learn from my mistake.

Today I’ll walk you through how to set up a filter in Google Analytics that will exclude your internal traffic.

Internal traffic refers to visits to your website from people within your business. When you post a new blog and load it up yourself to check on the formatting, that’s internal traffic. If you get a lot of internal traffic, Analytics thinks that your site is getting a lot of visitors. “Great,” you might think. “Lots of visits is a good thing, right?”

Well, it’s great if if you’re measuring properly.

Say you have a brick and mortar store, and you want to know how many people walk out without buying anything. So you count the number of people who are in the store, and the number of sales you make. There are 20 people in your store, but only 10 sales. The data tells you that half of all people who come into your store don’t buy anything.

But what if you only count the customers in your store, not the employees? Filter out the 4 employees who were in the store, and you have 10 sales between 16 customers. 10 out of 16 people do buy something. Different story.

If you count your internal traffic as traffic, this affects the rest of your data, like conversions and bounce rate. You want your conversions to be accurate so you can set future goals based on accurate data. Bounce rate affects how the search engine ranks your site.

Filter out your internal traffic, and your data will be more accurate. Here’s how:

From your Analytics account, go to Admin (the gear icon at the bottom left).

Under View, select Filter

google analytics view filter

Click Add Filter

Google anticipated that most site owners would want to filter out their internal traffic, so this is a Predefined filter

exclude internal traffic

Name the filter “Exclude internal traffic,” or something else that you and your team will understand. Using the dropdown menus, select “Exclude” “traffic from the IP addresses” “that are equal to” your IP address. To find your IP address, simply search “What’s my IP address?” in Google. Google will tell you your IP address, so just copy and paste it under IP address.

Finally, save the filter by hitting “Save” below.

If you haven’t applied any filters in Analytics, start with this one. It will make your data more accurate as you grow and scale!