Google Analytics Filters

Not a lot of people know about Google Analytics Filters. These filters are available in the account profiles and let you exclude or modify data.

Filter

Here are a few example where it can be interesting to use filters:

  • To exclude traffic coming from employees of the company, by filtering some IP addresses.
  • To convert uppercases into lowercases, so that Google Analytics does nots differentiate between to pages with different cases. Example: products.html and Products.html
  • To only give access to some of the data to a specific user. As an example, you could create a profile that only shows stats coming from Google Adwords to the consultant/agency that is managing your Adwords account.
  • To modify the web addresses on your reports, so that these reports do not contain thousands of different web addresses, for pages that are in fact the same. As an example, if you use variables in your addresses, you might want to ignore them (to convert, let’s say, “www.example.com/message/token12345″ into “www.example.com/message “.

Be Careful! Filters do modify the data itself, so changes applied using filters are permanently done to the profile. If mistakes are made when setting these filters, removing them will later not bring back to data to its initial state. It is very important then to be very careful when setting filters. What is recommended then is to create a Master Profile, when no filters are applied, thus containing only the raw data. You will then always be able to refer to this Master profile in case of a problem.

Also note that goals are also set in the Google Analytics Profiles. You then have to make sure that the necessary goals are also created in your other profiles where they are needed.

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