Set up Google Analytics Filters to improve web site tracking

Oct 16, 2017

Want to make your Google Analytics data better? Stop what you're doing and take a moment to check your filters. Unlike like your car or your appliances at home, these filters won't get dirty but they might be out of date.  A good first step is to make sure you have the 3 recommended views: 

  1. Raw/Unfiltered - Nothing applied to this view means that all data that is sent to this account gets through. If anything goes wrong you can use this account to troubleshoot.
  2. Test - Create your filters here before you apply them to master or to other views you may want to create. Let the filters run for a day so that you can see the full impact before you move them to your master view. This view should be almost the same as master except that you'll apply a new filter here first to make sure it works as intended before adding it to master.
  3. Master - There are lots of things you can do here but you'll want to be careful because one wrong move and you'll lose data forever.  There are two things you want to do here for sure: Filter out internal traffic by applying an exclusion on your office IP. Exclude your test domains/sites. You can also add an advanced filter to clean up your campaign names by making them all lowercase. If you have multiple domains you may even want to prepend the hostname to the URI field to get a full URL in your pages reports. Whatever you decide to do here, be sure to test any filter for at least a day before you apply it to this view.

There are lots of additional views that you can create once you've got the hang of it. Try creating a mobile only view or create separate views of different site verticals so that different teams can get access to tailored reports, dashboards and data. You can create up to 50 views on your account so have fun! Here's how to create a view.

For step by step instructions on how to create and apply filters to views got to our support center.