Hey folks,

Filtering internal traffic, such as your IP address and those of your colleagues, in GA4 should not be an issue.

Let’s dive in and see how you can exclude internal traffic from your reports.

1. Log in to Google Analytics and navigate to the Admin tab at the bottom left corner.
2. Click on Data Streams to open your settings.
3. Select your data stream and click the arrow on the far right.
4. Scroll down to Configure Tag Settings and select it.
5. Under Settings, click Show More.
6. Click Define Internal Traffic.
7. Create a new rule by clicking Create at the top right corner.
8. Give your rule a name, e.g., “Internal Traffic Defined.”
9. In the Traffic_Type Value tab, enter a unique name, e.g., “my_visits,” and make sure to save it somewhere safe (you’ll need it later).
10. In the IP Addresses tab, select IP Address Equals and enter your IPv6 or IPv4 address. You can find both your IPv6 and IPv4 addresses here.
11. I recommend adding both your IPv6 and IPv4 addresses as conditions.
12. Click Save.

The first part is done! We’ve configured Google Analytics to recognize which IPs should be treated as internal traffic. Now, let’s create a data filter to exclude these IPs from our reports.

1. Navigate to Admin again.
2. Under Data Collection and Modification, select Data Filters.
3. Create a new filter by selecting Create Filter at the top right corner.
4. Select Internal Traffic from the dropdown.
5. Give your data filter a name, e.g., “Data_Filter_Internal_Traffic.”
6. In the Filter Operation section, keep it set to Exclude.
7. In the Filter Events with the Following Parameter Value section, enter the value you used in the data streams operations, e.g., “my_visits.”
8. In the Filter State section, select Active.
9. Save your data filter.

Boom! You are now excluding internal traffic from showing in your reports in GA4.