How to filter internal and developer traffic in GA4?

How to filter internal and developer traffic in GA4?

Google Analytics 4 (GA4) is a powerful tool that helps you gain valuable insights into user behavior, conversion rates, and more. However, to truly harness the power of GA4 and make data-driven decisions, it’s essential to filter out two specific types of traffic: internal and developer traffic.


In this comprehensive guide, we’ll walk you through the steps to filter both internal and developer traffic in GA4. By the end, you’ll know how to fine-tune your analytics, providing a more accurate screenshot  of your website’s performance and user engagement. 


Let’s dive in!

What is Internal and Developer Traffic in GA4?

Internal traffic refers to the web activity from people related to your organization, like your employees, suppliers, and website developers. It’s essential to differentiate them from your actual target audience because these internal users don’t represent your typical website visitors. Therefore, you should leave their data out when tracking your website.


This internal traffic can mess up the metrics used to measure your website’s performance and user engagement. To get accurate reports, it’s crucial to use filters that remove this internal data, giving you a clearer view of how your real audience interacts with your site. You can do this with the Internal traffic filter in GA4. Applying it helps you make better decisions and improve the user experience to achieve your online goals.


You can also use the Developer traffic data filter. This tool helps you separate data generated by developers when they test your website or app. By using these filters to exclude developer traffic, you won’t see that data in your real-time reports. However, you can still find it in the DebugView report and check your setup using the Google Analytics Debugger Chrome extension.

Excluding Internal Data in GA4

To exclude internal traffic from your GA4 property reporting, follow these steps:

  1. Go to your GA4 property.
  2. Click “Admin” at the bottom left. 

admin button in GA4

  1. Under the “Property” column, choose “Data Streams.” 


data streams in GA4

  1. Pick the data stream from which you want to exclude internal traffic. 

data streams settings

  1. Scroll down and click “Configure tag settings” under “Google tag.” 

configure tag settings

  1. Continue scrolling and click “Show more..” 

configure tag settings more options

  1. Scroll down and select “Define internal traffic.” 

define internal traffic

  1. Click “Create.”
  2. Name your filter “Internal Traffic” in the “Rule Name” box. 

rule name and traffic type value in GA4

  1. Keep “traffic_type value” as “internal” unless you use a different identifier for internal traffic.

Next, the following step depends on the “traffic_type” value you set in the data filter settings.

  1. Choose from the following options under “Match Type”:
  • IP address equals (matches one IP address).
  • IP address begins with (matches IPs starting with a specific input).
  • IP address ends with (matches IPs ending with a specific input).
  • IP address contains (matches IPs having a specific input).
  • IP address in range (matches a range of IP addresses).

IP addresses in GA4

To set multiple conditions for identifying internal IP addresses, click “Add condition.” 

add condition in GA4

These conditions use logical OR.

12: Enter the IP address to exclude from internal traffic.

IP addresses value

If you don’t know your IP address but want to exclude all device traffic, click “What’s my IP address” (screenshot ). You’ll see your IP address in a new browser tab.

Whats my ip address


box with IP address

14: Click “Create” to make your internal traffic filter.

Activating and Deactivating Filters

Once you’ve set up your IP filters in Google Analytics 4, it’s time to activate them.

  1. Navigate to the Admin section of your GA4 account and select “Data Settings” followed by “Data Filters.”

data filters GA4

  1. Choose the “Internal traffic” data filter and scroll to the “Filter state” section.
  2. Click on “Active” and save your changes. 

filter state in GA4

  1. Then click on “Activate filter.” This turns on the filter and excludes internal traffic from your website analytics.

Should you need to pause the filter, the process is similar.

  1. Head back to the Admin section, then “Data Settings” in the Property column, then the “Data Filters” section.
  2. Select your filter on the three dots menu, and click “Deactivate filter.”

deactivate filter

Remember to save your changes. The current status of your filter should now show “Inactive.” 


Excluding Developer Traffic in GA4

You can hide internal developers’ debug mode activity in your reports, allowing them to troubleshoot with DebugView without their actions appearing in your reports. To create, edit, and delete filters, you must have the Editor role at the property level.


To create a data filter in Google Analytics, follow these steps:


  1. Go to Admin in Google Analytics.
  2. Ensure you are in the correct account and property.
  3. In the Property column, click Data Settings > Data Filters.
  4. Click on the “Create Filter” button.
  5. Select “Developer Traffic” as the filter type.
  6. Provide a unique name for the data filter that meets the following criteria:
  • It starts with a Unicode letter;
  • Contains only Unicode letters and numbers, underscores, and spaces;
  • It is no longer than 40 characters.
  1. Click “Exclude”
  2. Decide on the filter state:
  • Testing: Analytics marks matching data with the Test data filter name dimension.
  • Active: Analytics applies the data filter to incoming data, making permanent changes.
  • Inactive: Analytics does not evaluate the filter.

Data that matches a test data filter is categorized under the Test data filter name dimension with the filter name as its value. This data is accessible across GA4, allowing you to verify your data filters before activating them.


  1. Finally, click the “Create” button to complete the process.

screenshot of creating filter state

Simplify GA4 with Play Media’s Expertise

Exploring the ins and outs of Google Analytics 4 can be a journey, and we’re here to guide you every step of the way. If you’re looking for personalized assistance or have questions about GA4, don’t hesitate to contact our team. 


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Mladen Maksic CEO
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