Are You Using Filters To Keep Your Analytics Data Honest?

Data is a fickle friend. It is only as reliable as the setup you have and the effort you put into understanding the numbers. There are so many variables that can kill your data, and fixing the things that are broken is always a process of elimination.

I can tell you that most skewed data is generally caused by two things 1) incorrectly installed scripts, or 2) the site owners themselves.

You and your coworkers and employees are the one that visits your site most often. Your marketing team and webmaster are probably a close second and third. Do those visits really represent honest traffic to your site, with an intent to buy, sign up or convert? No, not really.

In my experience with lodging and hospitality websites, many reservation agents either book phone call stays through the website, or ask potential guests to navigate a site with them.

Marketing Managers navigate through the site on an hourly basis. CEOs, should you be measuring your internal clicks on your site? No, of course you shouldn’t be!

There is an easy way to fix this, but I bet a those that have actually taken this step are in the minority. You’d be surprised how many companies miss this simple step.

What Are Common Causes Of Flawed Data?

There are many actions that skew data. Aside from the employee traffic, here are a few more examples:

  • Do you have an IT policy that company wide, your browser homepage needs to be your website homepage? I’ve visited a few corporate offices that have this set up. Every visit, pageview, exit or bounce from this page is skewing your data.
  • Do your office or complex guests access the Internet via a wireless connection that redirects them to your website automatically? These visits are from people who are most likely not going to buy from you, at that time, they’re probably already on site and looking to check email or post to Facebook.

I’ll show you how to make your data honest, and get an idea of how much impact your team’s visits have on your own website in the process.

First you need to do some discovery and figure out which visitors are accessing your site and creating visits you don’t want to track. Here are some more examples in addition to those mentioned above:

  • Employees in your office
  • Employees from home or home offices
  • Webmaster from their office and/or home
  • Contractors who write or create collateral for you from their offices or home offices

Now that you know who the offenders are, you need to find out their IP addresses. Ask each person above to please provide the IP address from their in office and home office computers.

It’s easy to find by having everyone access the site from their computers in each location. Your IT department or manager can give you a list of IPs your in-house computers use to access the Internet.

Once we’ve collected the IP addresses, we can login to your Google Analytics and start adding filters. I’m assuming everyone is looking at the New Version of Google analytics for these steps.

Once you login to your GA account, move all the way over to the left of the orange bar along the top and click on the gear icon.


Choose the correct profile, then click on the “Filters” tab


Within the Filters tab, click the “+New Filter” button.  This is where you’re going to enter the details you’ve collected during your diligence above.

Now, there are quite a few ways to exclude or include data here. The simplest way is excluding by IP address. You can also see there are ways to set up profiles that only include data from certain referrers, or data from subdirectories on the site.

You’d use this in a separate profile that only tracked that data, that’s a discussion for another time. For today’s exercise, we’re going to exclude traffic by IP address.


Make sure you name each filter something descriptive.

“In Office IP” or “Bob’s at home IP” you want it to be easy to make changes in the future if someone changes their ISP or is no longer employed by the company. Fill in the information and save each filter. Every IP address needs a different filter, so this could take some time to set up, but you’ll see a difference when you’re looking at honest data when you’re done.

The next thing I’d do is add an annotation to your data graph to remind anyone who looks at the data that employee & contractor IPs were removed on a specific date. This is really easy,  a few clicks from the analytics homepage and you’re done.

Underneath the graph on your “My Site” Tab in the orange bar, click the down arrow.


Click “Create new annotation”


Then enter the date, your note, and click save


You can now see the annotation in the graphic, and you can see how excluding the IP address affected all of your data.


Many believe that setting up analytics is a matter of signing up for an account, and installing some scripts. It’s really more involved than that. There are many things that might look minor on the surface, but have a big impact on the way your data is collected and viewed.

Make sure your analytics is set up correctly, in the long run, you can save yourself time and mistakes. The truth is, dishonest data can lead to bad decisions, and in a competitive online marketplace, we can’t afford too many of those mistakes.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Beginner | Channel: Analytics | Google: Analytics | How To | How To: Analytics | Search & Analytics


About The Author: is the co-founder of Ignitor Digital, along with long-time colleague Mary Bowling. At Ignitor, Carrie tackles tough technical SEO roadblocks many small business owners don't even know they have. Her experience with analytics and troubleshooting helps her get to the root of issues. When not working, Carrie loves to cook for friends and family, hang out with her pretty awesome kids, and read books that have little-to-no educational value! You can also follow Carrie on twitter, @carriehill.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


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  • Carrie Hill

    My Friend Mike Belasco (@belasco on Twitter) shared this great tool with me: – it can help you determine if your Google Analytics installation is right.

    There will probably be a column about this in the future, but feel free to check it out and let me know what you think here!

  • H.P.

    Our site does a lookup before running the analytics scripts. This negates the need to use filters. On a downside we can’t see internal website use, but for us that’s not an issue.

  • Carrie Hill

    @H.P…..does that seem to slow your site down? We find that analytic scrips alone can ding our page speed just a bit (necessary but it can slow things down a tad), i would think that a lookup BEFORE the script could slow them down further….

    Do you see yourpage speeds in a healthy range compared to your competition?

  • Randall

    While I completely agree you need to filter out people as noted above, I’m less certain that IP filtering is sufficient.

    Assuming your company offices has a static IP address, you are probably covered for that. But for people with dynamic IP addresses (and that includes almost everyone who work or access from home and some at an office), their IP address can change, sometimes without them realizing it. For example, if you have a power outage or brownout, your DSL modem my reset and obtain a new IP.

    And what about smartphones? Or people accessing while traveling?

    A good additional practice is to ALSO set up cookie-based filtering, and a special page on your site that employees, vendors, etc. can visit to set their no-count cookie. Then they are excluded whenever they visit from that browser.

    This cookie approach is not perfect either, since people can delete cookies or add new browsers. But if set up the page in advance, and tell them to visit it with all their browsers at the same time they are finding their IP addresses, you’ll get pretty good coverage.

    And then a reminder every 6-12 months to check both their IP address and revisit the no-count cookie page, will help keep the filtering working.


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