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Filtering out internal company visits in GA4

Another item you may want to set up in the new Google Analytics 4 is filtering out internal company visits, or at least recording them as such. For large companies this can be quite a significant volume of visits which can distort analyses.

How To Exclude Internal Traffic In Google Analytics 4 on Search Engine Journal really goes into great depth in explaining how to tackle the problem. In short, identifying internal company traffic by IP address is just a starting point. It’s insufficient if many employees work from home, but the article goes on to describe far more complex approaches.

For a simple, IP-address-only approach, Google itself has a support article called [GA4] Filter out internal traffic which might be sufficient for the needs of many businesses.