This tutorial is focused on the set-up of a Google Analytics account to distinguish internal or external traffic sources to assist with your reporting requirements. We start by obtaining your internal IP address/es and then move onto one of the two objectives:

  1. Blocking internal traffic such that only external traffic data is displayed within reports OR
  2. Compare internal traffic vs external traffic by setting up the necessary views and filters

In each of these topics we will take a look at using Google Analytics views and filters which can be used to drill down to a specific subset of tracked data – in this case subsets data is included or excluded based on traffic source IP addresses. In order to complete the set up of either method you will require your internal IP address.

Finding your internal IP

To separate your internal traffic from external traffic, you will need to know all of your organisation’s internal IP addresses.

To obtain a complete list of all internal IP addresses contact your organisation’s IT department. This could be either a single IP address or multiple IP addresses assigned to different buildings or departments.

If this data is not available, you can determine your own internal address or request the IP address of others via the Google search “What is my IP”. In the case of smaller organisations there is likely to be a single IP address used on all computers accessing the same internet connection.

What is my ip

Blocking internal traffic within Google Analytics

If internal traffic analysis is not relevant to your organisation and never will be, you can block this from all reporting data by excluding internal data from the default Google Analytics view.

While modifying the default view is rather extreme it is useful in the case that internal users website behaviour tends to skew statistics and it's clear that internal statisitcs will never be required. If you must maintain integrity of combined internal and external data, internal data and external data in your reports please see Comparing internal vs external traffic in Google Analytics.

To block internal traffic from all reports:

  1. Sign in to your Google Analytics account
  2. Visit the Admin panel
  3. Select the Account and Property for which you wish to exclude internal traffic
  4. Select Filters under the view All Web Site Data
  5. Select All Web Site Data in View
  6. Select New Filter
    Add new filter
  7. Add Filter name “Exclude Internal Traffic”
    1. Select Predefined filter
    2. Select Exclude
    3. Select ‘Exclude’ ‘traffic from the IP address’ ‘that are equal to’
    4. Enter your internal IP address
  8. Save

Note: In the case where you would like to block multiple IP addresses simply repeat this process. Advanced users may utilise regular expressions to speed up the process within the Custom filter option.
Visit Custom Filter -> Filter Help: Exclude > IP Address on the Add Filter to View page to implement.

And that’s it! The data from the saved IP address will now be excluded from the view All Web Site Data.

This filter will now be applied to future data. Existing data or reports will not be affected.

Comparing internal vs external traffic in Google Analytics

Where it is important to understand the behaviour of external, internal and all users across reports it's important to maintain the integrity of the All Website Data view. To do this we will create brand new views specifically for your internal and external traffic.

By the end of this tutorial you will have the following views available for reporting:

  • All Web Site Data – Default view created by Google Analytics which includes internal and external traffic
  • Internal – New view created by including only traffic from internal IPs
  • External – New view created by excluding internal traffic

Set up an external traffic view

  1. Create new view: External
  2. Select External from View
  3. Select Filters
  4. Select New Filter
  5. Select Create new Filter
    1. Provide Filter Name “Exclude Internal Traffic”
    2. Select Predefined Filter
    3. Select ‘Exclude’ ‘traffic from the IP address’ ‘that are equal to’
    4. Enter your internal IP address
  6. Save

Set up an internal traffic view

This follows a similar process as the External View. To implement the Internal View there are a few changes to the required filter set up.

  1. Create new view: Internal
  2. Select Internal from View
  3. Select Filters
  4. Select New Filter
  5. Select Create New Filter
    1. Provide Filter Name “Include only Internal Traffic”
    2. Select Predefined Filter
    3. Select ‘Include only’ ‘traffic from the IP address’ ‘that are equal to’
    4. Enter your internal IP address
  6. Save

Reporting on internal & external traffic

With Internal and External views now set up, you can switch between All Web Site Data and Internal and External views as needed to make the most of your reporting.

Visit the Google Analytics Home tab to get an overview and access to each view, alternatively jump straight to your View from the Accounts selection drop down.


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