If your team’s has a static IP address, this setup ensures that any visits to your website from that IP are not tracked in Google Analytics 4 reports. This helps prevent internal team activity, such as testing or website maintenance, from affecting analytics data and ensures accurate reporting of actual user traffic.

Steps to Exclude Internal Traffic in GA4

Step 1: Define Internal Traffic Using the Static IP

   1. Admin Settings

• Go to Google Analytics 4 Admin Settings, and you will be redirected to the admin panel.

   2. Access Data Streams:

• Under the Data collection and modification column, click on Data Streams.
• Choose the Web Data Stream for your website.

   3. Configure Tag Settings:

• In your Web Data Stream, scroll down and click Configure tag settings.
• Select Show More to open additional options, then choose Define Internal Traffic.

Step 2: Create an Internal Traffic Rule

  1. Create a New Rule

• Click on Create to set up a new rule that will define the traffic from your internal team.
• Enter the following details:
• Rule Name: Name the rule something relevant (e.g., “Internal Traffic”).
• Traffic Type Value: Choose a value such as internal to identify the traffic type.
• Match Type: Select IP Address equals or IP Address starts with depending on whether you want to define an exact match or an IP range for your office network.
• Enter Your Team’s IP Address: Input your team’s fixed IP address (e.g., 223.236.123.112) or the IP range if needed.

  1. IP address equals

      ✅ Filters only the exact IP address entered.

Example: If you enter,192.168.1.8 it will only match this specific IP.

  2. IP address begins with

      ✅ Filters any IP that starts with the entered value.

Example: If you enter,192.168.1 it will match:

• • 192.168.1.8
  • 192.168.1.15
  • 192.168.1.100

  3. IP address ends with

      ✅ Filters any IP that ends with the entered value.

Example: If you enter,.8 it will match:

• • 10.0.0.8
  • 192.168.1.8
  • 172.16.3.8

  4. IP address contains

     ✅ Filters any IP that includes the entered value anywhere.

Example: If you enter,168.1 it will match:

• • 192.168.1.8
  • 168.1.2.3
  • 10.168.1.25

  5. IP address is in range (CIDR notation)

      ✅ Filters a range of IPs using CIDR notation.

Example:

• • 192.168.1.0/24 → Matches 192.168.1.0 to 192.168.1.255
  • 10.0.0.0/16 → Matches 10.0.0.0 to 10.0.255.255

  6. IP address matches regular expression (RegEx)

      ✅ Filters complex IP patterns using RegEx (Regular Expressions).

Example:

• • ^192\.168\.1\.[0-9]+$→ Matches any IP in 192.168.1.X (X = any number).
  • ^10\..*→ Matches any IP starting with 10.

  2. Save the Rule

• After entering the necessary information, click Save to create the internal traffic rule.

Step 3: Activate Your Filter

   1. Go to Data Filters

• Return to the Admin panel in Google Analytics 4. Under the Data collection and modification column, click on Data Filters.

2. Select and Activate the Internal Traffic Filter

• You will see the filter for internal traffic that you just created.
• The filter will be set to Testing by default, which means it will not actively exclude traffic yet.
• To activate the filter, change its status to Activate.

 3. Save the Changes

• Once you’ve activated the filter, click Save.

Once the filter is activated, Google Analytics 4 will automatically exclude traffic from the specified IP addresses, preventing internal team activity from affecting your analytics data.