Analyzing web analytics using segments is the best way to understand it. Google Analytics offers custom variables, profile filters, and advanced segments among the most powerful ways to segment data. In the following article, Oliver King, the Semalt Customer Success Manager, is going to discuss profile filters.
It is a long-term segmentation strategy, and one cannot change or delete it. Experts advise users to have a raw data profile, which they can use for backup if things go wrong with the process. The Google Analytics Change History helps track the changes made to the profile filters. Profile filters now apply to real-time reports, which is necessary for testing new filters. Watch the results of the new profile and correct any mistakes in real time.
Ten useful Google Analytics Profile Filters
1. Include IP Address
It is among the best ways to test goal achievement. If one works for a large company, there is a chance that there might be other people on the same address. Under the Google Analytics filters tab, create a new one, give it a name, and check the box with the predefined filter. Choose to include traffic exclusively from the following IP addresses that match the criteria of your current IP.
2. Exclude IP Address
It is also important to set up profiles which exclude internal traffic generated by the company and known third parties. The reason for this is that these visitors have abnormal page views and behavior which is different from that of the “typical” visitor for which the site owners optimize their site. Under the Filter information, select a custom filter, and check the Exclude checkbox. The filter field should read IP address, and then proceed to insert the filter pattern. No case sensitivity for this filter. You can filter out a range of addresses using the IP address range tool.
3. Include/Exclude Specific Campaign
If you are running a large CPC campaign and do not wish one of the agencies you work with to have access to this information, the filter can help to exclude the CPC data from their profile. Under the same filter information, give the filter a new name like “exclude CPC visitors” and assign it a custom filter label. Check the Exclude box and select “Campaign Medium” in the filter field. The filter pattern is CPC, and it is not case sensitive.
4. Lowercase on Campaign Attributes
The larger a company is, the higher the number of campaign tagging processes. First of all, it is important to adhere to the strict guidelines as to how one should name their campaign. To overcome this problem, add five lowercase filters on the UTM campaign parameters. These include the campaign medium, source, content, term, and name. Select a new name such as “Lowercase on Campaign Attributes.” Under the custom filter field, choose “lower case,” and enter “Campaign Medium” as the filter field. It helps clean up data for easier analysis in Google Analytics since it standardizes all medium registrations.
5. Lowercase on Request URI
URLs can take both lowercase and uppercase characters resulting in the web server not performing a redirect. Two similar pages, with different characterization, may record as two separate views despite leading back to the same content such as /about-Us/ and /about-us/. To correct this problem, create a new filter and give a name “Lowercase on Request URI.” It is a custom filter with the lowercase box checked. The filter field should read “Request URI.’
6. Attach Hostname to Request URI
If Google runs on a multidomain implementation and all data for the two domains collects in one profile, distinguishing between the two names may not be as easy. Adding a secondary dimension or a hostname should help solve the problem. Give the filter a name such as “Attach Hostname to Request URI” and make it custom. Check the “Advanced” checkbox. The Field A to Extract A should be the Hostname, while Field B to Extract B should be “Request URI.” The “Output To” – Constructor should also be “Request URI.” All fields are required apart from Field B, and should not be case sensitive.
7. Include Specific Region(s)
There are times when one runs an internationally appealing website and might need to filter out certain regions. Use the following filter: Create the new custom filter and call it, say “Include Ne| Be|Ger” and choose to include. The filter field should be “Country” and filter pattern “Netherlands|Belgium|Germany” and should not be case sensitive.
8. Include Only Mobile Visitors
Companies should use this if they want to take a closer look at the performance of the mobile visitor segment. A suggested filter name is “Include Mobile” and should be a custom filter. Check the include box and select “Mobile?” in the filter field. Select “Yes” in the filter pattern and “no” on case sensitivity.
9. Include Only Traffic to Specific Subdirectory
If a company website includes a blog section and has content writers that add posts to it, there are several reasons why to limit their access to the directory would be convenient. To handle this, create a pre-defined filter with the “Include Blog Traffic” name. Include only the traffic to the subdirectories which begin with “/blog/ as the subdirectory. It should not be case sensitive.
10. Include Only Traffic to Specific Subdirectory
It helps prevent other people from taking the Google Analytics profile number and placing it in other domains. It also filters out a staging or test domains with a running GA profile number. Name the new custom filter “Include Example Domain” and select include. It should have a “Hostname” filter field and “exampledomain\.com” as the filter pattern. It is not case sensitive.
11. Bonus: Exclude All Query Parameters
It would also be important to filter out technical query parameters if the current website has a lot of them. It reduces the number of pages showing up in GA, thus giving it more meaning. Use “Exclude All Query Parameters” as the name for the custom filter. Check the “Advanced” checkbox. The Field A to Extract A should be Request URI, and leave Field B to Extract B blank. The “Output To” – Constructor should also be “Request URI.” All fields are required apart from Field B, and should not be case sensitive.
Assigning a Filter Order
The implementation of Google Analytics filters is in the way the user added them. It is possible to alter them in the profile settings in the administrator dashboard