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6. Filters

Chapter 6. Filters

There is no Google Analytics concept that is more important but less understood than filters. Functionally, filters are business rules. You add them to a profile when you have a business need to modify the data in a profile. For example, it is very common to exclude website traffic generated by internal employees. This data can skew the data generated by actual customers, thus causing incorrect analysis.

You can apply multiple filters to a profile to create data that meets your needs and the needs of your organization.

The key to understanding filters is understanding how Google Analytics structures website data. I discussed this earlier in Chapter 3; if you have not read that chapter, please do so.


  

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