You filter out your own visits in Google Analytics 4 (GA4) using internal traffic definitions, which identify visits originating from your business’s IP addresses or specific IP ranges. This prevents your own website activity from skewing your data and provides a more accurate representation of genuine customer behaviour.
As of December 2025, GA4’s internal traffic feature allows you to define internal traffic based on IPv4 addresses and IPv6 addresses. You create these definitions within the Admin section of your GA4 property, under ‘Data Settings’ then ‘Data Filters’. Each definition requires a name and the IP address or range (using CIDR notation). GA4 automatically applies these filters to historical and future data. Currently, GA4 allows for up to 100 internal traffic definitions per property. Australian businesses should be aware that dynamic IP addresses assigned by ISPs may require regular updates to these definitions to maintain accuracy. GA4 now includes a debug mode which can help confirm filters are working as expected. In 2026, Google has announced plans to integrate more granular user identification options within internal traffic definitions, potentially including authenticated user IDs, but this is not yet available.
Essentially, GA4 identifies and excludes website visits matching your defined internal traffic rules, ensuring your analytics reflect external user activity.
