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 analytics data, providing a more accurate view of genuine customer behaviour.
As of December 2025, GA4’s internal traffic feature allows you to define internal traffic based on IP addresses, or by using Google Signals if you’ve enabled that data collection. You create an ‘Internal Traffic’ definition within the Admin section of GA4, specifying the IP addresses or ranges to exclude. GA4 now includes the ability to automatically detect and exclude traffic from common public Wi-Fi networks used by businesses, which is particularly useful for Australian SMEs with staff working remotely or from co-working spaces. Data residency requirements for Australian businesses are met as GA4 processes data in compliance with Australian privacy regulations. In 2026, Google has announced enhancements to the IP address management interface, allowing for bulk uploads and more granular control. Currently, there’s no direct cost for using the internal traffic filtering feature within GA4 itself, but costs may apply if utilising Google Signals due to data thresholds.
Essentially, GA4 identifies and excludes website visits matching your defined internal traffic criteria, ensuring your reported analytics reflect external user activity.
