Essential Google Analytics Filters

July 22, 2014 Timothy Online Presence

The Arkansas SBTDC has long recommended small businesses take advantage of Google Analytics for monitoring their websites. While most websites have installed the HTML tracking fragment, fewer have gone further to configure Google Analytics to their business model. One of the best and easiest configurations is to set up simple filters to improve the quality of the data being analyzed.

Key filters for most businesses include:

Excluding staff visits – One or more exclude filters can be set up to exclude counting any visits by employees and staff to the business website. This ensures the numbers you are monitoring accurately reflect visits by customers and leads.

Converting data to lowercase – Often due to various human and non-human interventions, Web page addresses can become a jumble of uppercase, lowercase and mixed case addresses. Often the same page will appear multiple times in a report with different numbers. This is due to Google Analytics being case sensitive, so HOME.HTML and home.html are considered two distinct pages. An easy fix is to set up a lowercase filter to convert all your directory and page names to lower case. If you use Google Analytics campaign features, you should also setup a lowercase filter for your campaign variables as well.

Here’s a well-made third-party video explaining how to set up the above Google Analytics filters plus three more useful filters:

Source: How to Set Up: 5 Essential Google Analytics Filters.


About Timothy Lee

Tim, the Arkansas Small Business and Technology Development Center's webmaster and technical training specialist, has been with ASBTDC since 1995. He retired from the U.S. Air Force with the rank of master sergeant. He's a bit gung-ho, turns cat food cans into cook stoves, and keeps packing ASBTDC equipment for rapid worldwide deployment, but he's your "go to" guy for technical solutions and full-scale disasters.

Google Analytics, online marketing, online presence, small business,

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