How to Exclude Internal IP Traffic in GA4 (Step-by-Step Guide)
Essential GA4 default settings to keep your analytics clean and accurate
1. Why You Should Exclude Internal IP in GA4
Before you collect real traffic data, you must exclude your own visits.
Otherwise your GA4 charts will show fake spikes, especially when your blog is new.
Internal traffic exclusion ensures:
- Accurate real-user data
- Clean engagement & session metrics
- More reliable SEO decision-making
- Correct AdSense optimization
2. Go to the GA4 Admin Panel
Open Admin → Property Settings → Data Streams
3. Select Your Web Data Stream
Click the arrow on the right side next to your domain.
4. Open Google Tag Configuration
Scroll to Google Tag → Configure Tag.
Scroll down and click Show More → Configure Internal Traffic.
6. Create a New Internal Traffic Rule
Click Create.
Then fill out:
- Rule name: office IP
- traffic_type value: internal
- Match condition: IP address equals
- Value: Your actual IP address (“Find out my IP address” Button Usage)
7. Confirm Internal Traffic Rule Saved
You should now see your rule listed.
8. Apply Data Filter in GA4
Go to: Admin → Data Settings → Data Filters
Select the filter Internal Traffic → Edit.
Choose:
- Filter State: Active (Previously “Testing” but now enabling real filtering)
Click Activate Filter → Confirm.
Now GA4 will permanently exclude internal IP traffic.
9. Verify the Filter and Switch It to “Active”
Before activating the filter, check the GA4 Realtime report once.
If you see 1 active user from your own region, your GA4 tag installation is working correctly. This confirms that your internal IP is successfully excluded from all GA4 data collection.
Now go back to Admin → Data Settings → Data Filters, open your filter, and switch the filter status from Testing to Active.
Once the filter is active, your own visits will no longer appear in the Realtime report.
Next Step
➡️ Next Tutorial: GA4 Default Settings – Time Zone, Data Retention, and Search Console Linking (Coming soon)
