Google Analytics adds ‘include’ hostname filters for cleaner data

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Google Analytics introduced ‘Include‘ data filters for hostnames on September 21, allowing users to specify approved domains for data collection and enhancing data integrity.

The new functionality marks a significant shift from previous ‘Exclude’-only filters, which required constant manual updates to block unwanted traffic, according to the company.

This update is expected to reduce maintenance efforts for users by allowing them to define a definitive list of legitimate hostnames for data processing.

Google stated that ‘Include’ filters will not be applied to events sent via the Measurement Protocol, ensuring that such data streams remain unaffected and are not inadvertently blocked.

Events that lack a hostname, such as certain gtag.js traffic, will be blocked by the new filters, as these often indicate spam or abnormal activity, the company reported.

Data filters operate only on incoming data from the moment of their activation, and their effects are permanent once applied, Google advised.

Users are encouraged to thoroughly test filters before activating them, as any matching events will not be processed and will be irretrievably lost from Google Analytics and BigQuery.

The application of a data filter can take between 24 and 36 hours to become fully effective, according to Google.

The release note did not specify the exact mechanics of ‘Include’ matching for subdomains or for properties that receive data from multiple hostnames.

As of September 22, Google’s official setup pages for hostname and data filters still described the feature as ‘exclude-only’, indicating a delay in documentation updates.

Source: Search Engine Journal