The main objective of Google Analytics is to track external customers and how they interact with your website.
However by default Google Analytics report contain hit data from both internal and external users of your website which gives misleading info to the site owner.
So it makes sense to remove internal traffic from your Google Analytics traffic report otherwise your user data will be artificially inflated by internal use.
Note: Before you proceed further it better to set up additional profile such as TEST VIEW within GA account so at least one profile with unfiltered data is maintained.
How Google Analytics stores information about your site visitors
Google Analytics report cannot tell personal information about a visitor however it does record their public IP address. Each IP address on the internet is unique which identifies visitor’s internal network that connects their computers or smart phones etc. to the internet.
So to filter or exclude internal traffic from Google Analytics report first you need to find out the static IP addresses of your organisation or your computer if you are a small business person. Easiest way is to simply type into Google search what is my IP address and it will show as below
How to exclude a single IP address in Google Analytics
Log in Google Analytics account and click > Admin link
Click on Filters
Click the NEW FILTER button.
Give the filter a name, for example “Block Internal Traffic”
Filter Type [Exclude] and [traffic from the IP addresses] and [that are equal to].
Enter your IP address in the boxe as displayed below and Click the blue Save button, that’s it
Another method to filter or exclude internal traffic from Google Analytics is :
Google Analytics Opt-Out Browser Plugin
This browser add-on is also easy to implement. Simply download the Google Analytics Opt-out Browser Add-on. User to your website in your company or office that download this add-on will no longer be able to send visitor data to your Google Analytics.
Tip : Make sure that you install the opt-out add-on to all browsers and computers that can get you to your company website. Don’t forget you have this add-on enabled!
Further read: Why you are reading wrong Google Analytics Data