February 23, 2024

Why is it Important to Keep One Unfiltered View When Using Filters With Google?

14. Why is it important to keep one unfiltered view when using filters with google?

Filters are the cornerstone of Google Analytics and allow you to customize data by excluding traffic, transforming data attributes, or applying predefined or custom configurations. However, relying solely on filtered views can lead to misinterpretation and skewed conclusions. Balancing the use of filters with access to unfiltered data ensures accuracy and provides a solid baseline for strategic decision-making.

To create a filter, go to the Admin screen and click the “+Add a new filter” button. You’ll be able to choose from predefined filters and create your own by combining dimensions, metrics, and more. While the most common filters use either the “contains” or “exactly matches” directives, there are more advanced options like regular expressions that allow you to build complex and dynamic search patterns.

There are many reasons you might want to filter your data, from removing internal traffic to focusing on a specific page or aspect of your website. In addition to ensuring your reports are free of skewed and inaccurate data, filters also help you identify unusual trends in your data. For example, Growth Rocket explains that when you filter out bots (web crawlers) from your data, it can improve metrics such as Bounce Rate, Pages per Session and Average Visit Duration.

But remember, once you apply a filter to your data, it is permanent. You can’t undo it, and the data you viewed before you applied the filter is now gone. Luckily, you can test new filters on a separate view before implementing them on an important one to make sure the results are what you expect.

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