Thursday, February 29, 2024

How to exclude traffic from Google Analytics

With previous versions of Google Analytics (ga.js) you could simply add a utm_nooverride=1 parameter to a redirect URL to retain the source data from the first referral instead of attributing conversion to the last redirect. If you are trying to exclude online payments / checkout data from Google Analytics: This doesn't work with redirects to banks as this parameter is not passed along, so the issuer will be seen as the referrer.

In the most recent version of Google Analytics library at the time of writing (analytics.js), the utm_nooverride=1 parameter is not a recommended (and perhaps unworkable) solution (as noted in this blog here). The recommended solution in Universal Analytics is to add the domains to the referral exclusions list. From Google's own documentation:

 

The referral exclusion list uses CONTAINS matching. For example, if you enter example.com, then traffic from sales.example.com is also excluded (because the domain name contains example.com).

 

When you are adding domains to your exclusions list, you can add the bank url base domain. By adding the base domain, you can exclude subdomains of redirect referral URLs (and 3DS redirect URLs for payments). Please note, this solution does require some upfront manual work, but will exclude these redirects as referrals in the future.


There also seems to be some advanced workarounds using cross-domain tracking, which you can find in Google's own documentation. 


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