Filters can exclude data, include data, or change how the data looks. Filters help you transform the data so it's better aligned with your business' needs. Data you want to view should come from your customers and your potential customers, not your employees. By creating a filter, you can exclude traffic from your internal employees.
Filters can also be used to clean up the data. For example, sometimes a website will choose the same page regardless of the case of the url, uppercase, lowercase, or mixed case. Since Google Analytics treats data as case sensitive this can result in the same page showing up multiple times based on the case in your report. To prevent this separation, set up a lower case filter for all urls (lower, upper, mixed) to force all urls to a single case.
There are three parts to a filter, a condition, a field, and an action. Filters are divided into two categories: predefined filters and custom filters. Predefined filters are templates for some of the most common filters. Custom filters let you customize to fit any unique situation.
Filters are applied in the order they appear in your configuration settings.
Filter order matters. Once you have created a filter it is added to your
filter library, and can be reused. Remember to try any new filters on your test view first. This helps prevent mistakes and ensures that you understand the effects of the filter before adding it to your master view.
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