Google Analytics 4 (GA4) provides a vital source of business intelligence, but you might not realise that it can also easily mislead. By default GA4 tracks all traffic and this means if you and your staff regularly visit your website you could record enough traffic yourself to affect your insights.

There is a solution though and in this 90 Second Knowledge we show you how to set up IP filters to stop GA4 recording website visits that you don't want it to. It's really simple and will mean you can make more informed choices about your digital marketing.

You can find all of the GA4 videos on our YouTube Channel (don't forget to like & subscribe) and they will also be posted to the website on a regular basis. We've kept them short to make them digestible and covered just the essentials you need to get going, we want you to get the most of out the platform rather than bamboozling you with detail.

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