Comparing Internal and External Visitors in Google Analytics

Recently, I got this question about tracking internal and external traffic using Google Analytics based on my post “How to Exclude Internal Visits/Visitors from Google Analytics Reports Using Asynchronous Code“.

Do you know how to filter internal and external visitors so you can compare the two visits? I don’t want to exclude the internal visits from being counted in GA. But, I do want to compare the number of internal vs external visits to pages. Is that possible? I’ve ready a bunch of articles on using filters for excluding internal visits. But haven’t found anything on how to separate the two in a comparison report. I’d like to have a simple report like the Visits that compare with New Visits metric.

The best way to do this is to create separate Google Analytics profiles.

When you use Google Analytics to track traffic on a website,… you should always have one profile that is “RAW” or UNFILTERED. There are a number of reasons for this, but let’s take that as a given for now.

By default, any profile you create will be unfiltered. If you plan to add filters to a profile, just be sure to create a new one first and name it something like RAW or UNFILTERED, and then just leave it alone.

Now you can create new profiles that filter different things like internal traffic/visitors or external traffic/visitors. You can create as many profiles as you want.

In Google Analytics, click on the Admin button. Find the Profiles tab. Click on that if it’s not active. Click on the New Profile button and create your first new profile, called “(website name) UNFILTERED”.

Exclude Traffic with Google Analytics Filter on a Specific Profile

Exclude Traffic with Google Analytics Filter on a Specific Profile

Now create another new profile. Name it whatever you like, “(website name) EXTERNAL” or just “(website name)”. Next you can apply the “no_report” filter as discussed in the post above, or you can apply a new filter for a specific IP address, your own IP address, say. (To find your IP address, just do a Google search for “what is my ip”.) These will filter out internal visits to your site.

Use a Filter to Include only Internal Traffic in a Google Analytics Profile

Use a Filter to Include only Internal Traffic in a Separate Google Analytics Profile

To see only internal visits to your site so that you can compare the two (external vs. internal), create a third new profile. Now add a filter to this profile, and select “include” instead of “exclude”. Then set the filter to include only traffic from your IP address.

Note that you can use a range of IP addresses for your filter, not just one address.

Now you can select each profile in the dropdown menu under the main Google Analytics profile for your website, and you can generate reports for whatever criteria you want to compare: overall traffic, landing pages, search engines, referring pages, you name it!

Select a Google Analytics Profile from the Dropdown Menu

Select a Google Analytics Profile from the Dropdown Menu

Comments: 0

Currently there are no comments related to this article. You have a special honor to be the first commenter. Thanks!

Leave a Comment