Corrupted analytics data can have a major impact on your analyzing, tracking, monitoring and optimizing in marketing. Today we’ll show you a set of filters to remove what internal traffic data.

what is internal traffic

At a first look, internal traffic is pretty self-explanatory and seemingly easily to understand. But Internal traffic (traffic to your website coming from your own Employee’s computers, tablets, smartphones, kiosks, POS stations) can tell a different story than customers, clients, and other web surfers coming to your site.

Common corruption causes include the Employee’s default home page being set to the company’s site, Employee resources being accessed on pages containing analytics code, the sales team using the site while talking with customers or clients, vendors accessing site resources or content, and more. Be cautious of these concerns when reviewing traffic patterns.

cleaning your data

Filtering out employee traffic can vary from account to account, however, let’s dig into some of the most common ways to filter and segment your data as well as a few “detective” ways to help find the harder to get data.

Filter Number One: Internal I.P Addresses

The most common and usually most effective way to remove your employee and internal traffic is to create a filter in your analytics that only removes users with a specific I.P. Address or that fall in a range of I.P. addresses. Two things to note with I.P. filtering: 1) Some analytics are implemented with an “I.P. Anonymizing” tag which means despite the filter, Google won’t recognize employee traffic from regular traffic and 2) Filters in Analytics only work in a forward sense, meaning that they won’t remove whatever you’re filtering from your historical data.

MASSLIVE MEDIA

how to:

  • Go to the Admin section of your analytics account
  • If you haven’t done so, create a new view, with a name like: Internal Traffic Filter
    • Tip: Always have one MASTER View for your analytics that doesn’t have any filters, applying filters is a more permanent way to filter data in Analytics so you should always keep one view unfiltered just in case you accidentally filter out the entire internet… Scared yet? Good.
  • Now that you have your new view click the “Filters” Tab under the view column
  • Click “Add Filter” and name your filter Internal Traffic Filter
  • From the drop down menus choose “Exclude”, “Traffic from the IP Addresses” and “that are equal too”
  • In the box below you’ll want to put in the I.P. of the companies wireless. Go to a site like: http://whatismyipaddress.com/ and copy that number string into the text box in analytics.
    • Tip: Check this site on multiple devices at your work. While some companies have a single I.P. address, others may have a “range” of I.P’s. For those with a range of I.P. Addresses, you can enter all of them at once using a regular expression, walk-through here.
  • Once your I.P(s) are entered you’ve set up your first filter! Keep in mind that 1) Filters only affect data moving forward and will not change historical data 2) Your new view will also not include historical data so the sooner you implement an internal I.P. filter the better.

Filter Number Two: Service Provider

The Service provider filter works great if your internal company’s ISP is Unique, often times it’s the company’s name. This filter is definitely not recommended if you are using a “standard” ISP like: Comcast, AT&T, Etc…

MASSLIVE MEDIA

how to:

  • Go to your reporting tab and click “Add Segment”
  • If you already have a spam filtering segment (which you should) click into that, if not create a new segment with “Internal Traffic Segment” as the name.
  • Click on the “Conditions” tab
  • Go to filter “Sessions” and “Exclude”
  • Click the drop down box and select “Service Provider” and “Exactly Matches”
  • In the box to the right, type the name of the company’s service provider
    • Tip: MAKE SURE that your service provider is unique to your company’s traffic and not a “common” service provider like: Comcast, AT&T, etc…
  • This will now filter out all traffic coming from devices that are coming from the internal service provider.

"Filter” Number Three: Employee Opt-Out

This method is less of a filter and more of a proactive approach to the problem, requiring your employees to download an extension that Opts the user’s browser out of sending data to analytics. While seemingly the best and easiest option, there is bound to be stragglers at your company that forget, don’t want to install, etc… So I treat this as a “first step” so to speak to getting cleaner data.

MASSLIVE MEDIA

how to:

  • Google has provided a great extension for Chrome users and a downloadable for Firefox and Internet Explorer that lets users Opt-Out of sending data to analytics. Essentially the download / extension simply blocks the JavaScript on pages that contain Google Analytics code and stop it from connecting to Google Analytics.
  • This method is great in theory but hard to control, unless you can force / beg / plead with all the employees to use the feature on each browser and device you’re bound to get a fraction of your workforce that doesn’t care, forgets, can’t figure it out etc…
  • This is best used in combination with the other actual filters so you have multiple backup systems in place to keep your data clean

Filter Number Four: Tagging Employees

Similar to the above method but with less work on the employees end and more on yours, we can set a custom dimension to tag all employees when they visit a page on your site. This works great for companies whose employees have a login page, or other resource pages on the site that only employees can access.

MASSLIVE MEDIA

how to:

  • Create or Edit an Employee Login page or page you know can only be accessed by employees
  • Implement your custom dimension after the analytics code snippet on the page but before the pageview tag
  • The dimension should look like this: ga(‘set’, ‘dimension1′, ’employee’);
  • So your full GA section in the source code will look something like the  snippet to the left
  • Go to the Conditions tab
  • Filter “Sessions” “Exclude”
  • In the boxes below choose “Custom Variable” “Contains” and then enter “Employee” in the field
  • Now any user on your site with that “cookie” attached to them will be filtered out of your data.

in conclusion

The above methods should give you multi-level / redundant filtering that should capture all of your employee’s and internal traffic and remove them from your analytics. Unfortunately, it’s not always so easy to implement all these methods, or in some cases they don’t exclude all the right data. That’s really where the Sherlock Holmes hat and pipe come out. If you’re not sure that all the right traffic is being removed start snooping around in analytics and see what you can uncover to support your hypothesis. Maybe you’re seeing thousands of visits a month come from the GEO around your office, take a look at the traffic, how often is it coming to the site? How is it getting to the site? How long are the sessions? In this case if you’re seeing Direct traffic, session frequency of 2,3,4,5+ times a month, and navigating to pages that the rest of your traffic isn’t or spending unusual time on the site chances are it’s internal traffic.

Achieve better data with a few simple steps, and make better marketing decisions because of your new business intelligence.

INDUSTRY INSIGHTS

Blog Posts

5 ways manufacturing companies find new customers with digital marketing


Through working with manufacturing companies, MassLive Media has discovered three main challenges that are causing them to miss out on customers and revenue: Generating website...

5 Alternative Metrics to Improve Performance Tracking


There are many metrics for tracking performance in business, so why do digital marketers tend to only track click-through rates? The answer: clicks are an...

Okay, Google: Find me a Marketing Strategist


Your business wants to employ someone to do digital marketing, so you probably have questions about what skills and knowledge that person should have. At…

OTHER TOPICS

WE'RE HERE TO HELP

Grow Your Business

This is the new MASSLIVE MEDIA GROUP. Our business is making your business smarter. Contact us with any opportunities for us to help YOU.

Manufacturing Recruitment Strategy

Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.

Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing

Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.

Build A Connection By Understanding Your Best Potential Candidates 

Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.

Enhance Your Job Board Presence with Display & Video

Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.

SUCCESS STORIES

Healthcare Recruitment Strategy

A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?

Invest in the Community You Serve

Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.

Showcase Company Culture

Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.

Replenish Talent Pools with New Grads

New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.

SUCCESS STORIES

Education Recruitment Strategy

Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.

Build Your Talent Pool with Year-Round Strategy

Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.

Utilize Your Community As A Recruitment Tool

Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.

Job Fairs Help Build Awareness of Your Institution

Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.

SUCCESS STORIES

Warehouse Recruitment Strategy

Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.

Tout the Benefits That Make You Stand Out

Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.

Get Connected In the Community

Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.

Local Jobs, Local Placements

Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.

SUCCESS STORIES

Trucking Recruitment Strategy

Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.

Address Trucking Industry Myths

Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.

Stay in Touch with Prospects

Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.

Job Boards Are Important

Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.

SUCCESS STORIES

Professional Recruitment Strategy

Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.

Showcase Your Company Culture

Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.

Tailor Communications to Open Positions

Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.

Use Job Boards to Reach Active Job Seekers

Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.

SUCCESS STORIES