Creating Google Analytics filters in your profile is one of the most important things you do as you set up your GA profile. This powerful feature allows you to include, exclude, search and replace and even build custom filters. But you also have to be careful not to be filtering out traffic you mean to track and analyze. Before we begin, locate the Filter Manager in Google Analytics and click the link to enter the Filter Manager.

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Here is a great Conversion University presentation by Google Analytics Anvangelist Avinash Kaushik given about a year ago. I think both beginners and experienced analytics users with both benefit from viewing his presentation. I also recommend bookmarking Avinash’s blog and picking up his book Web Analytics: An Hour A Day. The guy is a guru of the industry and his insights are extremely valuable.

The presentation really details what to focus on and using analytics not only to review reports but to take marketable action from your findings. Enjoy.