Masking visitor IPs with IP Anonymization

A full IP address is personal data, precise enough on its own or combined with other signals to identify an individual visitor. IP Anonymization removes the identifying part before your tags ever see it, the same baseline practice Google Analytics offers too.

How it works

IP Anonymization masks visitor IP addresses before they reach your server container. IPv4 has its last octet zeroed — 203.0.113.45 becomes 203.0.113.0 — and IPv6 keeps only its /48 network prefix. Your analytics platforms and any tag reading the request never see a full, individually identifying address, on any hit, for as long as the toggle is on.

Geo-detection still works

Turning this on doesn't break country- or city-level reporting. Data Enrichment — Measurebase's separate feature for adding visitor geo/device headers — resolves location from the real, unmasked address internally, before anonymization is applied to what's actually recorded. You keep accurate X-GEO-Country/X-GEO-City headers and a masked address at the same time; the two operate independently.

IP Anonymization vs IP Filter

Both live on the Advanced Tracking tab and both deal with IP addresses, but they solve different problems:

• IP Anonymization masks part of every visitor's address without excluding anyone — it reduces precision across the board rather than removing specific visitors
• IP Filter excludes a specific, known set of addresses — your office, your agency, your QA environment — from being tracked at all

They're independent toggles and run fine together — mask every visitor's IP for baseline privacy, while still fully excluding the handful of addresses you know are your own team, not real traffic.