Excluding your own traffic with IP Filter
Office visits, agency spot-checks and QA runs all hit your site like any other visitor — and all of them quietly inflate your traffic, skew conversion rates, and muddy funnel data. IP Filter keeps a fixed list of addresses out of your analytics entirely, so the numbers you look at only reflect real visitors.
What IP Filter does
IP Filter, found under each domain's Advanced Tracking tab, blocks requests from the IP addresses or ranges you list before they ever reach your server container. A blocked visitor's tracking calls quietly no-op — no error, no broken page, same as if an ad blocker had caught them. Nothing about their browsing experience changes; they simply stop showing up in your data.
Setting it up
- Open IP Filter under your domain's Advanced Tracking tab and turn it on.
- List the addresses to block, one per line (commas also work) — a single IP like
203.0.113.45, or a CIDR range like198.51.100.0/24to cover a whole office or ISP block at once. - Click Save list. Matching requests stop reaching your server container immediately.
A CIDR range is just a compact way to write "all addresses in this block" — 198.51.100.0/24 covers 198.51.100.0 through 198.51.100.255 in one line, useful when your office or agency sits behind a provider that hands out addresses from a known range rather than one fixed IP.
For agencies: one block list across every client
If you manage clients from a Measurebase agency account, you don't have to repeat your office IP on every client domain. The Partner → IP filter page keeps one agency-wide list, applied on top of each client's own; the two combine, and neither side can remove the other's entries.
It's consent-based on purpose. Your list reaches a client's domains only after that client has accepted it, from the Agency lists block on their own IP Filter page, where they can also see exactly which addresses you'd apply before saying yes, and withdraw again at any time. Once accepted, your entries show up on the client's page read-only and attributed to your agency, so "why is our office traffic missing?" always has a visible answer. But only you can edit or remove them: the scope that set a rule is the scope that removes it.
GTM's preview and debug mode keeps working from a blocked address, so filtering your own office never gets in the way of testing a client's setup.
IP Filter vs IP Anonymization
Both live on the Advanced Tracking tab and both deal with IP addresses, but they solve different problems:
- IP Filter excludes a specific, known set of addresses — your office, your agency, your QA environment — from being tracked at all
- IP Anonymization masks part of every visitor's IP address (IPv4's last octet is zeroed, e.g.
203.0.113.45→203.0.113.0; IPv6 keeps only its /48 prefix) without excluding anyone — it reduces precision across the board rather than removing specific visitors
They're independent toggles and run fine together: anonymize every visitor's IP for privacy, while still fully excluding the handful of addresses you know are your own team, not real traffic. Turning on IP Anonymization doesn't break country- or city-level reporting either — Data Enrichment keeps using the real address internally for that, separately from what gets recorded.
Finding the right address to list
A static office IP is the easy case — ask whoever manages your network connection, or check it from an office device. Home and mobile connections are usually dynamic, so listing an individual's home IP tends to go stale; a corporate VPN with a fixed exit IP, or your office's provider-assigned range as a CIDR block, holds up much better over time than chasing individual addresses.