Using filters

Filters let you segment your data to focus on specific subsets of visitors. For example, you can filter to see only mobile users, visitors from a specific country, or traffic from a particular campaign or referral source.

Once applied, filters affect every report on the dashboard — making it easy to analyze any slice of your data.

How to add a filter

1. Click the filter icon in the dashboard header.
2. Expand a category (e.g., Location, Technology, Pages) and select a dimension to filter by.
3. Choose an operator (is, is not, contains, or does not contain).
4. Enter or select values. Suggestions appear as you type for most dimensions.
5. Click Apply to update all reports.

Apply a filter with one click

On the Home dashboard and any Overview page (Audience, Acquisition, Pages, Events), you can click any row in a report card to filter by that value instantly.

For example, clicking google.com in the Top Referrers card applies the filter Referrer is google.com across every report.

One-click filters always use the is operator. If you want a different operator (like is not or contains), or you want to add more values to an existing filter, open the filter menu instead.

A few cards behave a little differently when clicked:

• UTM Source / Medium: clicking a row applies two filters at once — UTM Source and UTM Medium.
• New vs Returning: clicking a slice of the chart filters by visitor type.
• Top Pages and Landing Pages: the filter includes the subdomain when your site uses subdomains.

One-click filters are available on the Home dashboard and Overview pages. On the drill-down report pages (for example, Audience → Countries), use the filter menu.

Filter operators

Operator	Description	Available for
is	Exact match	All dimensions
is not	Excludes exact match	All dimensions
contains	Partial match	Pages, Referrers, UTM parameters, Events
does not contain	Excludes partial match	Pages, Referrers, UTM parameters, Events

👉 Note: For contains and does not contain, you'll need to type values manually — suggestions aren't available for these operators.

Available dimensions

Filters are organized into categories. You can filter by any of the following dimensions:

• Location: Country, Region, City
• Visitor: New vs. Returning, Language
• Technology: Browser, Device, Operating System
• Referrers: Referrer, Initial Referrer
• UTM Parameters: UTM Source, UTM Medium, UTM Campaign, UTM Content, UTM Term, Initial UTM Source, Initial UTM Medium
• Pages: Page, Landing Page, Initial Landing Page, Exit Page
• Domain: Subdomain
• Events: Event Name

Page and subdomain filters

Page and Subdomain filters work differently from other filters. Because they narrow your view to specific pages rather than full sessions, the dashboard automatically adjusts which stats are displayed.

Stats switch from session-level to page-level

When a Page or Subdomain filter is active, certain session-level stats can't be calculated — you're viewing individual pageviews rather than full sessions. The dashboard automatically makes the following changes:

Hidden (session-level stats that don't apply):

• Average Visit Duration
• Bounce Rate
• Pageviews Per Visit

Shown instead (page-level replacement):

• Average Time On Page

This applies across all reports — header stats, table columns, and chart options all update automatically. The main overview chart disables Bounce Rate, Avg. Visit Duration, and Pageviews Per Visit as chart type options. If one of those was already selected, it switches to Unique Visitors.

Conversion rates with page filters

When a Page or Subdomain filter is active, conversion rates switch from a session-level calculation to a page-level calculation.

Without a filter (visit-level): Conversion Rate = event completions ÷ total visits

With a Page or Subdomain filter (page-level): Conversion Rate = event completions on the filtered page ÷ visits that included a pageview of the filtered page

The denominator counts visits, not individual pageviews. If a visitor reloads the page multiple times during a single visit, that visit is only counted once.

Only event completions that occurred on the filtered page count toward the numerator. A conversion that happened during the same visit but on a different page is not included.

Example: You filter on /pricing and are tracking a signup event.

• Visitor A views /pricing three times and completes the signup event on /pricing → counts as a conversion. The conversion rate contribution is 1 completion out of 1 visit (not 1 out of 3 pageviews).
• Visitor B views /pricing, then navigates to /home and completes the signup event there → does not count as a conversion for the /pricing filter, because the event did not occur on /pricing.

If these are your only two visitors, the conversion rate for the /pricing filter is 50% — 1 conversion out of 2 visits that included /pricing.

Events with page filters

When you filter on a specific page (e.g., /pricing), you see all pageviews of that page along with any events that occurred on that page.

For example, if /pricing was viewed 10 times and 1 of those views resulted in a purchase event, you'll see 10 pageviews and 1 event completion — not just the single pageview where the event happened.

How other reports relate to page filters

Page filters don't restrict other report dimensions to only show matching pages. Instead, they show you the context around those pageviews.

For example, if you filter on /app and look at the Landing Page report, it shows the landing page for each session that included a view of /app — it won't just show sessions where /app was the landing page.

The same applies to Initial Landing Page, Referrer, and other acquisition reports. This is useful for answering questions like: "Where did the visitors who viewed /app originally come from?"

Adding multiple filters

You can add filters across multiple dimensions at once. Filters combine using AND logic, meaning all conditions must be true for a visitor to be included.

For example, filtering by Browser is Chrome AND Country is United States shows only Chrome users from the U.S.

When you add multiple values within a single dimension, they use OR logic. For example, Browser is Chrome, Firefox includes visitors using either browser.

Filters apply across all reports

Once applied, your filters affect every report on the dashboard.

When any filter is active, each filter appears as a chip in the dashboard header showing its dimension, operator, and value (for example, Country is United States). The chips stay visible as you scroll, so you always know exactly which filters are in use.

Clearing filters

You can remove filters from either the dashboard header or the filter menu:

• Click the × on any chip in the header to remove that single value.
• Click the × button at the end of the chip row in the header to clear all filters at once.
• The same actions are available inside the filter menu — click Clear All to remove everything, or the × on an individual chip to remove just that value.