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There could be a few reasons you’re experiencing this issue when filtering out internal traffic from your Google Analytics 4 (GA4) reports. First, it’s possible that not all internal traffic has been correctly filtered out. This could be due to not all internal IP addresses being included in the filter, certain devices or browsers not being filtered, or some internal users browsing in incognito mode or with a VPN, which would hide their traffic. Therefore, check your filtering setting and make sure all internal traffic sources are covered.
Another possibility is that your internal traffic proportion is relatively small compared to your overall traffic which might not cause significant discrepancy in the results before and after applying the filter. Moreover, there might be some delay in data reflection due to GA4’s data processing latency. Finally, remember that GA Audience filters and Data API filters might behave slightly different due to inherent mechanics of these services. Whatever the issue may be, understanding exact filtering mechanics and regular monitoring would be key for accurate data analytics.
