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There could be multiple reasons for why your data filtering to exclude internal traffic isn’t working consistently. One possibility is that there could be an error or delay in the propagation of your filter settings. Another possible issue could be that GA4 uses an entirely different data model than Universal Analytics, which might require different configurations to correctly filter out internal traffic. It’s also worth noting that the ‘Realtime’ report provides a snapshot of activity on your site in real-time and might not completely filter out internal traffic immediately. Lastly, remember that data filters in GA4 only apply to data moving forward and won’t retroactively apply to previously collected data. It would be beneficial to recheck your data filter settings and consult with a Google Analytics expert or Google’s support for more specific assistance.
