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Filters: Navigating Google Analytics
Filters: Navigating Google Analytics
Communication, Websites, General Assembly

On the right-hand side above the rows of data in a Google Analytics report, a box with a magnifying glass button next to it will allow you to “filter” the results in those data rows. For example, to review data for all the pages in the Beliefs & Principles section of the site (, enter “beliefs” in the filter box.

Clicking on the “advanced” link next to the filter box will open up a dialogue box that will allow you to add some complexity to your filter. You can include or exclude a number of dimensions or metrics from your results, or set upper or lower limits for numbers.

To review data for, say, both the Racial Justice & Multicultural Ministries section ( and the Lesbian, Gay, Bisexual, Transgender, and Queer Welcome & Equality section (, fill out the row of boxes and dropdowns so it says “Include” > “Page” > “Matching RegExp” > “multiculturalism|lgbtq” and click the “Apply” button. (“RegExp” stands for “regular expression” which is a programming term. When you put a pipe (“|”) between two words or phrases, you’re saying, in this case, “Show me data for every page whose URL includes either “multiculturalism” or “lgbtq”.) Note that you may also need to add some exclusions to avoid data you’re not interested in.

The words or phrases you type into the filter box must match the type of data that’s showing in the first column. Therefore, if you put something like “” in a filter, you’ll see zero results, since those words don’t show up in any URL as Google tracks them (Google omits the Likewise, a plain English phrase like “Immigration Justice” will show zero results (unless you’re looking at a report of page titles).

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