Google Analytics is an important tool that helps brands and marketers identify the sources of their web traffic and develop the strategies to get more visitors.

Econsultancy columnist Tim Morris has shared some useful tips for marketers to filter out spam traffic to get accurate data using Google Analytics.

Morris says, “Google is actually very good at empowering developers to interact with their tools in novel ways – for Google Analytics this means allowing hits to be reported from sources that aren’t necessarily websites. That’s what the Measurement Protocol is for. Anything from a toaster to a server-room can have its own Analytics account via the Measurement Protocol API, or add offline events to a regular website’s account.

For example: an online shop could integrate with their courier service and report package delivery details back to Analytics. The journey of a single user could be viewed in Google Analytics from landing on the site, through purchasing, all the way to delivery. Or you could just rig up your office coffee pot to record events when it’s full, empty, brewing, and so on. It’s a very versatile tool, the possibilities are only limited by your imagination…

…and that is the problem.

Data can be injected into your account by anyone with enough know-how. There’s no robust security system behind the Measurement Protocol to prevent a malicious user from sending you traffic”.

Google Analytics: How to filter out spam traffic to get accurate data


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