Mastering Referral Exclusion in GA4: Keep Your Data Clean and Accurate!

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Referral traffic in web analytics refers to the segment of traffic that arrives at your site through another source, like an external website, rather than directly or through a search engine. When a visitor clicks on a hyperlink on a different website and lands on your site, this session is tracked as referral traffic.


How does Referral Traffic impact Analytics


1. Traffic Source Insights: Referral traffic helps you understand which external sites are driving visitors to your site. This can be crucial for assessing the effectiveness of online partnerships, affiliations, guest blogging, or PR campaigns.


2. User Behaviour Understanding: By analysing referral traffic, you can see how visitors from different referrers behave on your site compared to those from other sources (like direct or search traffic). This might include differences in session duration, pages per session, conversion rates, etc.


3. Campaign Performance: If you’re running promotional or joint campaigns with other sites, referral traffic data helps you gauge the success of these campaigns. Tracking which sites send traffic that converts well can help optimise future collaborations.


4. Conversion Optimization: Identifying which referral sources bring in high-quality traffic that converts well can help you focus more on those sources, optimise your efforts, and potentially increase ROI.


Why Excluding Certain Referral Traffic in GA4 is Essential for Accurate Data

Referral exclusions in GA4 are essential for maintaining the accuracy and integrity of your analytics data. Here’s why excluding certain referral traffic can be crucial:


1. Session Integrity: Without referral exclusion, each new visit from a different referral source, including internal links from a company’s own domains, would be treated as a new session. This can lead to session splitting where a single user session is broken into multiple sessions, skewing data such as session count, bounce rate, and conversion metrics.

2. Accurate Traffic Attribution: By excluding certain domains (like payment gateways or other third-party tools that a user might temporarily visit during their session), you ensure that returning users are correctly attributed to their original traffic source. This helps maintain the integrity of data related to user pathways and conversions.

3. Cleaner Data: It helps in filtering out internal traffic that might come from your own domains or subdomains, ensuring that analytics reports only reflect external visitor interactions.

Common Scenarios for Referral Exclusion

1. Self-referrals/Internal Traffic: Self-referrals occur when your own domain shows up as a referrer in your analytics reports. This can happen due to improper session handling, such as when a user navigates from one part of your site to another without a seamless tracking context, or due to improperly configured cross-domain tracking. Excluding your own domain as a referral ensures that sessions aren’t broken and that user activity is accurately tracked as a single session, not multiple ones.

Example: Imagine a user starts their session by reading an article on, and then clicks a link to browse products on your main website at Without referral exclusion, this internal transition might be incorrectly recorded as a new referral session from to , inflating session statistics and fragmenting the user’s journey into separate sessions. By excluding your own domains from referral tracking, you ensure a continuous session that accurately represents the user’s path through different subdomains of your site as a single, cohesive experience.

2. Payment Gateway Traffic : Now if a user comes to your site from a campaign, goes to a payment processor, and then returns to your site, you wouldn’t want the processor to get credit for the conversion. Exclusion prevents this misattribution, maintaining the integrity of your campaign data.

Example: If a customer clicks on a Google Ads link to purchase an item and is redirected to a payment gateway like PayPal, and then returns to your site for order confirmation, excluding PayPal as a referrer ensures the original campaign retains credit for the conversion.

Hence it is very important to exclude domains like payment processors that might redirect users back to your site, which could otherwise initiate new sessions and distort important metrics such as session count and conversion rates.

3. Other Irrelevant Traffic/ 3rd party domains : Excluding traffic from spammy or irrelevant sites to maintain the quality and relevance of analytics data should be made sure.

Traffic from third-party domains that your site interacts with but are not direct contributors to your business goals should also be managed. This includes domains that might be involved in your user journey but do not directly influence user decisions or reflect your marketing efforts, like third-party tool or service domains. Excluding these can prevent misleading data about new sessions or source attribution, ensuring that the traffic and conversions are properly aligned with actual user engagement and direct interactions.

Example: If your site is mentioned in a non-related blog or a forum which redirects a lot of low-quality traffic or bots, you might want to exclude this to prevent it from skewing your data. Additionally, excluding domains involved in your user journey but not directly contributing to your business goals is crucial. For instance, if you use a third-party survey tool, excluding its domain ensures it doesn’t appear as a misleading referral in your analytics.


Setting Up Referral Exclusion in GA4

Step 1 : Open your GA4 property on which you want to configure the referral exclusions, and go to Admin.

Step 2 : Now within the Property Settings, go to the “Data collection and modification” section and click on “Data Streams”.

Step 3 : Now select the name of the data stream you want to configure Referral Exclusion in.

Step 4 : In the Data streams section select the “Configure tag setting” option.

Step 5 : Now in the Configuration tab, there will be an option “List Unwanted referrals”. Select that option.

Step 6 : Now enter the domains that you do not want to be counted as referrers. Now here you can add your own domains and any other domain that you want to exclude from referral tracking by clicking on “Add condition” and save the list.

So this is how you can configure Referral Exclusion in your GA4 property.

Best Practices to follow while configuring Referral Exclusion

When implementing referral exclusions in analytics, it’s essential to adopt best practices to ensure that your data accurately reflects user behaviour and traffic sources. Here are some best practices for each part of the process:

1. Identifying Referrals to Exclude

1.1 Audit Your Traffic Sources: Regularly review where your traffic is coming from by examining the referral sources in your analytics platform. Look for any anomalies or unexpected sources, such as your own subdomains or third-party services that you use (e.g., payment processors, email marketing platforms).

1.2 Analyse User Journeys: Map out typical user journeys on your website to identify any third-party interactions or cross-domain tracking that might create new sessions undesirably. This helps in spotting domains that consistently interrupt session continuity.

1.3 Consult with Cross-Functional Teams: Engage with different teams, such as marketing, IT, and customer service, to understand all the tools and platforms integrated with your website. This ensures you’re aware of all external services that might redirect users back to your site.

1.4 Check for Payment Processors and Authentication Services: These are common sources of referral traffic that should typically be excluded to avoid session breaks and misattribution, especially when they redirect users back after a transaction or login process.

2. Maintaining an Updated Exclusion List

2.1 Regular Reviews: Set a schedule to review the referral exclusion list periodically (e.g., quarterly). This helps accommodate any new marketing tools, changes in website structure, or third-party services that may have been added since the last update.

2.2 Adapt to Changes in Traffic Patterns: As your site evolves, so will the ways users interact with it. Regularly analyse traffic patterns for new sources of referrals that may need exclusion, especially after major updates to your website or marketing strategy.

2.3 Document Changes and Rationale: Maintain a changelog for your referral exclusion list, noting why and when a source was added or removed. This documentation is invaluable for historical analysis and future audits, ensuring that changes are transparent and justifiable.

By following these best practices, you can ensure that your referral exclusion strategy effectively contributes to the accuracy and reliability of your analytics data, ultimately leading to better insights and decision-making based on your website’s performance.



In conclusion, implementing referral exclusions in GA4 is a critical component of maintaining the accuracy and integrity of your web analytics data. By carefully identifying and excluding irrelevant or misleading referral traffic, such as internal site navigation, payment processors, and third-party domains, you ensure a more accurate representation of user sessions and behaviour.

This, in turn, provides clearer insights into traffic sources and user pathways, enhancing your ability to make data-driven decisions for your digital marketing strategies. Regularly updating and reviewing your referral exclusion list is essential to adapt to new tools and changes in website interactions, ensuring that your analytics setup remains robust and reflective of true user engagement. Overall, referral exclusion is a pivotal practice for any organisation aiming to optimise its web analytics for better performance measurement and campaign management.


1. What is referral traffic in web analytics?
Referral traffic is the segment of traffic that arrives at your site through another source, such as an external website, rather than directly or through a search engine.

2. Why is it important to exclude certain referrals in GA4?
Excluding certain referrals helps maintain session integrity, ensures accurate traffic attribution, and keeps your analytics data clean by preventing session splits and misattributions.

3. What are common scenarios where referral exclusion is necessary?
Common scenarios include self-referrals from your own domains, traffic from payment gateways after a purchase, and visits from third-party domains that do not directly contribute to your business goals.

About Author

Aditya is a Web analytics professional with experience in the Overall journey of a digital business from frontend development to creating digital marketing campaigns and implementing complex tracking on the website through GTM including server side mechanisms. He has a vast expertise with the analytics tools such as GTM and GA4 and thus is able to give insights about what all is happening in the user journey. He has conducted many CRO and Analytics Audits, extracting actionable insights from large data sets and thus providing strategic recommendations for improving conversions and user experience.

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