Excluding data is commonly used to prevent your organization's testing efforts from populating production data, or to prevent unwanted data from falsely inflating reports. To exclude data based on various requirements, one or more of the following can be used:

Excluding data post-data collection

The following methods are ways to exclude data in Analytics reporting after Adobe data collection servers receive image requests:

  • Exclude by IP: Adobe Analytics provides basic functionality to exclude data for 50 IP addresses or ranges per report suite. For additional information regarding this functionality, see Exclude by IP under Admin Tools help.
  • Bot rules: Bot rules take traffic from known bot user-agent strings and exclude them from Analytics reports. Data excluded via bot rules are placed in the Bots report. Custom bot rules can be created to exclude additional data. See Bot Rules for more information.
  • VISTA rules: Depending on your organization's needs, hits that match your requirements are sent to another report suite dedicated to receiving excluded data. VISTA rules are commonly used against IP addresses, but are not limited to them. Any dimension available in data tables can be used to include or exclude data in report suites. VISTA rules are subject to additional costs; contact your organization's account manager for additional details.
  • Opt-out cookies: All visitors to your site can voluntarily opt out of being tracked in Adobe Analytics by visiting a page specific to your tracking server. See Implementing opt outs for more information.
Note: Processing rules cannot exclude data or send data to another report suite. However, certain variables can be conditionally set, and a segment can be used to exclude that data from reporting.

Excluding data pre-data collection

The following methods are ways to exclude data in Adobe Analytics reporting before image requests can trigger. These methods prevent image requests from reaching data collection servers:

  • Use the s.abort flag in legacy implementations: Setting s.abort to true prevents the image request from being sent. See s.abort for more information.
  • Return false in DTM implementations: In the custom code section of any rule within an Analytics container, placing the code "return false" effectively cancels the image request.

Additional information

  • If excluding data by IP, private addresses are never required for exclusion. Only external IPs reach data collection servers. Private addresses include:
    • 10.*.*.*
    • 192.168.*.*
    • 172.[16-31].*.*
    • 169.254.*.*

Additional Resources

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