Filters in Google Analytics 4: The Good, The Bad, and How to Keep Data Clean
GA4 is not entirely comparable to its predecessor, Universal, particularly when it comes to filtering data – it only allows property filtering by host domain. This renders much of the complex filtering previously in place, obsolete. Since we are all facing this predicament, it’s paramount that we proactively address the issue by investigating what is different about GA4 filtering and how to create parity with existing tools.