4 Ways to Manage IP Address Exclusions in Adobe Analytics

Dealing with IP Address Exclusions in Adobe Analytics

Adobe Analytics provides four primary methods for managing IP address exclusions, each with its own benefits and limitations.

1. Out-of-the-Box "Exclude by IP" Functionality

This is the easiest method for excluding traffic from specific IP addresses or ranges. To use it:

• Navigate to the global "Admin" dropdown menu and select "Exclude by IP."

• Follow the instructions on the page to configure exclusions.

Advantages:

• Simple to set up and manage.

Disadvantages:

• Excluded data is permanently removed, making it unsuitable if you need to analyze internal traffic later.

Pro Tip:
Exclusions work on a report suite basis, so ensure you select the correct report suite in the top-right corner before applying changes.

2. Use a DB VISTA Rule (Adobe Engineering Support)

This method involves working with Adobe Engineering to create a customized VISTA (Visitor Identification, Segmentation, Transformation, and Aggregation) rule.

Common Use Case:
Redirect internal traffic to a separate report suite for independent analysis.

Features:

• Adobe Engineering can build a DB VISTA rule to exclude IPs by uploading and managing them via FTP.

• Flexible customization allows creative solutions beyond simple exclusions.

Considerations:

• Likely incurs additional costs.

• Requires ongoing management for the IP address list.

3. Use Processing Rules with Virtual Report Suites (VRS)

Even if IP addresses are anonymized due to privacy settings, you can use Processing Rules to tag internal traffic:

• Set a custom value (e.g., "Internal Traffic") in a variable when an internal IP address is detected.

• This value can be used to create segments or virtual report suites, such as one for internal traffic and another for external traffic.

Advantages:

• Non-destructive approach—data remains available for analysis.

• No additional costs.

Disadvantages:

• Not retroactive—effective only after setup.

4. Use Segments or Virtual Report Suites (VRS)

If your report suite already contains IP address data:

• Create a segment to filter reports by IP addresses.

• Alternatively, create a Virtual Report Suite (VRS) based on the segment and share it with stakeholders.

Advantages:

• Retroactive—applies to historical data.

• No additional costs.

Summary

Each method has its strengths depending on your requirements:

• For simple and quick exclusions: Use Exclude by IP.

• For advanced customization: Opt for VISTA rules.

• For non-destructive solutions: Utilize Processing Rules or Segments/VRS.

Evaluate your needs carefully to choose the best approach for your organization.