Filters & segments
Slice any view by page, source, location, device, event or custom property, and save filter sets as segments for your whole team.
The filter bar sits above every dashboard view. Add a filter and the whole dashboard (chart, breakdowns, goals, funnels) narrows to the matching traffic. Filters are encoded in the URL, so a filtered view can be bookmarked or sent to a teammate.
Operators
| Operator | Meaning |
|---|---|
is | Exact match. |
is not | Excludes exact matches. |
contains | Substring match. |
matches | Glob match: * matches any run of characters, including /. /blog/* matches /blog/post-1 and /blog/2024/x; /p/*/edit matches mid-path too. |
- A comma-separated value list means any of:
country is US, GBmatches either. - Separate filters combine with and: a page filter plus a country filter narrows to both.
Dimensions
| Group | Dimensions |
|---|---|
| Page | Page, entry page, exit page, hostname |
| Source | Channel, source, referrer, and the five UTM parameters (source, medium, campaign, term, content) |
| Location | Country, region, city |
| Device | Browser, operating system, device type, screen size |
| Behavior | Event name, goal, clicks (links, outbound links, affiliate links, buttons, dead clicks), form submissions, bots & AI crawlers, collection source, and any custom event property you send |
Two more are reachable by clicking rather than from the picker. Visitor narrows to one visitor's day, added by clicking an id in Journeys. And Traffic flips a view between humans and bots, offered as a switch where it applies rather than as a filter to build.
Most dimensions match the hit itself. A goal filter is visit-scoped: it narrows to the visits that converted that goal, so the pages and sources you then see are the ones behind your conversions. Click filters work the same way (the visits that clicked it).
A dashboard reading GA4 offers a smaller list. Exit pages, referrers, screen sizes, goals, clicks and bot data come from the Numative tracker, so those dimensions only appear while the view is on your first-party data.
The same dimensions and operators drive the Stats API breakdown endpoint, so anything you build in the UI translates directly to an API query.
Segments
A segment is a saved set of filters. Build the filters, click Save as segment, name it, and it appears in the filter bar for everyone in your organization. Applying a segment restores its filters; deleting one removes it for the whole organization.
Typical segments: organic search only (channel is Organic Search), a product area (path matches /docs/*), or home-market traffic (country is US).