Transparent Growth Measurement (NPS)

How to Exclude Unwanted Referral Traffic in GA4?

Adarsh Gangwal | Published: May 24, 2022
How to Exclude Unwanted Referral Traffic in GA4?

At times, your web traffic includes some duplicated traffic that is not actually needed. 

So why this duplication takes place?

Let’s understand this with an example:

Suppose a user visits your website, purchases something, and proceeds to the payment gateway. Now he/she will be redirected to the payment portal where the payment will take place. After the payment is completed, that payment website will redirect the user back to your website. 

So here, GA4 will count that user as “2 users” under the medium of referral traffic.

This is called the duplication of your traffic, which could not be stopped. This might cause confusion and misinterpretation of data.

To solve this problem, we can exclude this unwanted referral traffic in GA4.


Let’s check how we can do that:

Step 1: Go to the “Admin” section on the left menu

Step 2: Go to the “Data Stream” 

Step 3: Select the “Data Stream” 

Step 4: Select  “More Tagging Settings” 

Step 5: Then go to “List Unwanted Referrals”

Step 6: Add your “Referral Domain Name”

Click 7: Click on the “Save” button

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