Filter and Compare Data In Reports

Objective

To help users analyse data subsets within GA4 reports by applying filters and comparisons — enabling deeper insight into user behaviour, traffic patterns, and device interactions.

Overview

This SOP will guide you through:

1. Understanding dimensions and metrics
2. Applying filters to isolate specific data
3. Using comparisons to view data side-by-side
4. Customising and sharing filtered and compared reports

Step 1: Understand Dimensions vs. Metrics

Before filtering or comparing, it’s important to understand the building blocks of GA4 reports:

Type	Definition	Example
Dimension	Descriptive attribute of your data (text-based)	Country, Device, Event Name
Metric	Quantitative measurement (numerical) that can be counted or averaged	Event count, Sessions, Users

The dimension “country” might include values like “United States” or “Vietnam”, while the metric “event count” will show how often something occurred.

Step 2: Apply Report Filters

Filters allow you to limit the data shown in your report by specific dimension values.

How to Apply a Filter:

1. Open any detail report (e.g., Traffic Acquisition)
2. Click Add filter + at the top of the report

3. Choose a dimension (e.g., Country)
4. Select one or more values (e.g., United States, Canada)
5. Click Apply

You can set up to 5 filter conditions in a single filter.

To Edit or Remove a Filter:

1. Click the filter badge at the top of the report
2. Modify the condition or click X to remove it

Filters are temporary and reset when you leave the report.

Step 3: Use Comparisons to View Data Side-by-Side

Unlike filters (which hide unselected data), comparisons let you compare two or more segments of users simultaneously.

How to Add a Comparison:

1. In any report, click Add comparison

2. Choose a dimension (e.g., Device Category)
3. Add a condition (e.g., Mobile)
4. Click Apply
5. Repeat the steps to add a second comparison (e.g., Desktop)

Comparisons are color-coded and include All Users by default, so you can view each data set side-by-side.

To Edit or Remove Comparisons:

• Click the comparison segment label at the top
• Modify the dimension or values, or click X to delete

Comparisons will persist across reports until removed, but may show blank results if not compatible with certain reports.

Examples of Filter and Comparison Use Cases

Use Filters To:

• View traffic from specific countries or regions only
• Focus on users who triggered a particular event
• Exclude internal or test data

Use Comparisons To:

• Compare iOS vs Android engagement
• Measure purchase behaviour from different traffic sources
• Evaluate new vs returning user behaviour

Step 4: Share Customised Reports

After applying filters or comparisons:

1. Click the Share icon in the top-right of the report
2. GA4 will generate a shareable link
3. Share with any team member who has access to the GA4 property

The link includes all visible filters, comparisons, and date ranges applied.

Note

• You can apply both filters and comparisons in the same report
• Not all dimensions are compatible with every report — incompatible ones will be greyed out
• Filters are temporary, while comparisons persist until removed