How to Filter Out Paid Ad Traffic in Google Analytics

Viewing Only Organic Search Traffic
As an SEO, there are a lot of times that I want to look at how just the organic traffic is doing, without information about other kinds of traffic. Sure, you can get some information on the “organic” tab under “keywords” in the “acquisition” section, but what if you want to look at other kind of information about organic-only users?

The easiest way to do this is to use the advanced segments tab. It’s really easy to find, and very powerful. At the top left corner of your analytics viewing pane, there is a little arrow, and next to it there should be a little blue circle and some text that says “all sessions.”

Viewing All Traffic Minus Paid Search
But say that’s not what you wanted. Say you really did want to view all traffic minus paid search traffic. That’s okay. We can do that too. It will be a little more complicated, but I can take you through it, step by step.

First, go to Acquisition = Keywords = Paid. On this page, find the little tiny words underneath the graph on the left side that say “Primary Dimension.” Click on “Medium.” Check what the medium is for your paid search campaigns by scrolling down and looking at the list of mediums. There should only be one. On mine the medium is “cpc.” I don’t know if this is true for every single analytics account everywhere, which is why I’m having you check.

How to Filter Out Paid Ad Traffic in Google Analytics
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