Analytics filters
Filters let you narrow down your widget and campaign reports to a specific segment of traffic, location, acquisition source, or goal criteria. You can combine multiple filters to isolate exactly the data you need.
Most filters are available on the Advanced Analytics plan. Visitor type and device filters are available on all plans.
How to use filters
Click the Filter button above any report table or chart. Select a filter from the list, choose an operator, and enter or select a value. Active filters appear as pills above the report. Click the x on a pill to remove it.
You can stack multiple filters; they are combined with AND logic, meaning all conditions must be true for a record to be included.
How filters are structured
Filters are organized into four groups based on what part of the data they operate on:
- Traffic filters apply to the widget or campaign event itself — the record created when a visitor sees, clicks, or converts on a widget or campaign. Properties like device type, browser, and operating system are captured at the moment the event is recorded.
- Location filters also apply to the widget or campaign event. The visitor's country, region, and city are resolved from their IP address when the event is recorded.
- Acquisition filters apply to the visitor record. UTM parameters, referrer, and first visit page are stored once when the visitor first arrives on your site and remain constant across all of that visitor's events.
- Goal filters apply to the goal event (e.g., a purchase, add-to-cart, or custom event). These filters narrow down which goal events are counted and summed in revenue-related metrics. They do not affect view, click, submit, or conversion counts on widgets and campaigns.
Traffic filters
These filters operate on properties captured on each widget or campaign event.
- Visitor type — segment by new or returning visitors. A visitor is considered "returning" if their first visit timestamp is earlier than the current session, meaning they have visited your site before. This is determined by comparing the visitor's first-seen date to the event timestamp.
- Device — filter by the device type that was used during the event: Desktop, Mobile, or Tablet. You can select multiple values.
Location filters
These filters operate on the geographic properties recorded on each widget or campaign event, resolved from the visitor's IP address at the time the event occurred.
- Country — filter by one or more countries. Uses the two-letter ISO country code (e.g., US, DE, FR).
- Region — filter by one or more regions (states, provinces, or administrative divisions) within countries.
- City — filter by one or more cities.
Acquisition filters
These filters operate on properties stored on the visitor record. They reflect how the visitor originally arrived at your site, not how they arrived for a specific event. All acquisition filters require the Advanced Analytics plan.
All acquisition filters (except Referrer and First visit page) support the following string operators: contains, equals, starts with, does not contain, does not equal, and is empty.
- UTM Source — filter by the utm_source parameter captured on the visitor (e.g., google, facebook).
- UTM Medium — filter by the utm_medium parameter (e.g., cpc, email).
- UTM Campaign — filter by the utm_campaign parameter (e.g., summer_sale).
- UTM Content — filter by the utm_content parameter (e.g., banner_1).
- UTM Term — filter by the utm_term parameter (e.g., running shoes).
- Referrer — filter by the referring domain or URL stored on the visitor record (e.g., google.com). Supports the same string operators as UTM filters.
- First visit page — filter by the landing page path stored on the visitor record (e.g., /products/my-product). This is the first page the visitor saw when they arrived on your site. Supports the same string operators as UTM filters.
Goal filters
These filters operate on the goal event record — the event created when a visitor completes a tracked action such as a purchase, add-to-cart, checkout start, or custom goal. Goal filters affect which goal events are included when calculating revenue-related metrics (goals hit, revenue, extra value, profit). They do not affect widget or campaign event counts like views, clicks, submits, or conversions.
- Goal products — filter goal events by specific products mentioned in the event metadata. For purchase and checkout-start events, product IDs are extracted from the order line items. For add-to-cart events, the product ID is extracted directly from the event metadata. Only available when your platform integration supports product data (e.g., Shopify, Wix, Shoplazza). Select one or more products to see only goals that involve those products.
- Goal revenue — filter goal events by their monetary value (the value field on the goal event). Supports operators: greater than, less than, equals, and between. Enter values in your store currency. For example, "greater than 10" will exclude any goal event worth $10 or less.
- Z-score threshold — exclude statistical outlier orders from revenue metrics. Enter a numeric threshold (e.g., 3) and any goal event whose revenue z-score meets or exceeds that value will be excluded from the report. Events that do not yet have a z-score assigned are always included. This filter only affects revenue-related aggregations (revenue, extra value, profit); goal counts and conversion rates are not affected.
Understanding the z-score filter
A z-score measures how many standard deviations an individual goal event's revenue is from the average revenue for that event type. For example, if the average purchase is $50 with a standard deviation of $20, a $200 purchase has a z-score of 7.5 — it is 7.5 standard deviations above the mean.
Setting a z-score threshold of 3 tells the report to exclude any goal event with a z-score of 3 or higher, removing unusually large (or small) orders that can skew your revenue metrics.
How z-scores are calculated:
- Z-scores are scoped by event type. Purchases are compared to other purchases, add-to-cart events to other add-to-cart events, and so on. A $500 purchase and a $500 add-to-cart will have different z-scores because they are measured against different distributions.
- The z-score is calculated asynchronously after a goal event with a value is created. The formula is: z-score = (event value - mean) / standard deviation, where the mean and standard deviation are computed across all events of the same type in your store.
- A minimum of 750 events of a given type is required before z-scores are assigned. Until that threshold is reached, events have no z-score and are always included in reports regardless of the filter setting. This ensures the statistical distribution is meaningful before outlier detection begins.
- The filter does not remove events from the report entirely. It excludes them only from the goal event JOIN, so widget and campaign event counts (views, clicks, conversions) remain unchanged. Only the aggregated goal metrics (goals hit, revenue, extra value, profit) are affected.
Choosing a threshold:
- 3 is a common starting point. In a normal distribution, roughly 0.3% of values fall beyond 3 standard deviations, so this excludes only extreme outliers.
- 2 is more aggressive and will exclude more orders (roughly 4.6% of values in a normal distribution).
- 4 or higher is more permissive and will only exclude the most extreme cases.
FAQ
- Do filters affect the "winner" suggestion in experiments? Yes. Statistical comparisons and winner logic use the filtered data set, so adding filters can change significance results.
- Can I save a filter combination? Not yet. Filters are applied per session. When you share a report URL, active filters are encoded in the URL so the recipient sees the same view.
- Why is a filter grayed out? Filters marked with a plan badge require the Advanced Analytics feature. Upgrade your plan to unlock them.
- What happens if I combine Goal revenue and Z-score threshold filters? Both conditions apply. For example, "Goal revenue greater than $10" combined with "Z-score threshold less than 3" will show only goal events with revenue above $10 that are also not statistical outliers.
- Do acquisition filters reflect the current visit or the first visit? Acquisition filters (UTM parameters, referrer, first visit page) are based on the visitor record, which stores the values from the visitor's first arrival. They do not change if the visitor returns via a different source later.
- Why does the z-score filter show no effect on my data? If your store has fewer than 750 events of a given type (e.g., fewer than 750 purchases), z-scores have not been assigned yet and all events are included. Once the threshold is reached, z-scores are calculated for new events automatically.
- Does the z-score filter affect conversion counts? No. Conversion counts (the converted flag on widget events) are pre-computed and independent of the goal event JOIN. The z-score filter only affects goal-related aggregations: goals hit, revenue, extra value, and profit.