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What data is filtered or ignored from Analytics and Data Pipeline?

Bot Traffic automatically removes all bot and spider traffic using the IAB/ABC International Spiders and Bots List. This list identifies bots using a list of user agents.

If you would like to deactivate bot filtering, please contact Please note that when bot traffic filtering is turned off then bot traffic will appear in both the Data Pipeline and Analytics.

Alternatively, if you would like to include stricter bot exclusion by IP address, please contact

Behavioral Rate Limiting

It is possible that your site has requested in the past to activate the Behavioral Rate Limiting feature, which will exclude visitor traffic if it exceeds a certain amount within a specified window. This means any unique visitor site ID that views a single URL more than the specified number of times in a five-minute period will have all of its events thrown out from the Dashboard. These events include: pageviews, videostarts, conversions, vheartbeats, and heartbeats. The default for this feature, when enabled, removes all visitor traffic if it exceeds 600 events in 5 minutes.

Behavioral rate limiting is already applied to the Data Pipeline data.

To find out if you have this enabled, or to enable/disable it, please contact

Top Level Domains and IP Addresses

By default, only accepts traffic from a TLD that matches the Site ID (ie However, customers can either allowlist or blocklist other TLDs. also maintains a list of IP addresses that should be ignored for every account individually, such as internal traffic.

Any events that are sent from blocklisted TLDs or IPs are ignored by both Data Pipeline and Analytics.


Any conversion from a visitor without a prior pageview in the preceding 30 days is excluded from the Dashboard because it is considered non-attributable and invalid.

This does not apply to Data Pipeline data.

Incorrectly formatted event data also removes incorrectly formatted event data such as:

  • events with null event_id, action, url, or apikey fields
  • heartbeat events with a null engaged_time_inc field
  • events with url fields that cannot be parsed as strings
  • video events missing the video-metadata required “link” field

Last updated: June 03, 2024