Google Tightens Hostname Data Filters with New Include Mode

Google has introduced an 'Include mode' to its hostname data filters in Google Analytics. This change allows administrators to specify approved domains and block any events coming from unlisted hostnames. The move aims to simplify configuration, keep data clean with minimal upkeep, and reduce the need for ongoing manual updates.

The new filter type is available as an option alongside exclude-only filters, which were introduced in June 2026. According to Google, the include filter will automatically block events with empty hostnames, indicating spam or abnormal traffic.

There are two exceptions written into the release: Measurement Protocol events pass untouched, and blank hostnames are treated as spam. The change is part of a broader effort to help property owners manage fake visits from spammers who copy their tracking ID.