Referral Exclusions in Google Analytics

Nakoa.Digital – Referral Exclusions in Google Analytics

Adding referral exclusions is very important if you want to prevent your webshop’s revenue from being linked to the wrong source.


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Example: You have a Google Ads campaign running. A total of €300 was spent and the turnover is €3,000. In Analytics you can see that €1,000 is from Google Ads and €2,000 is from Referrals. When you open the referrals list, you will see all possible banks, such as and . This has to do with the fact that someone paid by credit card, Paypal or similar during the order and therefore left the web shop for a while, only to come back to the thank you page later. Google Analytics assumes that this visitor z. B. comes from the Deutsche Bank website, which is not correct.

How can I exclude referrals?

If you go to Administration -> Tracking Info -> List of Referral Exclusions in Google Analytics, you can add these exclusions one by one. However, this is a tedious task, because there are dozens of referral websites in the German-speaking area – internationally there are many hundreds.
As a marketing agency, we have to set this up for every webshop and it’s quite frustrating. Fortunately, there is a practical solution: go to the website and save the “GA Import domain exclusions 2.0” button in your bookmarks bar. Then go to the Referral Exclusions in Google Analytics. You can then click the button on your bookmarks bar, copy and paste the list. Then all you have to do is click “Import” and you’re done!

List of referrals to exclude
These are the most common referral websites including German, Dutch, Belgian and English banks.
If you come across new foreign sources, you can add them to your list later. Feel free to send us an e-mail or call us and let us know about this referral. Then we add them to the list above. Thanks in advance!
Do you need support or would you like to hand over the online marketing of your company into professional hands? Then do not hesitate to contact us! At Nakoa Digital we are performance marketing and retail media experts. We are happy to help you to strategically advance your online marketing! You can easily book a non-binding consultation with us and ask us your questions.

Need help?
Robin is founder and CEO of Nakoa Digital. With over 15 years experience in international e-commerce he is your expert for digital marketing. Contact him by mail or by phone at+49 89 215 276 60.