In web analytics, a 'Filter' is used to include or exclude specific data based on set criteria. Filters are essential for segmenting data, allowing analysts to focus on specific aspects of the data or to remove irrelevant or misleading information.

Filters can be applied for a variety of purposes, such as isolating traffic from a particular geographic location, excluding internal traffic from company IP addresses, or focusing on a specific subset of user behavior. Effective use of filters is key to deriving actionable insights from analytics data.

By carefully configuring filters, organizations can obtain a more accurate understanding of user behavior and improve the quality of their analytics reports. Filters are a valuable tool for refining data to make it more relevant and meaningful for decision-making.