Filters: Slice and Segment Your Analytics Data Any Way

Apply conditions across all Betterumami reports — by URL, location, device, UTM, and more — using flexible operators and universal filter propagation.

Filters are one of the most powerful tools in Betterumami. Rather than navigating to a separate report for every question, you apply a filter on the Overview dashboard and every screen — Pages, Referrers, Goals, Funnels, Attribution, Retention, and everything else — immediately updates to reflect that condition. You can stack multiple filters together, choose whether visitors must match all of them or just one, and use operators ranging from exact match to regular expressions. Filters persist as you navigate between reports, so you can explore a focused slice of your audience without resetting your context each time.

Accessing filters

There are two ways to apply a filter:

Method 1 — Filter button: Click the Filter button at the top of any screen to open the filter panel. Choose a category, select a field, pick an operator, and enter a value. Click Apply to activate the filter.

Method 2 — Click a card row: On any breakdown card in the Overview (Pages, Referrers, Countries, Devices, and so on), click a row to apply that value as a filter instantly. For example, clicking “United States” in the Countries card immediately filters all data to US visitors only.

Active filters appear as chips at the top of the page so you can see at a glance what is currently in scope. Click the × on any chip to remove that filter.

Available filters

Filters are grouped by category in the filter panel.

Category	Filter	Description
URL	Path	URL path of the visited page (e.g., /pricing).
URL	Query	The query string portion of the URL (e.g., ?ref=homepage).
URL	Page Title	The HTML <title> of the page as seen in the browser tab.
Sources	Referrer	The source that directed the visitor to your site.
Location	Country	The visitor’s country based on geolocation.
Location	Region	The visitor’s state, province, or region.
Location	City	The visitor’s city location.
Environment	Browser	The web browser used (e.g., Chrome, Safari, Firefox).
Environment	OS	The visitor’s operating system (e.g., Windows, macOS, iOS, Android).
Environment	Device	The type of device — desktop, tablet, or mobile.
UTM	UTM Source	The traffic source (e.g., google, newsletter).
UTM	UTM Medium	The marketing medium (e.g., cpc, email).
UTM	UTM Campaign	The campaign name.
UTM	UTM Content	The specific ad or link content used in the campaign.
UTM	UTM Term	The paid search keyword.
Other	Hostname	The domain where the page was accessed.
Other	Distinct ID	A custom identifier you assign to a visitor.
Other	Tag	A label or keyword you assign to your data.
Other	Event	Custom events triggered by users (e.g., button clicks, form submissions).

Property filters

In addition to the standard categories above, the filter panel includes dedicated tabs for custom data you send through the tracker:

• Session data — filter by any session property you have saved, such as plan, company, or role. Available on every report page.
• Event properties — filter by any custom property attached to an event. This tab is only available on the Events screen because event properties are scoped to a specific event type.

Each property filter is type-aware: the operators available (equals, contains, before/after, and so on) adjust automatically based on whether the property was stored as a string, number, boolean, date, or array.

Use session data filters to segment your analytics by plan tier or customer segment. For example, filter to plan = pro to see how paying users behave differently from free-tier visitors.

Match mode

When you add more than one filter, the Match toggle controls how the conditions are combined.

Mode	Logic	When to use
All	Logical AND — visitor must satisfy every condition.	Narrow your audience: Chrome users in Germany on mobile.
Any	Logical OR — visitor must satisfy at least one condition.	Broaden your view: visitors from Twitter or LinkedIn.

Filter operators

Each filter condition supports the following operators regardless of category.

Operator	Description
Is	Exact match — the value must equal the specified string precisely.
Is not	Excludes an exact match — the value must not equal the specified string.
Contains	The value includes the specified substring anywhere within it.
Does not contain	The value does not include the specified substring.
Matches regex	The value matches the provided regular expression.
Does not match regex	The value does not match the provided regular expression.

Regular expression operators give you fine-grained control for complex patterns. For example, use Matches regex with ^/blog/ to filter to all blog post paths, or ^/docs/(filters|compare)$ to scope data to exactly two pages.

Universal filtering

The date range and filters you set on the Overview Dashboard apply automatically to every other screen and report in Betterumami — Pages, Events, Referrers, Countries, Goals, Funnels, Attribution, Retention, Breakdown, and more. You do not need to re-apply the same filter on each screen. This universal propagation makes it easy to answer layered questions: set a filter for UTM Campaign = spring-launch, then open Goals to see conversion rates, Retention to see whether those visitors came back, and Attribution to see which channels drove them — all scoped to that campaign without touching the filter panel again.