Google Analytics added hostname allowlist filters to approve which domains can send event data

Google Analytics gained Include filters for hostnames, letting you define a list of approved domains that are allowed to send event data to a property. Until now hostname filtering was exclude-only, which meant chasing each new source of spam by hand.

• Adds an allowlist (Include) mode to the hostname data filter introduced in June 2026, which only supported Exclude.
• Google's stated reason: exclude filters "required ongoing manual updates to keep up with new sources of spam."
• Hostname allowlist filters exclude empty hostnames.
• The filters do not apply to Measurement Protocol events.
• Practical use: list your own domains so referral spam and rogue container installs stop landing in the property.