diff --git a/assets/js/dashboard/filters.js b/assets/js/dashboard/filters.js
index 492dbecc1..738c87017 100644
--- a/assets/js/dashboard/filters.js
+++ b/assets/js/dashboard/filters.js
@@ -29,7 +29,17 @@ function clearAllFilters(history, query) {
   );
 }
 
-function filterText(key, value, query) {
+function filterType(val) {
+  if (val.startsWith('!')) {
+    return ['is not', val.substr(1)]
+  }
+
+  return ['is', val]
+}
+
+function filterText(key, rawValue, query) {
+  const [type, value] = filterType(rawValue)
+
   if (key === "goal") {
     return <>Completed goal <b>{value}</b></>
   }
@@ -38,51 +48,24 @@ function filterText(key, value, query) {
     const eventName = query.filters.goal ? query.filters.goal : 'event'
     return <>{eventName}.{metaKey} is <b>{metaValue}</b></>
   }
-  if (key === "source") {
-    return <>Source: <b>{value}</b></>
-  }
-  if (key === "utm_medium") {
-    return <>UTM medium: <b>{value}</b></>
-  }
-  if (key === "utm_source") {
-    return <>UTM source: <b>{value}</b></>
-  }
-  if (key === "utm_campaign") {
-    return <>UTM campaign: <b>{value}</b></>
-  }
-  if (key === "referrer") {
-    return <>Referrer: <b>{value}</b></>
-  }
-  if (key === "screen") {
-    return <>Screen size: <b>{value}</b></>
-  }
-  if (key === "browser") {
-    return <>Browser: <b>{value}</b></>
-  }
   if (key === "browser_version") {
     const browserName = query.filters.browser ? query.filters.browser : 'Browser'
-    return <>{browserName}.Version: <b>{value}</b></>
-  }
-  if (key === "os") {
-    return <>Operating System: <b>{value}</b></>
+    return <>{browserName}.Version {type} <b>{value}</b></>
   }
   if (key === "os_version") {
     const osName = query.filters.os ? query.filters.os : 'OS'
-    return <>{osName}.Version: <b>{value}</b></>
+    return <>{osName}.Version {type} <b>{value}</b></>
   }
   if (key === "country") {
     const allCountries = Datamap.prototype.worldTopo.objects.world.geometries;
     const selectedCountry = allCountries.find((c) => c.id === value) || {properties: {name: value}};
-    return <>Country: <b>{selectedCountry.properties.name}</b></>
+    return <>Country {type} <b>{selectedCountry.properties.name}</b></>
   }
-  if (key === "page") {
-    return <>Page: <b>{value}</b></>
-  }
-  if (key === "entry_page") {
-    return <>Entry Page: <b>{value}</b></>
-  }
-  if (key === "exit_page") {
-    return <>Exit Page: <b>{value}</b></>
+
+  const formattedFilter = formattedFilters[key]
+
+  if (formattedFilter) {
+    return <>{formattedFilter} {type} <b>{value}</b></>
   }
 
   throw new Error(`Unknown filter: ${key}`)
diff --git a/lib/plausible/stats/aggregate.ex b/lib/plausible/stats/aggregate.ex
index 724827b1f..23ff36f73 100644
--- a/lib/plausible/stats/aggregate.ex
+++ b/lib/plausible/stats/aggregate.ex
@@ -98,7 +98,10 @@ defmodule Plausible.Stats.Aggregate do
     {where_clause, where_arg} =
       case query.filters["event:page"] do
         {:is, page} ->
-          {"p=?", page}
+          {"p = ?", page}
+
+        {:is_not, page} ->
+          {"p != ?", page}
 
         {:matches, expr} ->
           regex = page_regex(expr)
diff --git a/lib/plausible/stats/base.ex b/lib/plausible/stats/base.ex
index fae213a83..e4746537f 100644
--- a/lib/plausible/stats/base.ex
+++ b/lib/plausible/stats/base.ex
@@ -38,6 +38,9 @@ defmodule Plausible.Stats.Base do
         {:is, page} ->
           from(e in q, where: e.pathname == ^page)
 
+        {:is_not, page} ->
+          from(e in q, where: e.pathname != ^page)
+
         {:matches, glob_expr} ->
           regex = page_regex(glob_expr)
           from(e in q, where: fragment("match(?, ?)", e.pathname, ^regex))
@@ -45,15 +48,19 @@ defmodule Plausible.Stats.Base do
         {:member, list} ->
           from(e in q, where: e.pathname in ^list)
 
-        _ ->
+        nil ->
           q
+
+        _ ->
+          raise "Unknown filter type"
       end
 
     q =
       case query.filters["event:name"] do
         {:is, name} -> from(e in q, where: e.name == ^name)
         {:member, list} -> from(e in q, where: e.name in ^list)
-        _ -> q
+        nil -> q
+        _ -> raise "Unknown filter type"
       end
 
     q =
@@ -64,8 +71,11 @@ defmodule Plausible.Stats.Base do
         {:is, :event, event} ->
           from(e in q, where: e.name == ^event)
 
-        _ ->
+        nil ->
           q
+
+        _ ->
+          raise "Unknown goal type"
       end
 
     Enum.reduce(query.filters, q, fn {filter_key, filter_value}, query ->
@@ -116,6 +126,9 @@ defmodule Plausible.Stats.Base do
         {:is, page} ->
           from(e in sessions_q, where: e.entry_page == ^page)
 
+        {:is_not, page} ->
+          from(e in sessions_q, where: e.entry_page != ^page)
+
         {:matches, glob_expr} ->
           regex = page_regex(glob_expr)
           from(s in sessions_q, where: fragment("match(?, ?)", s.entry_page, ^regex))
@@ -123,8 +136,11 @@ defmodule Plausible.Stats.Base do
         {:member, list} ->
           from(e in sessions_q, where: e.entry_page in ^list)
 
-        _ ->
+        nil ->
           sessions_q
+
+        _ ->
+          raise "Unknown filter type"
       end
 
     Enum.reduce(Filters.visit_props(), sessions_q, fn prop_name, sessions_q ->
@@ -148,8 +164,11 @@ defmodule Plausible.Stats.Base do
           fragment_data = [{String.to_existing_atom(prop_name), {:in, list}}]
           from(s in sessions_q, where: fragment(^fragment_data))
 
-        _ ->
+        nil ->
           sessions_q
+
+        _ ->
+          raise "Unknown filter type"
       end
     end)
   end
diff --git a/lib/plausible/stats/filters.ex b/lib/plausible/stats/filters.ex
index 3dbce01ac..7569be821 100644
--- a/lib/plausible/stats/filters.ex
+++ b/lib/plausible/stats/filters.ex
@@ -28,21 +28,15 @@ defmodule Plausible.Stats.Filters do
       Enum.reduce(query.filters, %{}, fn {name, val}, new_filters ->
         cond do
           name == "country" ->
-            new_val = Plausible.Stats.CountryName.to_alpha2(val)
-            Map.put(new_filters, "visit:country", {:is, new_val})
-
-          name == "page" ->
-            if String.match?(val, ~r/\*/) do
-              Map.put(new_filters, "event:page", {:matches, val})
-            else
-              Map.put(new_filters, "event:page", {:is, val})
-            end
+            {filter_type, filter_val} = filter_value(name, val)
+            new_val = Plausible.Stats.CountryName.to_alpha2(filter_val)
+            Map.put(new_filters, "visit:country", {filter_type, new_val})
 
           name in (@visit_props ++ ["goal"]) ->
-            Map.put(new_filters, "visit:" <> name, {:is, val})
+            Map.put(new_filters, "visit:" <> name, filter_value(name, val))
 
           name in @event_props ->
-            Map.put(new_filters, "event:" <> name, {:is, val})
+            Map.put(new_filters, "event:" <> name, filter_value(name, val))
 
           name == "props" ->
             Enum.reduce(val, new_filters, fn {prop_key, prop_val}, new_filters ->
@@ -50,10 +44,26 @@ defmodule Plausible.Stats.Filters do
             end)
 
           true ->
-            Map.put(new_filters, name, {:is, val})
+            raise "Unknown filter prop"
         end
       end)
 
     %Plausible.Stats.Query{query | filters: new_filters}
   end
+
+  defp filter_value(key, "!" <> val) do
+    if String.contains?(key, "page") && String.match?(val, ~r/\*/) do
+      {:does_not_match, val}
+    else
+      {:is_not, val}
+    end
+  end
+
+  defp filter_value(key, val) do
+    if String.contains?(key, "page") && String.match?(val, ~r/\*/) do
+      {:matches, val}
+    else
+      {:is, val}
+    end
+  end
 end