By now, you’ve successfully migrated from Universal Analytics to GA4 and are getting comfortable with the new user interface and accustomed to the updated processes. As of July 1, 2023, standard Universal Analytics properties stopped processing new data, but accounts have remained open with access to all historical data.
That’s where today’s reminder comes in. As of July 1, 2024, all customers will lose access to the Universal Analytics interface and API. What exactly does that mean? All historical data will be deleted. If your data is as important to you as it is to us, we highly recommend that you export your previously processed data before this deadline.
Why is your historical data important?
Data is one of the most valuable components for a business in terms of analysis and decision-making. As they say, analysts look backward so they can see forward. And often, the greater amount of time you have to look back on, the more accurate your predictions of the future will be. Having a significant amount of historical data will make all the difference in guiding your marketing and engagement strategies.
Retaining historical data is also important for cross-platform analysis. When transitioning to a new analytics platform, having historical data allows you to compare insights from various analytics solutions. This contributes to a comprehensive understanding of performance and trends across different platforms.
On top of that, in some specific industries and regions, regulatory data retention requirements are mandated for compliance purposes. In some instances, in order to maintain legal compliance, you must store historical data for a certain amount of time.
How to export your Universal Analytics Data
Beginning the week of July 1, 2024, you will no longer have access to your data. And be warned: unlike the past standard sunset that took weeks to complete, the Universal Analytics shutdown will take place within the week.
The choice you make about saving your historical data can impact your ability to access it and make it usable in the future. Here are a few methods you can use to export your data:
- Use formats like CSV, TSV, Excel, Google Sheets, PDF, etc. to export individual reports.
- Utilize Google Analytics Reporting API to export data to cloud storage.
- Install the Google Sheets add-on for Analytics to archive your data or employ another third-party tool for data exportation.
If these options sound out of your comfort zone and technical proficiency, we strongly recommend working with a Google Analytics expert from a certified company (like Bluetrain!). This process can take time and requires attention to detail, so working with a professional can really help streamline things and create a more efficient experience.
Next Steps
Consider this your three-month warning to preserve your historical data! Transferring your data will take a significant amount of technicality and time, so don’t delay the process.
Our web analytics team knows how important it is to have the right information at your fingertips. Connect with us to ensure you have all the data you need to make informed decisions that will lead to more conversions and better overall website performance!