As you may have already heard, Google will be shutting off access to Universal Analytics (UA), its legacy web analytics platform. What you might have forgotten… is just how soon it will be.
July 1st, 2024 marks the final shift to Google Analytics 4 (GA4), and a big change in how companies measure, analyse and utilise web analytics data. So, if your business still relies on UA, act now to switch to GA4 and avoid losing access to your historical data.
Wait… What Is Happening?
Back in 2020, Google Analytics 4 was officially announced as the latest, next-generation measurement solution, therefore replacing Universal Analytics.
When Does it Happen Again?
Starting July 1, 2024, Google will turn off Universal Analytics. After this date, you will lose access to all Universal Analytics data in the interface and the API, and via any product integrations like Google Ads, or Search Ads 360.
While GA4 will continue to operate, it will not contain your older data from Universal Analytics.
📢 We’re just two months away from the official turndown of Universal Analytics. For #UA360 customers, the migration deadline is right around the corner. But this date is important for everyone.
Beginning July 1, you will no longer be able to export data from Universal…
— Google Analytics (@googleanalytics) May 1, 2024
Why Is This Important?
Well, this is historical data we’re talking about here – an invaluable asset for your business!
For many, losing access to data older than two years means missing out on valuable insights into their website’s past performance. By preserving your Universal Analytics data, you can:
- Keep track of past trends and user behaviour crucial for future strategic planning.
- Smoothly transition to GA4 with historical data readily available for comparison.
- Meet any legal or regulatory requirements that mandate retaining user data for a specific period.
So What Now?
To preserve access to your historical data, you need to export it before July 1, 2024.
Here are your options:
- If you haven’t already, set up and configure your Google Analytics 4 property.
- Export Individual Reports in formats like CSV, TSV, Excel (XLSX), Google Sheets, or PDF.
- Export data to cloud storage through the Google Analytics Reporting API and connect to Looker Studio.
- Install the Google Sheets add-on for Analytics to archive your data.
- Google Analytics 360 customers can export their data to BigQuery.
- Create new conversions based on GA4 events and update your Google Ads links.
Read our dedicated blog for more on how to prepare for GA4.
Act Now!
The clock is ticking.
Starting July 1, 2024, access to your historical data will be completely cut off.
Don’t wait until it’s too late. Preserve your valuable data now to ensure you can continue to drive your business forward. Make the switch to GA4 today!
For more insights and strategies to enhance your online presence, visit our News Page or contact us today.
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