Universal Analytics Shutdown Has Begun

Store Your Historical Data Before it’s Too Late

Starting July 01, 2024, all users will lose access to their UA user interface and API. Export your historical reports before this deadline.

Google Analytics 4 Has Already Replaced Universal Analytics

GA4 Analytics

Can We Migrate Our UA Data to GA4 Directly?

  • As of July 01, 2023, Universal Analytics has stopped processing hits, including standard properties in accounts that also contain 360 properties.
  • From July 01, 2024, all users, including those with Google Analytics 360, will lose access to their UA user interface and API.
  • Users cannot move their existing Universal Analytics (UA) data to a Google Analytics 4 property as the two versions use distinct data models.

While UA measures data by sessions and pageviews, GA4 uses an event-based model that measures every user interaction. Unfortunately, this difference in data sets makes it unlikely for data migration to be introduced in the near future.

Why Backup Historical UA Data

It is recommended to store your historical Universal Analytics data as it

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Helps maintain data consistency and enables informed decision-making based on past performances

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Provides specialized insights for better planning for events like marketing campaigns, product launches, website revamps, and more

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Proves valuable for future analyses and unforeseen business requirements

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Facilitates analysis of long-term trends and patterns to gain insights for future strategies

Power Your Analytics Game With UA Historical Data

Leveraging analytical tools and techniques is a prerequisite for marketers. Now, with a limited time left to export crucial data from Universal Google Analytics, learn how you can shape the future of your brand with YoY insights. You can also get a sneak peek of how to maintain a full-fledged data repository of your valuable historical analytics data.

Let Our Google Certified Experts Help You Preserve Your Valuable UA Data

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Frequently Asked Questions

Google is switching from Universal Analytics to Google Analytics 4 as its default web analytics platform. UA was built for online measurement anchored in the desktop web. But GA4 is the next-gen property that can measure data across the web and app to deliver cross-platform insights. Its advanced data modeling and tracking methodology makes UA data incompatible, making it redundant in the GA4 version.

Yes, you can access your past UA data till June 30, 2024. Starting July 1st, 2024, you will lose this data forever if you haven’t backed it up. Hence, it is recommended to export your UA data in time to avoid any discrepancies and ensure it is utilized effectively.

If you do not switch to GA4, all of your data will be gone, including website traffic, engagement, conversion, and marketing attribution data. Additionally, the platform will cease to process any new data, which means you won't have the ability to track or analyze your website's performance going forward. Transitioning to GA4 is crucial to ensure you continue to gather valuable insights, compare year-over-year performance, and make informed decisions to drive your business's success.

There are various ways to export and preserve your historical data from Universal Analytics. You can either export it manually into a file or use GA Reporting API or dev tools. Google Analytics 360 customers can also use BigQuery Export to save their UA data easily. It is recommended to consult with Google-certified experts to select the best method to export your UA data as per your business requirements.