Act Now to Save Your Universal Analytics Data

Google announced the sunset of Universal Analytics a while ago, and in July 2023, users transitioned to Google Analytics 4 (GA4).

Starting on 1st July 2024, you will lose permanent access to your historical Universal Analytics data. If you need this data, now is the time to export and store it.

So what should you do next?

Consider which data is essential for your needs and why. If you rely on year-on-year comparisons or long-term performance metrics, identify the specific data points you need to keep.

For e-commerce stores on platforms such as Shopify, console data often provides more comprehensive insights than Universal Analytics site data.

When backing up your UA data, prioritise key metrics such as sessions and conversion values. Ensure these are sorted by relevant dates and cover sufficient time periods for your analysis.

If you’re not sure about what to do next, get in touch.