Universal Analytics Data Removal on 1st July, 2024.

Time is running out! Historical data from Google Analytics UA profiles will be purged on 1st July, 2024. After this period you will not be able to access this data via the GA interface, the data will be completely wiped in a drastic move by Google. Now is your last chance to export your data directly from Google Analytics which is crucial for data comparisons, audience insights and decision making. 

How can you export the data from a Universal Analytics property?

Google offers several ways to easily download and store your data:

  1. Report by report basis: Direct extraction from GA dashboard.
  2. Google Sheets Add-On: Download data report by report.
  3. Google Analytics Reporting API: Automate data downloads.
  4. BigQuery Export: For 360 customers, export data directly to BigQuery.

These options ensure you can securely store your information for future use.

Export Individual Reports

Navigate to your website report in Google Analytics UA and view the data within the dashboard. Ensure you have applied your desired settings such as date range, channel, users, and sessions to include all the appropriate data. Then click export and choose a format (CSV, Google Sheets, or PDF). The file will download to your local machine so ensure it’s moved to a secure location to prevent deletion as this data will no longer be retrievable after July 1, 2024.

Google Analytics Spreadsheet Add-on

In order to use this add on you will need to have an archive of your property data instructions and limitations which can be found in this Google support article. The quantity of data will be the limiting factor, so the take away here is to ensure that you understand the data that you MUST retain to make the data useful for your business. Talk to stakeholders and sales teams to establish what data is important to your business. 

In summary…

If an external source manages your data or analytics, it is prudent to reach out to them to understand how they are handling your data before the purge. Additionally, consider whether you need this data to continue tracking customer growth over time. Google support provides a more detailed breakdown of this process in their support article. However, if you have any concerns, please do not hesitate to contact our team and we will assist you during this transition.

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