As of July 1, 2024, Google’s Universal Analytics (UA) is set to permanently stop processing data and removing access to this data, as the transition to Google Analytics 4 (GA4) completes. This means that without urgent action many may lose their historical Google analytics data.

Google Universal Analytics, has been the go to website analytics tool for most people and businesses since its inception in 2013. In 2020, this was superseded by the shiny new and improved GA4, which aims to offer a more comprehensive view and understanding of user interactions across multiple platforms and devices.  Focusing more on the value of interactions than the ‘vanity metrics’ often offered with volume alone statistics.

Understanding your website journey and having comparison data is imperative for analysing the effect of past activities and for forward planning and decision making on your website. So losing this data could be quite a blow for many who have missed the warnings.

HOW DO I PRESERVE MY UNIVERSAL ANALYTICS DATA

So here’s some simple actions we recommend you take, quickly, to preserve your historical data.

Actions to Preserve Google Analytics Universal Data:

1. Data Export: Before the cutoff, export all critical UA data. Drop them into an excel spreadsheet and clearly label them to ensure they retain their usefulness!
2. Implement GA4: If you haven’t already, set up your basic GA4 properties.  There is a simple guide to take you through the basic set up, visible within Google Analytics 4 environment.
3. Understand Differences: Since UA and GA4 differ fundamentally, it’s important to understand the differences, to reconcile your data past and present.  So time to swat up!

Important Data to Mine before the Retirement of Universal Google Analytics:

1. Traffic Source Analysis: Extract data on total traffic to your website and it’s source.  This past data helps you to identify which channels and campaigns have been most effective.
2. Historical Trends: Extract data on user behaviour, including session duration, bounce rates, and conversion rates, to maintain a clear understanding of long-term trends and seasonality.
3. Conversion Funnels: Detail conversion paths and funnels to understand user journeys, particularly if you track the customer journey through to conversion/sale on your website.
4. Custom Reports and Segments: Ensure all custom reports and segments created in UA are replicated and adapted for GA4. This step is essential for maintaining analytical continuity and leveraging tailored insights.

In conclusion, if you haven’t acted already, then act quickly!  Grab your data now before you lose it on 1^st July 2024.