Skip to main content

In July 2024, businesses and marketers will face a significant shift in analytics as Google expires Universal Analytics (UA). The shutdown of Universal Analytics means that historical data, which many businesses rely on for insights and decision-making, will no longer be accessible unless it has been backed up or exported. Without taking proper action, your valuable historical data will vanish. 

The drawbacks of losing your historical data

  • Loss of Historical Context: Universal Analytics has likely been a cornerstone of your data collection strategy for years. This data provides invaluable historical context for website traffic patterns, user behaviour, and marketing campaign effectiveness. Losing this data creates a blind spot, making it difficult to track progress, identify trends, and measure the success of future campaigns.
  • Hindered Decision-Making: Data is the fuel for informed decision-making. Without access to historical Universal Analytics data, it becomes challenging to identify areas for improvement, optimise marketing campaigns, and make strategic business decisions based on past performance.
  • Comparison Challenges: Google Analytics 4 (GA4) offers a different data structure compared to Universal Analytics. While it’s possible to import some historical data into GA4, the process is limited. This means that directly comparing website performance metrics before and after the switch becomes difficult.

The advantages of exporting your Universal Analytics data (sooner rather than later!)

  • Preserved Insights: By exporting your data, you create a permanent record of your website’s historical performance. This data can be used for future reference and analysis, even after the Universal Analytics shut down. 
  • Smoother Transition to GA4: Access to historical data allows for a more seamless transition to GA4. You can use the exported data to identify trends and patterns and use those insights to configure your new GA4 property for optimal data collection.
  • Informed Decision-Making: Exported data empowers you to continue making data-driven decisions even after the switch. You can use historical data as a benchmark to compare website performance post-migration and track the effectiveness of your GA4 implementation.
  • Long-Term Value: Exported UA data can hold value beyond the initial transition. It can be utilised for tasks such as customer segmentation analysis, tracking changes in user behaviour over time, and assessing the long-term impact of marketing campaigns. Importantly, leveraging this data enables greater buy-in from senior management and facilitates budget allocation by demonstrating a clear return on investment in marketing activities

Exporting Your Data: A Straightforward Process

Thankfully, exporting your Universal Analytics data is a straightforward process with Spindogs. We offer a quick and simple export service that preserves and displays your historical UA data in a familiar and friendly way. With our UA data dashboards, you can access and understand your data easily!  Get in touch to arrange your UA export. 

The deadline for exporting your Universal Analytics data is July 1st 2024. By taking action now, you can ensure a smooth transition to the new chapter of Google Analytics and keep your valuable historical data that can be used to inform future business decisions.

Need a hand?

If you have any questions relating to the Universal Analytics shutdown or need support in ensuring your historical data is safe, get in touch with us.


Get in touch