For some time now, Google has been warning users that as of July 1, 2024, Universal Analytics will be completely replaced by Google Analytics 4-properties. From that date, Google will disable all Universal Analytics services and Universal Analytics APIs. This means that Universal Analytics properties will no longer be accessible. Neither via the frontend nor via an API.
Although users were informed some time ago, not everyone seemed to take immediate action. GA4 was not exactly welcomed with open arms (try searching for “Why Google Analytics 4 is bad”). Many organizations postponed the transition to GA4 until the last moment. And subsequently also the export of historical UA data. But now the clock is really ticking.
Google suggests exporting your data either manually or via the API. Manually might be an option if you only want to do a limited export. But for a more complete export, manually downloading files is not a feasible option. In that case, using the API is a more robust solution.
Why is it useful to export historical data?
Web analytics data only gains meaning by comparing it with previous data. Assessing that an online campaign was a success is only possible if you have a reference. If you also know what a less successful campaign looks like. In many cases, comparing with a previous period is not sufficient. Due to seasonal influences, comparing with previous years is often more meaningful. For this, historical data is needed.
But which data will you export?
It is best to export the data so that it can easily be compared with relevant current data from GA4 afterwards. This means, among other things, that data is best exported per day, so that comparison over specific periods is possible. Focus on metrics that can be aggregated, such as sessions, pageviews, and conversions. Unique visitors as a metric is unfortunately not well aggregatable. Generate different data exports with different perspectives. For example:
- export with traffic sources / campaigns and associated metrics
- export with technical data, such as browser used, device, etc.
- export of relevant event data
Where do you export the data to?
Ideally, you export the data to a database like BigQuery, which then allows you to easily unlock data again via, for example, dashboards and other channels for reporting. It is then possible to integrate the historical data with your GA4 data so that comparison with historical data remains easily possible.
Do you need help with a seamless export of your historical Universal Analytics data? Contact us quickly so we can assist you before this data is no longer available.
End of press release: Note for the editor
For more information, interview requests, or more visual material, please contact Anouk Sintniklaas at phone number: 085 - 303 5856 or via email [email protected]
