GA4 Updates Create Deadline for Downloading Historical Analytics
A deadline is looming to download historical data from Google Analytics, but you may not need to do anything about it.
As Google has been updating its analytics systems to GA4, they have announced that July 1, 2024 is the deadline for accessing historical (pre-GA4) data, also known as “Universal Analytics” (UA). This means any historical data collected through UA will be permanently lost unless it is downloaded and stored elsewhere before July 1st.
For some of Paulsen’s ag, rural, and energy clients there may be no need to save this old data, but here are a few things to consider before Google removes access on July 1st.
Do You Have All The Data Reports You Need?
If you’re the kind of organization that collects, analyzes, and presents your year-end web analytics and campaign metrics and never has to go back and edit them or bring in old data, you likely won’t need your historical Universal Analytics. If you’ve been comparing year-over-year data for the last few years and have all of your past reports, you may consider letting the raw data in UA expire.
If You Use Year-Over-Year Analytics and Keep Comparing
If your organization likes to compare historical data and keeps finding new ways to use the information, you may want to download and store your analytics for future reference. However, be aware that pre-GA4 data (Universal Analytics) and current Google Analytics 4 (GA4) are not directly comparable. So even if you do save out your historical data, you may be comparing apples to oranges.
Consider the Length of Your Sales Cycle
For industries with longer sales cycles, such as agriculture and energy, having extended tracking data is often more important. These sectors often experience longer conversion timelines due to the high cost and research-intensive nature of their products and services. Historical data helps in measuring average conversion timelines accurately and aids in effective retargeting strategies.
If You Like to Be Prepared, Just in Case
Even if you don’t foresee an immediate need, having access to past data is invaluable. You may want to re-report or analyze trends from previous years to inform future strategies. Losing this data could mean missing out on important insights.
As a best practice, preserving your historical data ensures you are prepared for any future needs. This is a precautionary measure to avoid potential gaps in your data records.
Steps to Preserve Your Data
To ensure you don’t lose access to your historical analytics data, it’s imperative to act before the July 2024 deadline. Here’s how:
Log into Your Universal Analytics Account - Check your UA account to see if your data is still there. Unless you’ve deleted it, your data should be available up until the deadline.
Download Your Data - Perform a “mass download” within Google Analytics by selecting the date ranges you want to export. This will allow you to retain all your historical data.
Store Data Elsewhere - After downloading, import your data into another platform like TapClicks or Google’s Big Query. This ensures that your data is safely stored and accessible for future use.
Need Help Making it Happen?
Our Technology and Media team stands ready to assist our partners and clients in getting their Universal Analytics data out of the Google archives before the deadline on July 1, 2024.
We’re happy to walk through your specific program and discuss IF you need to save out your old data and help you find the best way to archive it safely. Just shoot us a call or send us an email.