If you weren’t aware, another crucial deadline is approaching for Google Universal Analytics. You are probably saying, “Wait, that was last year, right?”

Well, yes, you needed to migrate away from UA last year, but this year your UA data is scheduled for deletion on July 1. That means you have until the end of June to save your historical website performance data.

Don’t panic! Here’s a breakdown of how to secure your valuable insights.

Understanding the importance of saving your UA data

Don’t underestimate the power of your past! This historical information holds immense value for your organization.

UA data provides a vital context for understanding your website’s performance journey. It allows you to compare current trends to past benchmarks. Imagine losing years of traffic patterns, user behavior, and conversion rates. Analyzing current data in a vacuum makes identifying areas for improvement difficult. With UA data, you can pinpoint what worked well previously, what needs tweaking, and how your website has evolved over time.

Safeguarding your UA data is like protecting your website’s institutional memory. It allows you to learn from the past and make informed decisions in the present.

Ways to save your data

There are several ways to save your UA data, depending on your technical expertise, budget, and desired level of data detail:

Manual download (basic and free): This option is perfect for smaller datasets and $0 budgets.

  • Identify the data you need: Before diving in, determine which reports are most valuable. Traffic sources, user behavior, and conversion data are common choices. Navigate through the various reports within UA to pinpoint the specific information you want to save.
  • Download and repeat: Once you’ve identified a report, ensure the desired date range is selected. Select the “Export” button near the date selector on the screen’s upper right. Clicking it reveals a menu offering various downloadable formats, including PDF, Google Sheets, Excel and CSV. Choose your preferred format and download the file. Repeat this process for each report you want to save.
  • Remember: This method works well for a handful of reports. However, for extensive datasets, the repetitive nature of manual downloads can become time-consuming. If you have a large amount of data to capture, consider exploring third-party tools that automate the export process.

Third-party tools like Supermetrics (automated but includes a subscription fee): Supermetrics acts as a bridge between UA and Google Sheets and simplifies your data backup mission. However, it does require an annual subscription and pricing starts at $69 a month.

Supermetrics empowers you to create custom reports and lets you choose the metrics and dimensions from UA most relevant to your needs. No coding is required!

This option is a time-saving and user-friendly solution for saving your UA data. It goes beyond simple downloads, allowing you to create customized reports and maintain a historical record of your website’s performance within the familiar environment of Google Sheets.

Google BigQuery (advanced and requires GA360 or Supermetrics BigQuery subscription): BigQuery is a cloud-based data warehouse that provides superior storage capacity and robust data analysis tools. However, it’s important to note that this method requires some technical expertise. Additionally, you will need to have Google Analytics 360 or a subscription to Supermetrics’s BigQuery.

While BigQuery offers a powerful solution, it’s best suited for users comfortable with cloud platforms and data analysis tools. If you’re new to these concepts, consider exploring more straightforward options like manual downloads or third-party tools like Supermetrics.

The takeaway

The clock is ticking for Google Universal Analytics. Don’t let years of valuable website data disappear into the digital abyss. Choose the approach that best aligns with your technical expertise and budget.