Save Your Google Universal Analytics Data from Deletion on July 1

May 14th, 2024 by Alison Zeringue

UA Storage Studio with Search Influence

Did you know Google will permanently delete all Universal Analytics data on July 1, 2024?

Sign up by June 14th, and we can help save your Google Universal Analytics data from deletion.

Universal Analytics has existed since 2005 and was retired last year. It will cease to exist on July 1 and all historical data will be permanently deleted. Moving forward, Google expects businesses to leverage data tracked in Google Analytics 4, which may limit your ability to make marketing decisions.

Reasons why Google is deleting Universal Analytics data:

  • To free up server space
  • To streamline their operations
  • To ensure they comply with updated consumer privacy standards

While that’s all fine and good for Google, what does it mean for the countless businesses that utilize this data?

When Will Universal Analytics Data Be Deleted?

According to Google:

“Starting the week of July 1, 2024: You won’t be able to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted. While the standard sunset took weeks to complete, the full Universal Analytics shutdown will happen within a week. We know your data is important to you, and we recommend that you export your previously processed data before this date.”

What This Means for You

Google will delete your historical website analytics data, which means you won’t be able to log into the UA interface to examine past performance on anything prior to when GA4 was installed.

If you need to maintain access to your historical website analytics data, now is the time to act.

The benefits of saving historical data

Historical data is a valuable tool for businesses looking to optimize their digital advertising campaigns.

Retaining historical data makes it easier for you to:

  • Analyze past performance
  • Identify trends
  • Make data-driven decisions to improve future strategies

Historical data allows for a deeper understanding of customer behavior, helping you tailor your digital marketing campaigns to meet consumer needs.

Implications if you don’t save historical data

If you decide not to save your historical data, some implications you should be aware of include:

  • You won’t be able to compare current or future performance to anything prior to when GA4 was installed.
  • It could be harder to make decisions about future marketing strategies.
  • It could be difficult for you to understand the results/outcomes of your current campaigns.
  • You miss out on analyzing seasonal trends data that can help to inform your campaigns.

How Search Influence Can Help

Introducing Search Influence’s UA Storage Studio dashboard!

Search Influence will support you with a quick and efficient process for backing up your Universal Analytics data.

We will:

  • Export and back up your Universal Analytics data before the deadline
  • Create your very own UA Storage Studio dashboard to allow you ongoing visibility into those metrics, which gives you access to usable and actionable data for future campaigns
  • Make the data accessible for future dashboards you may wish to build

You’ll fully own both the backup and the dashboard, meaning they’ll be yours forever, regardless of your future marketing decisions.

Current pricing is valid through May 24, so act now for the best rate. June 14 is the final date to sign up to ensure your backup will be completed by the deadline.

Who Should Consider Backing Up Universal Analytics Data?

Backing up historical data benefits businesses of all types.

You should consider backing up your data if:

  • It is important to your business to compare your website performance to prior years
  • Your business has seasonality
  • You want to be able to create dashboards that show website analytics over multiple years

If you’re still having trouble deciding if saving your UA historical data is the right move, the analytics and lead-tracking specialists at Search Influence are here to help.

How to Back Up Universal Analytics Data With Search Influence

Search Influence will back up your Universal Analytics data by exporting the data to one of two destinations for long-term storage. Then, we’ll use that as a data source to produce a new dashboard allowing you ongoing visibility into the data.

The cost of the dashboard and backup depends on how much data we back up — which is driven by how many years of data, the amount of data, and if you want monthly, weekly, or daily data.

We have recommendations for these parameters and can help you decide the best backup strategy.

Current pricing is valid through May 24, so act now for the best rate. June 14 is the final date to sign up to ensure your backup will be completed by the deadline.

If you are a client and would like to take advantage of our backup Universal Analytics data service, contact your account manager.

This service is available to you even if you are not a current Search Influence client!

If you are not a client, please fill out our website contact form, and we’ll respond quickly. You can also call our office at (504) 208-3900 and press 1 for sales.