Universal Analytics (UA) has been well-loved by marketers for a long while. It has been a valuable tool for website owners to track user behaviour and performance. However, with Google sunsetting UA in favour of Google Analytics 4 (GA4), it’s crucial to archive your UA data before it becomes inaccessible after 1st July 2024. Read on for guidance on saving your data and explore different methods to ensure you don’t lose valuable insights.
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Why You Need to Save Your UA Data
Archiving your UA data is essential for several reasons. Historical data helps you understand trends, track performance, and plan for the future. Losing this data could leave you without insights into your past website performance, making it harder to make informed business decisions. Additionally, certain industries require data retention for compliance purposes.
Simple Steps to Download Your Data from UA
Identify the Data You Need
Before diving into the download process, decide which reports are most valuable to your business. Common choices include traffic sources, user behaviour, and conversion data. Navigate through UA to pinpoint the specific information you want to save.
Download and Repeat
Once you’ve identified a report, select the desired date range. Click the “Export” button near the date selector at the top right of the screen. You’ll see a menu with 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.
Important Tip: This method works well for a few reports. However, for large datasets, manual downloads can be time-consuming. Consider using third-party tools for automating the export process if you have extensive data.
Different Methods to Save Your Data
Manually Export Data (Free)
Manual export is straightforward and cost-effective. You can download your data as Excel or CSV files. This method is suitable for smaller datasets but can be cumbersome for larger ones due to UA’s row limitations.
Save Data to Google Sheets (Free)
Google Analytics offers an add-on for Google Sheets that allows you to save your data directly. This method is less time-consuming than manual export and makes it easier to share data with your team.
Use Google Analytics Reporting API V4 (Free)
For those with large amounts of data, the Google Analytics Reporting API V4 provides programmatic methods to access report data. This method requires basic coding skills, but Google offers detailed documentation to help you get started.
Export Data to BigQuery (Paid)
BigQuery is a cloud data warehouse (also Google) that can store and analyse large datasets. It’s powerful for in-depth analysis of your UA data but can be expensive. BigQuery offers on-demand and capacity-based pricing, making it suitable for businesses that need to analyse vast amounts of data.
Use Third-Party Tools (Paid)
Several third-party tools, like Analytics Canvas, can help export your UA data. These tools offer more features and flexibility than free options but come with a price tag. Evaluate the cost versus benefit to decide if this option is right for you.
Hire an Agency (Paid)
If you’re short on time or resources, consider hiring an agency to handle the data export. Agencies are experienced in using various software applications to organise your data efficiently. Pricing varies, so consult with agencies for specific costs.
Best Practices for Data Storage and Preservation
Here are a few considerations to help you decide how best to store and preserve your data.
Storage Options
- Cloud Storage is scalable and accessible. Some examples include Google Drive, Dropbox, and AWS S3.
- On-Premise Servers offer greater control over security, however, this may not be a viable option for some.
- External Hard Drives are a cost-effective and portable solution.
Security and Accessibility
- Regularly review access permissions, especially if staff leave or change roles.
- Encrypt data both in transit and while dormant.
- Check compliance with data protection laws like GDPR and CCPA.
Organising and Cataloging Data
- Use a structured filing system and metadata tags to make your life easier, especially if you need to store a large volume of data.
- Conduct regular audits to remove redundancies to keep the data clean and useful.
Data Backup and Protection
- Implement regular backups to multiple locations for a belt and braces approach.
- Have a documented data recovery plan for peace of mind.
- Use RAID systems for on-premise storage to prevent data loss.
Conclusion
By taking action now to archive your UA data, you’ll be well-prepared for the sunsetting of Universal Analytics and ensure that your historical data remains a valuable resource for your business. Follow the steps outlined above and choose the method that best fits your needs to safeguard your data before it’s too late.
