Universal Analytics Will Be Deleted by July 2024. What Now?


By Radinka

As marketers, the day that we have all dreaded has arrived: Google recently announced that they will be deleting Google Universal Analytics (UA) on July 1st 2024. This announcement has brought up a significant question that a lot of marketers and business owners are currently grappling with, “How do I keep my old UA data and where?” It’s important to still have your UA data as you’d still want to look back on your historic data. 

Google has recommended manually downloading your historical UA data. While this would be an easy option for websites with a small number of pages or limited data history, it poses challenges for those who have utilised UA for years and manage extensive web content.

Downloading the data may seem convenient for most users, however it means that tens of gigabytes worth of data in Excel spreadsheet format will be stored in your computer, resulting in poor data usability and poor data governance. Excel also has a limit in the number of rows that it can store. 

As seasoned digital marketing experts with over 16 years of experience, we strongly recommend exploring cloud data warehousing.

There are many advantages of putting your data in a warehouse, with the primary benefit being having complete autonomy and control over your data, eliminating your dependence on platforms such as Google. In the event of service discontinuation, your data remains securely stored and readily available.

At Fastrack Digital, we provide more than just data warehousing services. We provide customised dashboard service, so that you can easily access your historic data with even more control. By owning your data, you gain the flexibility to analyse and manipulate them however you want, while we can help uncover insights tailored to your specific business needs.

Last but not least, we are able to seamlessly integrate your UA and Google Analytics 4 (GA4) data. Gone are the days of going back and forth between two separate dashboards and manually comparing UA and GA4 data. With our custom built dashboard, you can conveniently access all your website data through a single unified dashboard. This also opens up opportunities to connect other marketing platforms with your custom built dashboards. 

Contact us now to start owning your own data.

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