The overwhelming majority of websites utilizing on-site analytics reporting have implemented Google Analytics.
Together with Google Search Console, these free analytic tools provide information designed to help you edit or improve your site’s performance based on real-time data.
The latest Google Analytics 4 has significantly upgraded the reporting and data supplied, and the switch over from the soon-to-be-obsolete Universal Analytics has provided a time window for action.
However, on July 1, Google is finally deleting ALL your Universal Google Analytics data.
Your historical data stored in your Universal Google Analytics account will be deleted, removed, or gone—and worse, it will be irretrievable.
The good news is that you can maintain access to your most important data with an archive.
But you must act BEFORE July 1.
Many businesses will wish to retain their historical website traffic, trends, and conversion data.
This will allow you to view how your pages have performed over the years, including the performance of your Search Engine Optimization (SEO) campaigns pre-GA4 installation.
To be clear again, you must act before July 1. After that date, you lose that data.
Save the data!
Crucial actions to take:
- Carry out a Data Export / Download before JUNE 30
- Replace Universal Analytics conversions and audiences to avoid paid campaign disruptions.
- Update any APIs, third-party connections, etc, relying on Universal Analytics data.
- Turn off any data transfer systems sending data to Universal Analytics.
Note: If you have only recently installed Google Analytics 4, relax; there is nothing to worry about.
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