Saving Your Treasures: How to Export and Use Old Google Analytics (UA) Data

Universal Analytics (UA) served as a marketer’s trusty compass for years, but with GA4 taking the wheel, many worry about their historical data. Fear not! While you can’t directly import UA data into GA4 (due to their different structures), there are ways to save and utilize your past insights.

Here’s your treasure map to saving your old GA data:

Unveiling the Methods:

• Manual Export (The Simple Shovel): This is perfect for grabbing specific reports. Navigate to your desired report in UA, customize it with filters, segments, or secondary dimensions for a precise dig. Then, click the glorious “Export” button in the top right corner. Choose your file format (CSV, Excel, etc.) and download your data. Remember, this method is limited to 5,000 rows and two dimensions.
• Google Analytics Reporting API (The Pickaxe for Power Users): This offers more flexibility, allowing you to export vast amounts of data. It’s a bit more technical, though. You’ll need to use the Google Analytics Reporting API with tools like Query Explorer. This lets you define the date range, metrics, dimensions, and filters for a more targeted excavation. The data can then be exported to Google Sheets or BigQuery for further analysis.

Using Your Unearthed Gems:

Once you have your data, here’s how to put it to good use:

• Trend Analysis: Compare historical data with current GA4 reports to identify trends and measure the impact of changes on your website or app.
• Benchmarking: Use your old data as a benchmark to set goals and track progress in GA4.
• Understanding User Behavior: Analyze past user behavior patterns to inform future marketing strategies.

Remember: While UA data won’t magically appear in GA4, it remains valuable for understanding your website’s history. By using the methods above, you can ensure these valuable insights continue to guide you on your marketing journey.