As of July 1, 2023, all standard Universal Analytics (UA) properties began their sunset journey. But fear not! You can still access your UA property’s data through the user interface and API until July 1, 2024. However, before you rush to archive your data, let’s take a moment to strategize.

Before You Archive:

Before diving headfirst into archiving, consider these key points:

Selective Archiving: You don’t need to archive every granular detail. Assess your business needs and archive data accordingly.

Business Alignment: Align your data archiving efforts with your business decision-making processes. Ensure that the effort invested justifies the return.

Stakeholder Analysis: Identify stakeholders reliant on UA data. List the reports they use regularly and those crucial for strategic planning.

Limitations to Keep in Mind:

While UA data archiving is essential, there are limitations to be aware of:

Hit Level Data: Standard UA properties can’t export hit-level data to BigQuery.

Aggregate Data: Exporting all combinations of metrics, dimensions, and timeframes for aggregate data isn’t feasible.

How to Archive UA Data:

Now, let’s explore efficient ways to archive UA data:


UI Export: For smaller properties, create reports in the UI and export them to Sheets or CSV. Note the 5000-row export limitation.

Google Analytics Spreadsheet Add-on: Utilize this recommended method for efficient archiving. Install the add-on, use the provided template report, update the View ID and date ranges, and run reports. This method streamlines data export for commonly used reports, facilitating seamless integration with BigQuery or Looker Studio.

Custom Solutions: If standard methods fall short, explore building custom solutions using the Google Analytics Reporting API v4. Alternatively, leverage the expertise of Google Marketing Platform Certified Partners for tailored solutions.

Archiving UA data is crucial for maintaining historical insights and supporting future strategies. By aligning your archiving efforts with business needs and leveraging efficient tools like Google Sheets and the Google Analytics Spreadsheet Add-on, you can ensure seamless transition and continued data accessibility beyond the sunset of standard UA properties. Embrace the opportunity to future-proof your data strategy and unlock valuable insights for your business.

Make sure you are ahead of the curve when it comes to your GA4 data with the leading SEO agency in Essex! Get in touch with us, today!