Google UA Historical Data will be Lost in July 2024

Akanksha Chandan
3 min readAug 11, 2023


All users will lose access to the Universal Analytics user interface and API starting on July 1, 2024. The UA Historical data will be deleted soon.

On July 1, 2023, Google announced, “All users, including those accessing 360 properties, will lose access to the Universal Analytics user interface and API starting on July 1, 2024. We know your data is important to you, and we recommend that you export your historical reports before this date.”

Why does it even matter?

The announcement from Google regarding the discontinuation of the Universal Analytics (UA) user interface and API will impact users in the following ways:

Loss of Access: Users will lose access to the Universal Analytics user interface and API, making it impossible to interact with and manage their data through the current UA platform.

Transition to Other Platforms: Users will need to transition to alternative analytics platforms, such as Google Analytics 4 (GA4) or other third-party analytics solutions (if they haven’t already), to continue tracking and analyzing their website or app data effectively.

Exporting Historical Data: Users will need to export their historical reports before July 1, 2024, to ensure they retain access to their valuable data for analysis and decision-making.

Trend Analysis: Analyzing historical will help you identify patterns, trends, and seasonal variations in user behavior and website/app performance. This information will be valuable for making informed decisions and optimizing strategies.

Regulatory Compliance: Certain industries and regions have data retention requirements for compliance purposes. Storing historical data will ensure that you’re adhering to these regulations.

Strategy Evolution: Studying historical data will guide the evolution of your marketing, content, and user engagement strategies by highlighting what has worked well in the past and what needs improvement.

Cross-Platform Analysis: When you migrate to a new analytics platform, having historical data will facilitate cross-platform analysis, enabling you to compare insights from different analytics solutions.

Long-Term Insights: As technology and user behavior evolve, historical data will provide a valuable source of insights about how your website or app has adapted and changed over time.

How can I export and store the historical data?

There are currently several ways to export data from your Universal Analytics property:

  1. Exporting individual reports in the formats like CSV, TSV, Excel, Google Sheets, PDF, etc.
  2. Using Google Analytics Reporting API to export data to cloud storage and connecting to Looker Studio for data visualization.
  3. Using third-party tools like Supermetrics or Adverity.

Besides these three approaches, it’s highly important to consider hiring Google Analytics experts from a certified company. All three options mentioned earlier demand a certain level of technical know-how and a significant time commitment. Choosing to work with specialists simplifies the process and ensures a smoother experience.

In a Nutshell,

To preserve the wealth of historical insights contained within the UA system, exporting historical UA data before the cut-off date is essential.

Given the technicality and time investment involved, enlisting specialists can streamline the process, ensuring accurate data transfer and setting the stage for seamless navigation of the evolving analytics landscape. As we stand on the precipice of change, the wisdom lies in recognizing the significance of historical data and embracing expertise to safeguard its continuity and utility in the future.



Akanksha Chandan

MBA — Marketing & International Management | Marketing Team Lead @ Grazitti Interactive | Sprouting Interest in Psychology