Urgent Action Required: Google Analytics Removal and Data Preservation

By Owain Powell

10th May 2024

Attention Business Owners and Marketers,

Google Analytics, as you know it, is being discontinued by Google, and this will directly impact your valuable data! Starting July 1, 2024, Google Analytics, including all historical data predating Google Analytics 4 (which we hope you’ve migrated to), will be permanently removed.

To confirm this imminent change, please log in to your Google Analytics account, where you’ll encounter the following critical notification:

“This property is no longer processing new data and will be permanently deleted on July 1, 2024. If you haven’t completed migration, go to the Setup Assistant to get started with Google Analytics 4 (GA4). To maintain access to data from this property, you should download your data now.”

Losing this data means potentially losing insights beyond what GA4 has captured, likely limited to the past year or so. For businesses with longer operational histories, it’s absolutely imperative to secure as much historical data as possible before it’s irretrievably lost.

Immediate Steps: Preserve Your Data

Export Crucial Metrics:

• Traffic Sources: Understand where your traffic originates (organic search, direct, referral, social, paid) and identify specific referring domains.
• User Behavior: Capture pageviews, unique pageviews, average session duration, and bounce rate for key pages.
• Audience Insights: Gather demographics (age, gender), interests, and geographic locations (countries, cities) of your audience.
• Conversion and E-commerce Data: Track goal completions (e.g., form submissions, sign-ups), revenue, transactions, and conversion rates.
• Device and Browser Breakdown: Identify which devices and browsers your visitors use.

This process may prove challenging for those new to analytics, but we’re here to assist. If you require guidance or support with exporting your data, please don’t hesitate to contact our team at ADAO. We’re dedicated to ensuring you retain critical insights for your business’s success.

Act swiftly to safeguard your data and maintain continuity in your analytics strategy. Your data is invaluable, and we’re committed to helping you navigate this transition smoothly.