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Once Universal Analytics services close, the following important data will be lost:

Attribution Projects associated with Attribution (beta) in Google Analytics will be deleted.

Audience lists in Universal Analytics will be discontinued.
This could affect the effectiveness and performance of ad campaigns that utilize these lists for targeting purposes.

New conversions, including goals and ecommerce transactions, will stop being tracked.
This includes conversions within linked advertising accounts. The impact of this change may be significant, particularly for ad campaigns utilizing Smart Bidding strategies reliant on these conversions.

API requests associated with Universal Analytics properties will no longer function.
This includes requests for deleting Universal Analytics data via the User Deletion API. Consequently, tools reliant on this API, such as Looker Studio, will no longer display any Universal Analytics data.

Requests for BigQuery export and backfill of historical data from Universal Analytics 360 properties will only be accepted until June 30.
Any data previously exported will remain accessible in BigQuery.

Storing your Google Universal Analytics data provides several important benefits:

Meeting Compliance Requirements:
Fulfill any legal or regulatory obligations that mandate the retention of user data for a defined period.

Keeping Historical Insights:
Retain valuable past trends and user behaviors essential for future strategic decision-making.

Ensuring Data Continuity:
Ease the transition to Google Analytics 4 by ensuring historical data is readily accessible for comparison.

A simple yet limited option is exporting data directly from the UA interface. This approach enables you to export individual reports in various formats suitable for different platforms, such as Excel and Google Sheets. However, the primary limitation is that you can only export one report at a time. Unless you have a lot of time available and can build a system to manage a HUGE list of report documents without losing track of the data they contain for the last up to 10 years, you may find it more efficient to ask for help.

Export your UA data for the last 5 – 10 years 

Google Universal Analytics provides a wealth of data about user behavior, traffic sources, conversions, and more. By exporting this data to BigQuery, you can consolidate and analyze all aspects of your website and app performance in one place.

Store BigQuery data for Custom Data Exploration 

BigQuery allows you to run complex SQL queries on your Universal Analytics data, enabling you to explore and analyze specific segments, cohorts, or dimensions that are not readily available in the Google Analytics interface.

Visualizing UA data in Looker Studio 

Provides you with a powerful data analytics and reporting solution, enabling you to make informed decisions, optimize your user acquisition strategies, and ultimately drive better business outcomes.
You can visualize your Universal Analytics data in various formats, such as charts, tables, and scorecards, making it easier to identify trends and patterns


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