Introduction
As Google has announced the discontinuation of Universal Analytics by July 2024, if you want access to your historical data you must export it before it becomes inaccessible. This post will give you five different methods you could choose to export your data from Google’s Universal Analytics, each with its unique advantages and limitations. These options will only be available until the end of June 2024 based on Google’s timeline.
Option 1: Direct Export from Google’s Universal Analytics
How it Works
You can directly export reports from Google’s Universal Analytics interface. This is the simplest method and is ideal for quick exports. Exports can be done to PDF (with charts) or just tabular data to CSV (for spreadsheets).
Pros and Cons
- Pros: Easy to use, no additional tools required.
- Cons: Limited customisation, can only export what is available in the interface.
Option 2: Google’s Universal Analytics API
How it Works
For more advanced needs, you can use Google’s Universal Analytics API to pull data. This method requires some programming knowledge.
Pros and Cons
- Pros: Highly customisable, can pull almost any data.
- Cons: Requires programming skills, more time-consuming to set up.
Option 3: Export to Google BigQuery
How it Works
This involves using the API (see above) or third-party connectors like Supermetrics BigQuery Connector to export your Universal Analytics data to Google’s BigQuery. This is a more advanced option that allows for comprehensive data storage and analysis.
Pros and Cons
- Pros: This is the best option if you need to store large volumes of data and perform complex queries. It’s also beneficial for those who want to integrate analytics data with other systems like dashboards (e.g. Looker Studio).
- Cons: Requires a deeper understanding of Google’s Universal Analytics data structure, and data analytics and may involve costs for using BigQuery services.
Option 4: Google Sheets Add-on
How it Works
The Google Analytics Spreadsheet Add-on allows you to access Google’s Universal Analytics data right within Google Sheets. This is particularly useful for creating custom reports and dashboards.
Pros and Cons
- Pros: Easy to set up, can automate data retrieval, integrates well with other Google services.
- Cons: Limited by Google Sheets’ capabilities, may require some Google Sheets formula knowledge.
Option 5: Universal Analytics Query Explorer
How it Works
Universal Analytics Query Explorer allows you to tap into the power of Google’s Universal Analytics Reporting API without writing code. You can formulate data queries using several fields such as dimensions, metrics, filters, etc. Once successful, you can export the data in the form of a table and a link to a .TSV file.
Pros and Cons
- Pros: No coding required, highly customisable, can handle complex queries.
- Cons: Requires a deep understanding of Google’s Universal Analytics dimensions and metrics, not as straightforward as other methods.
Conclusion
If you need to export Google’s Universal Analytics data one of these methods will work for you depending on your specific needs and skill set. Whether you need a quick or highly customised export, there’s a method that’s right for you. Given the impending discontinuation of Universal Analytics, it’s advisable to act soon to preserve your historical data. You will not be able to export data after the end of June 2024.