As the digital fundraising landscape evolves, so do the tools we use to analyze it. Google Analytics has been a cornerstone for many organizations, providing invaluable insights into website traffic, user behavior, and marketing performance. However, with progress comes change, and it’s time to bid farewell to an old friend – Google Analytics Universal Analytics (UA).

Starting in July 2024, Google will be sunsetting Universal Analytics, meaning that users will no longer have access to historical data within the platform. This change is part of Google’s ongoing effort to streamline its analytics offerings and focus on the more advanced Google Analytics 4 (GA4). While this transition may seem daunting, it presents an opportunity for businesses to reassess their analytics strategy and ensure they’re prepared for the future.

Why is Access to UA Data Being Removed?

The decision to remove access to Universal Analytics may come as a surprise to some users, especially those who have relied on it for years. However, there are several reasons behind Google’s decision to sunset UA:

1. Simplification: Google aims to simplify its analytics ecosystem by focusing on a single platform – Google Analytics 4 (GA4). Consolidating resources and features allows for better integration and more cohesive reporting.
   
2. Enhanced Capabilities: GA4 offers advanced features such as cross-platform tracking, machine learning-powered insights, and improved user-centric measurement. By shifting focus to GA4, Google can provide users with more powerful analytics tools.
   
3. Future-Proofing: As technology evolves, so do user behaviors and expectations. GA4 is designed to adapt to these changes and provide businesses with the insights they need to stay ahead of the curve.

What Should You Export Before the Sunset?

While the retirement of Universal Analytics may mark the end of an era, it’s essential to preserve your historical data for future reference and analysis. Here are the top reports we recommend exporting before the sunset:

1. Audience Overview: This report provides insights into your website visitors, including demographics, interests, and geographic location. Exporting this data allows you to better understand your target audience and tailor your marketing efforts accordingly.
   
2. Acquisition Overview: Understanding how users find your website is crucial for optimizing your marketing channels. Exporting acquisition data allows you to identify which channels drive the most traffic and conversions, helping you allocate your resources more effectively. This is likely where most of your fundraising campaigns live. We recommend pulling as much as you can, but at minimum at least two years of results on your tentpole campaigns like End of Year.
   
   TIP: Make sure you add in the “Ad Content” field if you are using ad content to help identify audience behavior. This does need to be added manually and isn’t part of the canned report set-up.
   
   
3. Behavior Flow: The behavior flow report visualizes the path users take through your website, highlighting popular pages and drop-off points. Exporting this data can help you identify areas for improvement in your website’s navigation and user experience.
   
4. Conversion Tracking: Tracking conversions is essential for measuring the effectiveness of your marketing campaigns. Exporting conversion data allows you to analyze conversion trends over time and identify opportunities for optimization. Note – You may not have this turned on. If you don’t, consider adding it to your GA4.

As we bid farewell to Google Analytics Universal Analytics, it’s essential to take proactive steps to preserve your historical data and prepare for the future. By exporting key reports before the sunset, you can ensure that you have access to valuable insights that will inform your marketing strategy for years to come. Embracing Google Analytics 4 (GA4) and its advanced features will position your organization for success in an ever-changing digital landscape.