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Export Universal Analytics Data

Universal Analytics properties will no longer be available to users starting July 1, 2024. Here's how to export your data before the deadline.

Introduction

Universal Analytics (UA) is the previous version of Google Analytics, which ceased collecting new data with the official launch of Google Analytics 4 (GA4) on July 1, 2023. Google Analytics users will no longer be able to access their UA accounts and data starting July 1, 2024. In order to continue to access historical analytics data, users must manually export their UA data before the July 1, 2024 deadline.

Options for UA Data Export

UA users have four options for exporting their data.

  1. Google Sheets or Excel
    • The simplest method involves exporting UA data to spreadsheets. You can use tools like the Google Analytics Add-On for Google Sheets to automate and streamline this process. However, it may require manual refreshing and can be cumbersome for large datasets.
    • You may also simply export UA views to .csv files that you can then access with Microsoft Excel or your preferred spreadsheet software.
    • Google Sheets can be integrated as a data source with Looker Studio to provide dashboards and reports for your exported UA data.
    • This is the approach we recommend for users who are comfortable with spreadsheets and basic data visualization software like Looker Studio.
  2. Google Analytics API
    • For more technical users, the Google Analytics Reporting API provides a more automated way to extract data via scripting and store the data in a database of your choice. This method offers flexibility and can handle large datasets but requires knowledge of programming languages like JavaScript or PHP, as well as SQL and database management.
    • This option is advanced and only recommended for departments and units with in-house technical staff.
  3. Cloud Storage
    • Exporting UA data to cloud storage solutions like Google BigQuery allows for the handling of large datasets and integration with other Google products, but is an advanced solution. This method is suitable for departments and units with in-house Data Analytics capabilities and a need for long-term storage and analysis of UA data.
    • Cloud Storage via Google BigQuery has associated costs that vary based on storage and query quotas. Anyone interested in this option should become familiar with BigQuery’s pricing structure.
    • This option is advanced and only recommended for departments and units with in-house technical staff.
  4. Work with a vendor
    • Departments and units lacking the in-house technical expertise to pursue the above options may consider engaging a third-party software vendor or data analytics agency to handle the data export process.
    • Vendor options include Supermetrics, Analytics Canvas, Funnel.io, and others.
    • Pricing varies, and these vendors have not necessarily been vetted or approved by the university. Departments and units interested in working with a software vendor should go through the proper procurement and purchasing steps required by the university.

Recommended Approach: Google Sheets and Looker Studio

This section provides an overview of what we think is the best method for most users to export and visualize Universal Analytics (UA) data using Google Sheets and Looker Studio (formerly Google Data Studio).

Install the Google Analytics add-on for Google Sheets

  1. Open Google Sheets.
  2. Go to Add-ons > Get add-ons.
  3. Search for “Google Analytics” and install the official Google Analytics Spreadsheet Add-on.

Set up the Google Analytics add-on

  1. Open the Google Analytics add-on from the Add-ons menu.
  2. Click “Create new report.”
  3. Configure the report by selecting the desired UA views, metrics, dimensions, and settings.
  4. Click “Create report.”
  • You may need to manually refresh the data by selecting “Run reports” from the add-on menu.
  • For very large datasets, this method can become cumbersome and may require splitting your data into smaller datasets or multiple sheets.

Integrate Google Sheets with a Looker Studio dashboard

  1. Open Looker Studio and log in using the same account you used to set up the Google Sheets data source.
  2. Connect the Google Sheets file containing your Universal Analytics data as a data source in Looker Studio.
  3. Create a new report, or select a compatible Universal Analytics report template from the Looker Studio Report Gallery.
  4. Select the Google Sheets data source you set up as the data source for your new dashboard.
    • If you are cloning an existing report that uses Google Analytics as the data source, you may need to change the configuration of the report to display data from Google Sheets instead.

Additional Resources

This approach can still prove tricky for users who are new to Looker Studio or exporting Google Analytics data. In addition to the official Google documentation linked throughout this page, there are many tutorials available online to help walk users through the process. Some helpful resources include: