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Google Universal Analytics Data Deletion in July 2024: Essential Steps for Small Businesses

Google has announced that all data from Universal Analytics (UA) will be deleted on 1st July 2024. This development is critical for small businesses that have relied on UA for insights and decision-making. As we approach this deadline, it is essential to act quickly to secure your data and transition to Google Analytics 4 (GA4).

What This Means for Your Business

Universal Analytics has long been the go-to tool for tracking website performance and user behaviour. With its impending deletion, businesses stand to lose years of valuable data. This change necessitates a shift to GA4, which offers advanced tracking and analytics capabilities.

Immediate Actions Required

1. Identify Critical Data

Start by determining which data points are vital for your business operations. Focus on key metrics like traffic sources, user behaviour, and conversion rates. Historical data is crucial for understanding trends and making informed decisions.

2. Export and Store Your Data

Ensure you export all critical data from UA before it is deleted. Use tools like Google Sheets or Excel to save reports securely. Focus on comprehensive data sets, ensuring you capture essential metrics over relevant periods.

3. Transition to Google Analytics 4

GA4 is the future of Google Analytics, offering more robust and flexible features. It provides a user-centric approach, enhanced tracking, and better integration with other Google products.

Understanding Google Analytics 4

GA4 addresses many of UA’s limitations, providing deeper insights into user interactions. Here are some key features:

  • Event-Based Tracking: GA4 focuses on events rather than sessions, allowing for more detailed user behaviour analysis.
  • Predictive Insights: Utilise machine learning to gain predictive insights, such as the likelihood of a user making a purchase.
  • Cross-Platform Tracking: Seamlessly track user interactions across websites and apps, providing a holistic view of the customer journey.

Preparing for the Transition

Moving to GA4 is not just about preserving your data; it’s about leveraging new capabilities to enhance your business operations.

1. Proper Setup

Ensure GA4 is set up correctly to capture all necessary data. Consider working with a digital marketing expert or an agency to ensure accurate setup and data collection.

2. Educate Yourself

Take the time to learn how GA4 works. Google offers numerous resources, including tutorials and documentation, to help you get up to speed. Understanding the platform’s capabilities will enable you to make the most of its features.

3. Integration

GA4 integrates well with other Google tools, such as Google Ads and BigQuery. Make sure you utilise these integrations to enhance your data analysis and marketing efforts.

Seeking Professional Assistance

The transition from UA to GA4 can be complex, especially for small businesses with limited resources. Professional assistance can ensure a smooth transition and help preserve your critical data. At O’Brien Media, we specialise in helping businesses navigate this transition. Our team can provide tailored advice and support to ensure your analytics setup is robust and effective.


The upcoming deletion of Google Universal Analytics data marks a significant shift in digital analytics. For small businesses, the key is to act now: identify and export critical data, transition to GA4, and leverage its advanced features. Embracing GA4 will not only preserve your historical data but also provide you with powerful tools to drive future success.

For detailed information and expert assistance, visit O’Brien Media. Our team is ready to help you navigate this transition and ensure your business continues to thrive in the digital landscape.

Prepare today to secure your business’s future tomorrow.