How to save your Universal Analytics data before Google pulls the plug

by Brook Barker and Marissa Sanchez

Remember the buzz around Google sunsetting Universal Analytics (UA) on July 1, 2023? Well, fasten your seatbelts because the next leg of this journey is just around the corner.

On July 1, 2024, Google will begin the process of deleting UA data, 
marking the official end of the transition to Google Analytics 4.

Google has stated that this process is set to complete within a week, emphasizing the urgent need for you to take action. If your decision-making relies on historical data, now is the time to export your UA data before it disappears for good.

Sorting through the vast amount of data within your Universal Analytics account can feel overwhelming. That’s why we’ve put together this guide to highlight the essential reports and data you’ll want to save, as well as the best methods for downloading this information before July 1, 2024.

To preserve insights into historical traffic trends, outcomes of paid campaigns, valuable lead information, and the performance of specific pages on your site, we recommend exporting the following reports:


Provides a comprehensive overview of traffic sources, including direct, organic, and other. This report offers clearer insights than those available through source/medium or campaign analyses.


Crucial for a retrospective evaluation of the performance of all your tagged paid campaigns


Offers detailed insights beyond the Channels report, especially regarding how users arrived at your site.

Landing Pages

Highlights the most common entry points to your site, invaluable for gauging the impact of specific content or SEO strategies.

All Pages

Offers insights into the performance of every page on your site, from the most to the least trafficked. Grouping URLs provides visibility into specific page types, such as VRPs and VDPs.

While various methods exist for data exploration, exporting reports individually is the most straightforward and user-friendly approach. Although time-consuming, this method allows for tracking progress over the years and facilitates data aggregation for a comprehensive overview.

How to export individual Universal Analytics reports

There are a few different options for exporting data from UA, including user-friendly options to help get you started.

Exporting reports individually is a reliable method that preserves historical data while also reducing data congestion by only saving your preferred reports. The key is to ensure you export your desired reports for your desired time frames. However, something to keep in mind is that each time frame must be done one at a time. So, if you want historical data broken down by month, export each month’s report separately. 

After deciding on the reports you’d like to save (such as Channels, Source/Medium, Campaign, etc.), here’s how to proceed:

  1. Navigate to the desired report in your Universal Analytics property.
  2. Select your time frame for the report.
  3. At the top of the report, click on the ‘EXPORT’ button.
  4. Choose your preferred format (PDF, Google Sheets, Excel, and CSV) for exporting your data.

Each format offers unique advantages, so your choice should reflect how you plan to use and store the data:


Ideal for preserving the visual format and integrity of your reports, ensuring data remains securely and accurately represented.

Google Sheets

Facilitates easy sharing and collaboration, seamlessly integrating with Google Workspace apps and various third-party tools for expanded future data applications.

Excel (XLSX)

Provides advanced data analysis features, such as pivot tables, charts, and formulas, and integrates with other Microsoft Office applications and tools for enhanced data manipulation.


Offers maximum compatibility, allowing import into nearly any database or spreadsheet software, affording flexibility in data usage down the line.

Exploring other export options from Universal Analytics

Aside from manually exporting your data as we outlined above, there are other methods designed to help you achieve the same goal. If you’re looking to export more than a few years worth of data from Universal Analytics, you may want to consider one of these alternative options to streamline the export process.


If you’re a Dealer Inspire client, you have access to Prizm, our dedicated platform to monitor your website and digital marketing performance. Because Prizm connects directly with your Google Analytics account, you’re able to access and export historical data from your pre-July 2023 Universal Analytics property.

There are three specialized legacy reports that enable a diverse level of analysis and insight into your past performance. You find these reports under the Analytics tab:

Overview – Legacy: A comprehensive snapshot of website metrics offering insights into overall performance and a breakdown of the performance of each default channel grouping within the selected timeframe.

Conversions – Legacy: A detailed perspective on all set-up conversions during the chosen time frame—providing total conversions, conversion rates, and conversion names, ensuring a comprehensive understanding of submitted leads.

Source – Legacy: A deeper dive into how traffic is entering your site. By combining the default channel group and source, you get a granular look into user acquisition, plus help identifying paid efforts.

Legacy tabs will be phased out after Google clears Universal data in July 2024. Consequently, although these tabs will still hold historical data, it’s imperative to export it now to avoid any loss.

Follow these steps to export your Universal Analytics data: 

  1. Login to your Prizm account.
  2. Select ‘Analytics’
  3. Select your desired ‘Legacy’ report. 
  4. Select the Dealer Group or Dealer Name to export. 
  5. Update the time frame to the intended time. 
  6. Choose your preferred format (PDF, CVS, Excel, or Image) for exporting your data. 
  7. Click the ‘Export’ button.
Google sheets add-ons

Using an add-on tool alongside Google Sheets is a method to automate the retrieval of your GA4 data without the need for coding. A tool like the Google Analytics Spreadsheet Add-On allows you to specify the dimensions, metrics, and time frames you want, as well as automate the process of data collection. Once you have your exported data, you can choose to leverage Google Sheets features or transfer the data to your preferred viewing platform.

Google Analytics reporting API

Another option is Google Analytics Reporting API. Unlike individually exporting the reports, the API requires some knowledge of Java, Python, or PHP. While the API might require some technical expertise, you can create your own dashboards to show your data and save time by automating the data retrieval process.

Export to BigQuery 

BigQuery is an additional option, but only for existing Google Analytics 360 users. Similar to the API, BigQuery requires some level of coding knowledge, in this case SQL. Even though you need some technical skills, BigQuery is a data warehouse, which means it’s well equipped for storing your historical data. Additionally, it integrates with other Google Cloud services, providing a multitude of options for utilizing your data. Please note, there could be an additional charge for using BigQuery.

Don’t wait to export your data

With July 1, 2024 only a short time away, it’s important to ensure you are planning and working towards storing your data today. Once your data’s gone, it’s gone forever—there’s no getting it back! 

Need more help with Google Analytics 4? Check out Dealer Inspire’s knowledge base for all the info you need to set up, maintain, and get the most of your analytics data.