Universal Analytics (UA), a key component of digital analytics for the past decade, will be discontinued on July 1, 2024. This change presents an opportunity to protect your data and bridge the data gap between UA and Google Analytics 4 (GA4) or another website analytics platform. The recommended solution for this transition is BigQuery.

Once UA data is deleted on the given date, it will be impossible to retrieve reports or analyze historical data. In this scenario, BigQuery emerges as a reliable and efficient solution. This cloud-based data warehousing solution offers unmatched scalability, allowing you to manage large volumes of data effortlessly.

BigQuery's pay-as-you-go model is a game-changer. Unlike traditional data storage solutions, you only pay for what you use with BigQuery, eliminating concerns about inflated storage costs. This model provides efficient, streamlined data management that puts you in control.

Archiving your data into BigQuery is not just a good idea, but a necessity to future-proof your analytics data and analysis capabilities. BigQuery allows you to push unlimited data sources into it, setting the stage for continued growth and success.

To assist with the transition, a solution called UA Data Rescue has been developed. This tool allows you to preserve up to the last five years of UA data for future use.

The discontinuation of UA signifies the start of a new era in digital analytics. By acting now and migrating to BigQuery, you can ensure that your data remains secure, accessible, and ready to drive your success for years to come.