Moving from Universal Analytics to Google Analytics 4: Why Your Data is In Danger

In July 2023, Google Universal Analytics properties will stop collecting data from your website. Google is encouraging to make a switch to Google Analytics 4, which is a new version of their platform. It introduces many changes, from the way events are set up, to how their primary metrics work.

However, there is an even bigger cause for concern than these changes under the hood.

In Google Analytics 4, you can no longer store your data for unlimited periods of time. Your historical data from Universal Analytics will also be eventually deleted.

In this webinar, we show you what this change means for your business or agency and how you can prevent a data crisis from happening. While we don’t show you how to set up Google Analytics 4, we show you how to keep your data intact.


  • What the move from Universal Analytics to Google Analytics 4 means for historical Universal Analytics data
  • How to export and save your Universal Analytics data
  • How data is retained in Google Analytics 4 and why it's an issue
  • What you can do to protect your historical data + ensure your Google Analytics 4 data is safe