You know that Google Analytics 4 has been around for a bit now, and people have slowly been getting used to it as we move closer to saying goodbye to Universal Analytics. Not only is it important to make sure you are familiar with this version of the tool when Universal Analytics sunsets, but you want to make sure everything important has been moved over.
One of the things you want to see transferred over to GA4 is you historical data.
Historical data allows you to compare data collected from years ago and compare it to your website’s current performance. It offers incredible insight into your user experience, behavior and web traffic.
In the Search Engine Journal column written by Kayle Larkin, she will show us if we can merge data into GA4 and three DIY ways to save your historical data.