Preserving 17 Years of Universal Analytics History for a Healthcare Practice

01// The broken state

NHP needed a secure, comprehensive backup of its Universal Analytics history spanning 2006 to 2023. The goal was to preserve every important metric and dimension in a usable format so the practice could keep analyzing audience behavior and marketing performance after Universal Analytics was retired.

02// What we changed

1. aBacked up the full Universal Analytics history from 2006 to 2023 to maintain a complete historical record
2. bPreserved marketing attribution data, including Default Channel Group, Source, Medium, Referrer, and Campaign
3. cCaptured technology and device data, segmenting mobile and desktop users and recording Device Category, Browser, Operating System, and Screen Resolution
4. dRetained audience behavior metrics at daily granularity (Page Views, Unique Page Views, Avg. Time on Page, Bounce Rate, % Exit, Goal Conversion Rate) to support hourly, weekly, monthly, quarterly, and yearly analysis
5. eRecorded top landing, exit, and entrance pages at daily granularity with Users, New Users, Sessions, Bounce Rate, Pages/Session, and Avg. Session Duration
6. fDelivered the backup in Excel format for ongoing analysis and reporting

03// The outcome

Before Universal Analytics shutdown, 17 years of historical data spanning 2006 to 2023 was exported to Excel at daily granularity. The 769 MB backup preserves marketing attribution, audience behavior, and page-performance metrics, keeping NHP's history accessible for ongoing analysis.