Good news for those behind on exporting their Universal Analytics (UA) data. Google Analytics has finally put a date on the loss of historical data: For free customers, you will stop collecting data in Universal Analytics as of July 1, 2023. Current Universal Analytics 360 contract holders will be able to create standard Universal Analytics properties and upgrade them to 360 to continue data processing. You can read more about other important UA, GA4, and Analytics 360 milestones on the Google Analytics Help page. However, remember to export your historical data before you lose access on July 1, 2024.