Unless it's already been backed up via API, years of Google Analytics Data is about to be lost, for any organizations that has had GA for a few years+.

Reporting data accessibility is already reducing every month, with permanent historical data deletion set for July 1, 2024.

Stacktics' Google Analytics Practice

Stacktics is a premier Google Analytics (Google Marketing Platform) and Google Cloud partner, one of the few in with top-tier credentials across the full Google stack in Canada. Since Google’s BigQuery within Google Cloud has become a native Google Analytics 4 (GA4) service, Stacktics is a leading driver of innovation and extending what’s possible with GA4.

We are a leading authority in Google Analytics 4 (GA4), offering comprehensive services that span from initial setup and configuration to advanced data analysis and insight generation, tailored to each unique business case.


Serving a diverse range of buy-side and sell-side customers, including e-commerce, banking, publishers, healthcare, and technology, Stacktics has the expertise to apply GA4’s powerful analytics to any business context.

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Custom GA4 Implementation

Tailor your GA4 environment to fit your unique business needs. From event tracking to conversion setup, we provide customized solutions that capture the full spectrum of your data.

GA4 Migration

Transition smoothly from Universal Analytics to GA4 with our end-to-end migration services, ensuring no data is left behind and setting up your new analytics suite for success.

UA Historical Data Backup

Preserve the valuable insights from your Universal Analytics with our data backup and migration services. Protect your historical data and ensure it continues to inform your business decisions.

GA4 Historical Data Backfill

Fill the gaps in your data history within GA4 to maintain a seamless analytical timeline. Our backfill services ensure you have a complete view of your metrics over time, facilitating accurate trend analysis.

GA4 360/Premium License

Google Analytics 360 (also referred to as GA4 Premium) provides higher limits for GA4 property data collection, reporting, retention and export to BigQuery.

Purchasing a license from a certified reseller like Stacktics means receiving a bundle of support hours from our certified GA4 experts at no additional cost.

Overview and History

Google Analytics is a comprehensive web analytics service offered by Google that tracks and reports website traffic, providing insights into user behavior, acquisition sources, and the effectiveness of marketing, content, and more. Over the years, Google Analytics has evolved, introducing significant updates and new versions to better meet the needs of digital marketers and analysts. The two major iterations you might be familiar with are Universal Analytics (UA) and Google Analytics 4 (GA4).

Universal Analytics (UA)

Introduced in 2012 as an improvement over the original Google Analytics platform, Universal Analytics offered more accurate user tracking through various devices and platforms. It became the standard for understanding user interactions on websites, providing detailed reports on user demographics, behavior, real-time site activity, conversions and more.

Google Analytics 4 (GA4)

Launched in October 2020, GA4 is set to replace Universal Analytics. Unlike its predecessor, GA4 uses an event-based data model to deliver a more comprehensive view of how users interact with a website or app across devices. It’s designed to be more adaptable to future online privacy regulations and shifts in consumer behavior, with a strong focus on user privacy and cross-platform measurement.

Key Features of GA4:

  • Event-based Measurement: Instead of sessions, GA4 focuses on events and parameters, making it more flexible in tracking user interactions.
  • Cross-platform Tracking: GA4 can track users across websites, apps, and software, providing a unified view of the customer journey.
  • Predictive Analytics: Utilizes machine learning to forecast future user behavior, such as potential revenue from specific segments.
  • Enhanced Integration with Google Ads: Improved linking capabilities with Google Ads, making it easier to measure and optimize campaign performance.
  • BigQuery Integration: All GA4 properties have free access to export data to BigQuery, enabling advanced analysis.

Transition from UA to GA4

Universal Analytics properties stopped processing data on July 1, 2023, for standard properties, and on July 1, 2024, for 360 properties, making the transition to Google Analytics 4 (GA4) urgent for users who wanted to maintain data continuity and leverage the latest analytics capabilities.


The shift from Universal Analytics to Google Analytics 4 represents a significant change in how data is collected, processed, and analyzed, emphasizing user privacy, cross-platform tracking, and predictive insights. Organizations and analysts using Google Analytics need to adapt to these changes to leverage the full potential of digital analytics in understanding and optimizing user experiences and marketing strategies.

Why Choose Stacktics for Your Migration?

As an esteemed Premier Google Partner, Stacktics boasts a remarkable track record of executing numerous GA4 and GA4 360 implementations for leading enterprises and organizations. Our team, composed of seasoned Google Analytics specialists, is committed to ensuring a seamless and highly optimized migration process.

Have a question, get an answer. We would be happy to chat.