Synapse, a leading performance marketing firm, announced today the launch of their new data extraction tool, ADE (Analytics Data Extractor). ADE is currently the only known tool that can extract completely unsampled data from Universal Analytics (UA) across large data sets.
Google announced they will be replacing Universal Analytics with Google Analytics 4 (GA4). As part of this transition, Google also announced that standard UA accounts will stop collecting data as of July 1st, 2023 and that companies will lose access to their UA data on July 1, 2024. ADE provides companies the opportunity to preserve their historical Google Analytics data before Google deletes it.
Using ADE, Synapse is able to extract 5 years’ (or more) worth of historical GA data. The agency is then storing the analytics data in BigQuery and building Looker Studio dashboards from the BigQuery data so that companies can directly access, analyze and manipulate their historical GA data. BigQuery is the only database that has a direct integration with GA4, making it easier to combine GA3 and GA4 data in the future. BigQuery’s BI engine also helps dramatically increase the speed with which the Looker Studio reports populate and refresh.
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ADE was created out of a need by Synapse clients to preserve their UA data. Agency co-founder Paul Benson said, “We were consistently asked by clients if there is a way to preserve their GA3 data and after looking into potential solutions we found that there was nothing on the market that could avoid sampling. Sampling is a common issue we run into with standard GA accounts, but it’s a much bigger issue when trying to extract years’ worth of historical data. ADE avoids sampling by using an automated process to pull small data sets and then stitch them together. We can use this automated process to pull virtually unlimited data sets based on the client’s needs.”
Co-founder Mark Casali added, “Building ADE was an important first step. But we also needed to make sure that the extracted data could be accessed and utilized by our clients. We quickly saw the need for BigQuery, where we can store large amounts of data and directly integrate that data with Looker Studio. Now, our clients can run custom reports by day and various dimensions, similar to the capabilities in GA.”