How to remove Google Analytics without losing data

Leaving Google Analytics does not have to mean losing your history or your bearings. This is the plan we use when we do it for customers.

1. Write down what you actually use

Open Google Analytics and list the reports you looked at in the last three months. For most sites it is short: visitors over time, top pages, where visitors come from, campaigns, and two or three conversions such as a contact form or a purchase.

2. Export the history you want to keep

Google Analytics does not move to other tools. Export the reports you care about (monthly visitors, top pages, top sources for the last year or two) to spreadsheets, so you can compare later. Google keeps user-level data for 2 or 14 months, but aggregated reports stay available while the property exists.

3. Add the new tool next to Google Analytics

Install the cookieless script alongside Google Analytics. With Statsdot it is one line in the page head, or a plugin on WordPress. Run both for at least two weeks.

Do not expect identical numbers. Google Analytics only counts visitors who accept cookies, while a cookieless tool counts everyone, minus bots. Cookieless numbers are usually higher.

4. Rebuild your conversions as goals

For each conversion in Google Analytics, create the equivalent in the new tool: a page goal (the thank-you page, for example /thanks) or an event (Signup, Purchase). See Events and goals.

5. Keep your campaign tags

UTM tags work the same everywhere. Keep tagging your newsletter, ads and social links: the campaigns guide has a naming scheme that stays tidy.

6. Switch and clean up

Remove the Google Analytics tag (and Google Tag Manager, if it only served analytics). Then review your cookie banner: if analytics was the only reason for it, you may need much less, or none, depending on what else your site loads. Our free site check lists what is left.

Prefer we do it?

Our setup service does all of the above for you, including the goals and a review of your banner.