Save the Date, Secure the Data


Flóra Szamosvári

4 min read

October 9, 2023

As web analytics tools tend to change quickly, businesses are faced with the crucial fact that it’s a  must to have some sort of plan on how to preserve and use the carefully collected and nurtured data in this new era.

We do not want to lose Universal Analytics data after the GA4 changeover, right?

The free version of Universal Analytics ended on July 1, 2023, while GA360 (the paid version of Google Analytics) has an extra 1 year to collect data. We will reach our measured data for standard Universal Analytics properties by July 1, 2024.

The new Google Analytics 4 (GA4) uses a different measurement method than Universal Analytics, therefore it’s not possible to import your data to Google Analytics 4 from Universal Analytics.

What about the data you have collected for years, and optimized the measurement in a way that gives valuable insights to your businesses?

To safeguard your valuable data, it’s crucial to initiate exports promptly!

If you choose not to export your data:

  • You lose valuable insights
  • You run the risk of missing out on future growth opportunities
  • Your marketing legacy could be diminished 
  • You might not fully capitalize on your marketing strategies
  • you could be left with an incomplete picture, impacting your ability to make well-informed decisions

Here is a quick help on how to preserve your Universal Analytics data including all businesses of different sizes in all industries. 

Exporting and using previously collected data has four different methods: 

  1. exporting individual reports
  2. using the Google Analytics Reporting API
  3. exporting your data to BigQuery.
  4. Use data pipeline tools 

Exporting individual reports from Universal Analytics 

Even though the method is a bit time-consuming, considering that you need to pull each report from Universal Analytics manually and save them into separate files, it can be a good opportunity for small businesses, where the data volume is lower. 

When exporting the data directly from Universal Analytics, you must pay attention to the data sampling, as ad-hoc queries of your data are subject to the following general thresholds for sampling:

  • Analytics Standard: 500k sessions at the property level for the date range you are using
  • Analytics 360: 100M sessions at the view level for the date range you are using

Exporting individual reports is not recommended due to the amount of data UA has. As the tables might need to be merged, there’s a high risk of human error.

Using the Google Analytics Reporting API

This API allows developers and analysts to programmatically access and retrieve detailed information about website and app performance, such as traffic sources, user behavior, conversions, and more.  

With the Google Analytics Reporting API, your business can unlock the full scope of your website data for more informed and agile decision-making processes.

As with almost every tool, Google Analytics Reporting API has limitations as well: 

  • 10,000 requests per view (profile) per day (cannot be increased)
  • 10 concurrent requests per view (profile) (cannot be increased)

Where can you use it?

Google Analytics API is used when you connect the dataset to dashboarding tools directly such as Looker Studio, Tableau, or Power BI. 

Also when you add the GA4 data to the WordPress / Drupal platforms via plugin, Google Analytics Reporting API is used. 

Exporting your data to BigQuery

This option is the best for Google Analytics 360 accounts. Once you’ve linked your Google Analytics property with BigQuery, the schema for your data will be automatically created in BigQuery. Once your data is in BigQuery, you can perform advanced analytics, create custom reports, and join it with other datasets for more in-depth insights.

Remember that exporting data to BigQuery can have associated costs, which tend to be between a few dollars to thousands of dollars depending on the dataset size.

Also, there are some limitations that companies often face, one of them is backfilling Universal Analytics data with Bigquery:
When you bring historical data from Universal Analytics into a BigQuery project, it’s stored in a raw, unprocessed form. To make it look and work like it did in Universal Analytics, you might have to do significant formatting. The amount of formatting needed depends on your specific tracking needs and the complexity of your data.

Furthermore, Universal Analytics backfill can be done only once. In case you have previously done it, you must look for other options.

Bad news for users of free analytics accounts: BigQuery is not available as an option for your business. However, if you have large volumes of data, the following options are tailored for you.

Use data pipeline tools

3rd party data export tools such as Supermetrics or Google Analytics Spreadsheet Add-on are perfect options in case you do not have Google Analytics 360. 

Why is it good?
It allows you to connect and integrate data from various sources, including advertising platforms, web analytics tools, and social media platforms.

Exporting the data is easy, however, you must take into consideration that  Google Sheets, which are most commonly used with these tools has its limitations:

  • Up to 10 million cells for spreadsheets that are created in or converted to Google Sheets.
  • 40,000 new rows at a time, the maximum number of columns of 18,278 columns.
  • Number of Tabs: 200 sheets per workbook.

Moreover, there are Google Analytics API limits that can cause headaches for marketers. And as we already mentioned above, the reporting API has its limitations as well.

Plus there are some general quota limits that you must take into account:

  • 50,000 requests per project per day, which can be increased.
  • 10 queries per second (QPS) per IP address.

What’s next?

Once you have the data exported to any database, it will enable the creation of custom dashboards and reports,  facilitating data-driven decision-making and improving the overall digital strategy.

We have already done this, so it’s your time to shine!
Are you stuck with it? Reach out to us and we can save your historical data. 

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Emese Bódi

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Kosárlabda szabályok

A kosárlabda csapatok 5 fős felállásban játszanak. A nevezett csapatokat csoportokba osztjuk, a sorsolást a tornát megelőző héten minden csapat részére kiküldjük. A mérkőzéseket hivatalos játékvezető vezeti. A mérkőzések egy pályán zajlanak. A csoportok első két helyezettje az egyenes kieséses szakaszba kvalifikálja magát. Az egyenes kiesés szakaszban a csoportmérkőzések során első helyezett csapatok a másik csoport második helyezettjével játszanak, ezt követően a vesztesek a harmadik helyért mérkőznek meg egymással, majd a győztesek vívják a döntőt.

Röplabda szabályok

Csapatlétszám: 6 fő max. 2 cserejátékossal
A játék időtartama:
  • A mérkőzés egy csapat által nyert egy játszmáig tart. 
  • A játszmát az a csapat nyeri, amelyik előbb ér el 25 pontot legalább 2 pont előnnyel. 24-24-es egyenlőség esetén a játszma addig folytatódik, amíg valamelyik csapat el nem éri a két pont különbséget. 
  • Mérkőzésidő max. 20 perc, ha ezen belül a fentiek alapján nem dől el a meccs, a 20 perc mérkőzésidő leteltével előnyben levő csapat nyeri a mérkőzést.
A csapat létszáma a pályán nem csökkenhet 6 fő alá. Azt a csapatot, amelyik nem tud az összetételi előírásnak megfelelő 6 főt a pályára állítani, a játékvezető “hiányos”-nak nyilvánítja.

Labdarúgás szabályok

Csapatlétszám: 5+1 fő.

Játékidő: 2×10 perc (szünet nélkül térfélcserével)

A mérkőzéseket 3×2 méteres kapukra játsszuk.

  • A mérkőzéseket a kispályás labdarúgás szabályai szerint bonyolítjuk le.
  • A mérkőzéseken csak hernyótalpas, terem- vagy edzőcipőben lehet szerepelni, fém, vagy gumi stoplis cipő használata szigorúan tilos! 
  • Ha bármelyik csapat létszáma a kiállítások, sérülések következtében 3+1 fő alá csökken, a mérkőzést be kell szüntetni. 

Introducing Nokia to website performance measurement through page speed measurement

Business background

Page speed has become an important factor for website owners and SEOs since Google began focusing more and more on user experience factors. If companies don’t adapt to this new mindset, they will lose their organic power.

Nokia has experienced an extensive page load time on most of its pages, but lacked proper measurable information about the performance of the website. It is challenging to adapt site-wise technical modifications without understanding what is really behind the curtain.

Our solution

Mito introduced a multifactor, multi locational-targeting page speed measurement and reporting system across different devices.

Our focus was to develop a measurement system from scratch that is able to report on different page speed KPIs so we can better understand what additional analyses are needed to increase the pages’ performance. We did not only focus on a page level measurement, but also grouped pages to page types that assists us in making more educated assumptions.

We paid attention to location modularity in order to extend the number of analysed locations to additional countries by adding new Virtual Machines to our framework.

We are able to measure different KPIs on both mobile and desktop so we can see how the site performance is realized across devices.

Our measurement system and dashboard provided us insights on what type of elements of the different page types might cause low speed performance and it helped us to further analyse the loading curve, just as the opportunities in Google PageSpeed Insights recommendations for the different page types.


We set up the measurement system and the dashboard that reports on website performance and opportunities.

Through properly tracking the page speed improvements, Nokia becomes a more powerful organic participant in the telco market in Google search, while they provide a better user experience for their visitors.

End to end measurement solution for Nokia

Nokia is an innovative global leader in 5G, networks and phones.

An international business of this size requires a comprehensive measurement strategy including responsible data collection, consistent management of tags and measurement codes, personalized website tracking and purposeful conversion rate optimization (CRO).

We kicked off Analytics projects from January, 2020, beginning with extensive Google Tag Manager and Google Analytics audits. Besides inspecting the different system settings, we also optimized the measurement and pixel implementation processes within Nokia in order to increase efficiency and reduce implementation periods.

After the key adjustments and process harmonization, we have moved forward and started to work on the website and landing pages’ efficiency, including several conversion rate optimization tasks such as heatmap analysis and A/B testing.


Nokia is receiving continuous support from our analytics team to ensure the client’s measurement and data is reliable. Due to streamlined processes, implementation periods are shorter and we eliminated unnecessary website tracking codes which cause longer loading times.

Nokia Allwhere - Private Wireless - Global digital media campaign planning & execution

Building brand awareness and creating demand for Nokia Private Industrial Wireless in new vertical markets

Nokia launched a digital campaign to educate the market that their industrial-focused LTE solutions are the key in accelerating the ultimate benefits of digital transformation and realization of the fourth industrial revolution.

The goal: to build brand awareness and create demand for Nokia private Industrial Wireless solutions in new vertical markets, especially infrastructure or asset-heavy industries where digitization has been mostly restricted to point solutions without general network connectivity.

Our approach

We’ve developed a multi-touch global digital media campaign, which covered the entire user journey of business leaders, from education to making a business decision.

Our main goal was to make Nokia visible on a large scale through automated solutions and smart targeting to reach people when they are reading, talking, learning about or searching for private wireless networks.

To archive this, we’ve utilized the combination of digital media platforms, including industry specific content sponsorships, social media ads, paid search, programmatic hyperlocal and Digital out-of-home ads in front of target company HQs. We’ve made sure that when our key audience is browsing the web, using social media on their phones or just walking outside of their offices, they see a relevant Nokia ad.


The campaign has reached over 80 000 business decision makers and influencers in 3500 target companies, across 5 industry verticals globally.

Private wireless solution specific brand search volume increased by 70% during the campaign period (YoY). In Q2 and Q3 2020, Nokia Enterprise had a double digit year-on-year growth in net sales and new customers.

Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!


Flóra Hantos

Flóra is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

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Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!


Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!


Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!


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