In a constantly evolving digital landscape, adapting to change is essential. Google has announced the deprecation of Universal Analytics 360 (UA) effective July 1, 2024, making the preservation of historical data crucial. Without historical data, businesses face challenges in analyzing performance and making informed decisions. To migrate data, popular methods include BigQuery export for GA360 users, Google Sheets add-on, exporting reports in various formats, and using the Google Analytics Reporting API. However, challenges such as data sampling, export limitations, and API constraints must be considered. Prioritize essential reports and data granularity to ensure a smooth migration.