diff --git a/config/runtime.exs b/config/runtime.exs
index 8084e08d8..c7925b414 100644
--- a/config/runtime.exs
+++ b/config/runtime.exs
@@ -360,8 +360,10 @@ config :plausible, :google,
   client_id: google_cid,
   client_secret: google_secret,
   api_url: "https://www.googleapis.com",
-  reporting_api_url: "https://analyticsreporting.googleapis.com",
-  max_buffer_size: get_int_from_path_or_env(config_dir, "GOOGLE_MAX_BUFFER_SIZE", 10_000)
+  reporting_api_url: "https://analyticsreporting.googleapis.com"
+
+config :plausible, :imported,
+  max_buffer_size: get_int_from_path_or_env(config_dir, "IMPORTED_MAX_BUFFER_SIZE", 10_000)
 
 maybe_ch_ipv6 =
   get_var_from_path_or_env(config_dir, "ECTO_CH_IPV6", "false")
@@ -521,7 +523,9 @@ base_queues = [
   check_stats_emails: 1,
   site_setup_emails: 1,
   clean_invitations: 1,
+  # NOTE: to be removed once #3700 is released
   google_analytics_imports: 1,
+  analytics_imports: 1,
   domain_change_transition: 1,
   check_accept_traffic_until: 1
 ]
diff --git a/lib/oban_error_reporter.ex b/lib/oban_error_reporter.ex
index 4677fd483..171b7d5f4 100644
--- a/lib/oban_error_reporter.ex
+++ b/lib/oban_error_reporter.ex
@@ -22,26 +22,30 @@ defmodule ObanErrorReporter do
     Sentry.capture_exception(meta.reason, stacktrace: meta.stacktrace, extra: extra)
   end
 
+  # NOTE: To be cleaned up once #3700 is released
+  @analytics_queues ["analytics_imports", "google_analytics_imports"]
+
   defp on_job_exception(%Oban.Job{
-         queue: "google_analytics_imports",
-         args: %{"site_id" => site_id},
+         queue: queue,
+         args: %{"site_id" => site_id, "source" => source},
          state: "executing",
          attempt: attempt,
          max_attempts: max_attempts
        })
-       when attempt >= max_attempts do
+       when queue in @analytics_queues and attempt >= max_attempts do
     site = Plausible.Repo.get(Plausible.Site, site_id)
 
     if site do
-      Plausible.Workers.ImportGoogleAnalytics.import_failed(site)
+      Plausible.Workers.ImportAnalytics.import_failed(source, site)
     end
   end
 
   defp on_job_exception(%Oban.Job{
-         queue: "google_analytics_imports",
+         queue: queue,
          args: %{"site_id" => site_id},
          state: "executing"
-       }) do
+       })
+       when queue in @analytics_queues do
     site = Plausible.Repo.get(Plausible.Site, site_id)
     Plausible.Purge.delete_imported_stats!(site)
   end
diff --git a/lib/plausible/google/api.ex b/lib/plausible/google/api.ex
index b6b38d625..24e6771a3 100644
--- a/lib/plausible/google/api.ex
+++ b/lib/plausible/google/api.ex
@@ -110,18 +110,17 @@ defmodule Plausible.Google.Api do
   @per_page 7_500
   @backoff_factor :timer.seconds(10)
   @max_attempts 5
-  @spec import_analytics(Plausible.Site.t(), Date.Range.t(), String.t(), import_auth()) ::
+  @spec import_analytics(Date.Range.t(), String.t(), import_auth(), (String.t(), [map()] -> :ok)) ::
           :ok | {:error, term()}
   @doc """
   Imports stats from a Google Analytics UA view to a Plausible site.
 
   This function fetches Google Analytics reports in batches of #{@per_page} per
-  request. The batches are then buffered to Clickhouse by the
-  `Plausible.Google.Buffer` process.
+  request. The batches are then passed to persist callback.
 
   Requests to Google Analytics can fail, and are retried at most
   #{@max_attempts} times with an exponential backoff. Returns `:ok` when
-  importing has finished or `{:error, term()}` when a request to GA failed too 
+  importing has finished or `{:error, term()}` when a request to GA failed too
   many times.
 
   Useful links:
@@ -131,61 +130,43 @@ defmodule Plausible.Google.Api do
   - [GA Dimensions reference](https://ga-dev-tools.web.app/dimensions-metrics-explorer)
 
   """
-  def import_analytics(site, date_range, view_id, auth) do
-    with {:ok, access_token} <- maybe_refresh_token(auth),
-         :ok <- do_import_analytics(site, date_range, view_id, access_token) do
-      :ok
-    else
-      {:error, cause} ->
-        Sentry.capture_message("Failed to import from Google Analytics",
-          extra: %{site: site.domain, error: inspect(cause)}
-        )
-
-        {:error, cause}
+  def import_analytics(date_range, view_id, auth, persist_fn) do
+    with {:ok, access_token} <- maybe_refresh_token(auth) do
+      do_import_analytics(date_range, view_id, access_token, persist_fn)
     end
   end
 
-  defp do_import_analytics(site, date_range, view_id, access_token) do
-    {:ok, buffer} = Plausible.Google.Buffer.start_link()
+  defp do_import_analytics(date_range, view_id, access_token, persist_fn) do
+    Enum.reduce_while(ReportRequest.full_report(), :ok, fn report_request, :ok ->
+      report_request = %ReportRequest{
+        report_request
+        | date_range: date_range,
+          view_id: view_id,
+          access_token: access_token,
+          page_token: nil,
+          page_size: @per_page
+      }
 
-    result =
-      Enum.reduce_while(ReportRequest.full_report(), :ok, fn report_request, :ok ->
-        report_request = %ReportRequest{
-          report_request
-          | date_range: date_range,
-            view_id: view_id,
-            access_token: access_token,
-            page_token: nil,
-            page_size: @per_page
-        }
-
-        case fetch_and_persist(site, report_request, buffer: buffer) do
-          :ok -> {:cont, :ok}
-          {:error, _} = error -> {:halt, error}
-        end
-      end)
-
-    Plausible.Google.Buffer.flush(buffer)
-    Plausible.Google.Buffer.stop(buffer)
-
-    result
+      case fetch_and_persist(report_request, persist_fn: persist_fn) do
+        :ok -> {:cont, :ok}
+        {:error, _} = error -> {:halt, error}
+      end
+    end)
   end
 
-  @spec fetch_and_persist(Plausible.Site.t(), ReportRequest.t(), Keyword.t()) ::
+  @spec fetch_and_persist(ReportRequest.t(), Keyword.t()) ::
           :ok | {:error, term()}
-  def fetch_and_persist(site, %ReportRequest{} = report_request, opts \\ []) do
-    buffer_pid = Keyword.get(opts, :buffer)
+  def fetch_and_persist(%ReportRequest{} = report_request, opts \\ []) do
+    persist_fn = Keyword.fetch!(opts, :persist_fn)
     attempt = Keyword.get(opts, :attempt, 1)
     sleep_time = Keyword.get(opts, :sleep_time, @backoff_factor)
 
     case HTTP.get_report(report_request) do
       {:ok, {rows, next_page_token}} ->
-        records = Plausible.Imported.from_google_analytics(rows, site.id, report_request.dataset)
-        :ok = Plausible.Google.Buffer.insert_many(buffer_pid, report_request.dataset, records)
+        :ok = persist_fn.(report_request.dataset, rows)
 
         if next_page_token do
           fetch_and_persist(
-            site,
             %ReportRequest{report_request | page_token: next_page_token},
             opts
           )
@@ -198,7 +179,7 @@ defmodule Plausible.Google.Api do
           {:error, cause}
         else
           Process.sleep(attempt * sleep_time)
-          fetch_and_persist(site, report_request, Keyword.merge(opts, attempt: attempt + 1))
+          fetch_and_persist(report_request, Keyword.merge(opts, attempt: attempt + 1))
         end
     end
   end
diff --git a/lib/plausible/google/schemas.ex b/lib/plausible/google/schemas.ex
deleted file mode 100644
index 80d52edf0..000000000
--- a/lib/plausible/google/schemas.ex
+++ /dev/null
@@ -1,148 +0,0 @@
-defmodule Plausible.Google.ImportedVisitor do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_visitors" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :visitors, Ch, type: "UInt64"
-    field :pageviews, Ch, type: "UInt64"
-    field :bounces, Ch, type: "UInt64"
-    field :visits, Ch, type: "UInt64"
-    field :visit_duration, Ch, type: "UInt64"
-  end
-end
-
-defmodule Plausible.Google.ImportedSource do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_sources" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :source, :string
-    field :utm_medium, :string
-    field :utm_campaign, :string
-    field :utm_content, :string
-    field :utm_term, :string
-    field :visitors, Ch, type: "UInt64"
-    field :visits, Ch, type: "UInt64"
-    field :visit_duration, Ch, type: "UInt64"
-    field :bounces, Ch, type: "UInt32"
-  end
-end
-
-defmodule Plausible.Google.ImportedPage do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_pages" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :hostname, :string
-    field :page, :string
-    field :visitors, Ch, type: "UInt64"
-    field :pageviews, Ch, type: "UInt64"
-    field :exits, Ch, type: "UInt64"
-    field :time_on_page, Ch, type: "UInt64"
-  end
-end
-
-defmodule Plausible.Google.ImportedEntryPage do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_entry_pages" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :entry_page, :string
-    field :visitors, Ch, type: "UInt64"
-    field :entrances, Ch, type: "UInt64"
-    field :visit_duration, Ch, type: "UInt64"
-    field :bounces, Ch, type: "UInt32"
-  end
-end
-
-defmodule Plausible.Google.ImportedExitPage do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_exit_pages" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :exit_page, :string
-    field :visitors, Ch, type: "UInt64"
-    field :exits, Ch, type: "UInt64"
-  end
-end
-
-defmodule Plausible.Google.ImportedLocation do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_locations" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :country, :string
-    field :region, :string
-    field :city, Ch, type: "UInt64"
-    field :visitors, Ch, type: "UInt64"
-    field :visits, Ch, type: "UInt64"
-    field :visit_duration, Ch, type: "UInt64"
-    field :bounces, Ch, type: "UInt32"
-  end
-end
-
-defmodule Plausible.Google.ImportedDevice do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_devices" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :device, :string
-    field :visitors, Ch, type: "UInt64"
-    field :visits, Ch, type: "UInt64"
-    field :visit_duration, Ch, type: "UInt64"
-    field :bounces, Ch, type: "UInt32"
-  end
-end
-
-defmodule Plausible.Google.ImportedBrowser do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_browsers" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :browser, :string
-    field :visitors, Ch, type: "UInt64"
-    field :visits, Ch, type: "UInt64"
-    field :visit_duration, Ch, type: "UInt64"
-    field :bounces, Ch, type: "UInt32"
-  end
-end
-
-defmodule Plausible.Google.ImportedOperatingSystem do
-  @moduledoc false
-  use Ecto.Schema
-
-  @primary_key false
-  schema "imported_operating_systems" do
-    field :site_id, Ch, type: "UInt64"
-    field :date, :date
-    field :operating_system, :string
-    field :visitors, Ch, type: "UInt64"
-    field :visits, Ch, type: "UInt64"
-    field :visit_duration, Ch, type: "UInt64"
-    field :bounces, Ch, type: "UInt32"
-  end
-end
diff --git a/lib/plausible/imported/browser.ex b/lib/plausible/imported/browser.ex
new file mode 100644
index 000000000..56d2a8772
--- /dev/null
+++ b/lib/plausible/imported/browser.ex
@@ -0,0 +1,15 @@
+defmodule Plausible.Imported.Browser do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_browsers" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :browser, :string
+    field :visitors, Ch, type: "UInt64"
+    field :visits, Ch, type: "UInt64"
+    field :visit_duration, Ch, type: "UInt64"
+    field :bounces, Ch, type: "UInt32"
+  end
+end
diff --git a/lib/plausible/google/buffer.ex b/lib/plausible/imported/buffer.ex
similarity index 79%
rename from lib/plausible/google/buffer.ex
rename to lib/plausible/imported/buffer.ex
index a32679fec..554cfaf70 100644
--- a/lib/plausible/google/buffer.ex
+++ b/lib/plausible/imported/buffer.ex
@@ -1,4 +1,4 @@
-defmodule Plausible.Google.Buffer do
+defmodule Plausible.Imported.Buffer do
   @moduledoc """
   This GenServer inserts records into Clickhouse `imported_*` tables. Multiple buffers are
   automatically created for each table. Records are flushed when the table buffer reaches the
@@ -81,7 +81,7 @@ defmodule Plausible.Google.Buffer do
 
   defp max_buffer_size do
     :plausible
-    |> Application.get_env(:google)
+    |> Application.fetch_env!(:imported)
     |> Keyword.fetch!(:max_buffer_size)
   end
 
@@ -101,13 +101,13 @@ defmodule Plausible.Google.Buffer do
     Plausible.IngestRepo.insert_all(schema, records)
   end
 
-  defp table_schema("imported_visitors"), do: Plausible.Google.ImportedVisitor
-  defp table_schema("imported_sources"), do: Plausible.Google.ImportedSource
-  defp table_schema("imported_pages"), do: Plausible.Google.ImportedPage
-  defp table_schema("imported_entry_pages"), do: Plausible.Google.ImportedEntryPage
-  defp table_schema("imported_exit_pages"), do: Plausible.Google.ImportedExitPage
-  defp table_schema("imported_locations"), do: Plausible.Google.ImportedLocation
-  defp table_schema("imported_devices"), do: Plausible.Google.ImportedDevice
-  defp table_schema("imported_browsers"), do: Plausible.Google.ImportedBrowser
-  defp table_schema("imported_operating_systems"), do: Plausible.Google.ImportedOperatingSystem
+  defp table_schema("imported_visitors"), do: Plausible.Imported.Visitor
+  defp table_schema("imported_sources"), do: Plausible.Imported.Source
+  defp table_schema("imported_pages"), do: Plausible.Imported.Page
+  defp table_schema("imported_entry_pages"), do: Plausible.Imported.EntryPage
+  defp table_schema("imported_exit_pages"), do: Plausible.Imported.ExitPage
+  defp table_schema("imported_locations"), do: Plausible.Imported.Location
+  defp table_schema("imported_devices"), do: Plausible.Imported.Device
+  defp table_schema("imported_browsers"), do: Plausible.Imported.Browser
+  defp table_schema("imported_operating_systems"), do: Plausible.Imported.OperatingSystem
 end
diff --git a/lib/plausible/imported/device.ex b/lib/plausible/imported/device.ex
new file mode 100644
index 000000000..896196f29
--- /dev/null
+++ b/lib/plausible/imported/device.ex
@@ -0,0 +1,15 @@
+defmodule Plausible.Imported.Device do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_devices" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :device, :string
+    field :visitors, Ch, type: "UInt64"
+    field :visits, Ch, type: "UInt64"
+    field :visit_duration, Ch, type: "UInt64"
+    field :bounces, Ch, type: "UInt32"
+  end
+end
diff --git a/lib/plausible/imported/entry_page.ex b/lib/plausible/imported/entry_page.ex
new file mode 100644
index 000000000..7d9b7b90d
--- /dev/null
+++ b/lib/plausible/imported/entry_page.ex
@@ -0,0 +1,15 @@
+defmodule Plausible.Imported.EntryPage do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_entry_pages" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :entry_page, :string
+    field :visitors, Ch, type: "UInt64"
+    field :entrances, Ch, type: "UInt64"
+    field :visit_duration, Ch, type: "UInt64"
+    field :bounces, Ch, type: "UInt32"
+  end
+end
diff --git a/lib/plausible/imported/exit_page.ex b/lib/plausible/imported/exit_page.ex
new file mode 100644
index 000000000..cbea72b84
--- /dev/null
+++ b/lib/plausible/imported/exit_page.ex
@@ -0,0 +1,13 @@
+defmodule Plausible.Imported.ExitPage do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_exit_pages" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :exit_page, :string
+    field :visitors, Ch, type: "UInt64"
+    field :exits, Ch, type: "UInt64"
+  end
+end
diff --git a/lib/plausible/imported/import_sources.ex b/lib/plausible/imported/import_sources.ex
new file mode 100644
index 000000000..83a980ef7
--- /dev/null
+++ b/lib/plausible/imported/import_sources.ex
@@ -0,0 +1,16 @@
+defmodule Plausible.Imported.ImportSources do
+  @moduledoc """
+  Definitions of import sources.
+  """
+
+  @sources [
+    Plausible.Imported.UniversalAnalytics,
+    Plausible.Imported.NoopImporter
+  ]
+
+  @sources_map Map.new(@sources, &{&1.name(), &1})
+
+  def by_name(name) do
+    Map.fetch!(@sources_map, name)
+  end
+end
diff --git a/lib/plausible/imported/location.ex b/lib/plausible/imported/location.ex
new file mode 100644
index 000000000..de48e5560
--- /dev/null
+++ b/lib/plausible/imported/location.ex
@@ -0,0 +1,17 @@
+defmodule Plausible.Imported.Location do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_locations" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :country, :string
+    field :region, :string
+    field :city, Ch, type: "UInt64"
+    field :visitors, Ch, type: "UInt64"
+    field :visits, Ch, type: "UInt64"
+    field :visit_duration, Ch, type: "UInt64"
+    field :bounces, Ch, type: "UInt32"
+  end
+end
diff --git a/lib/plausible/imported/noop_importer.ex b/lib/plausible/imported/noop_importer.ex
new file mode 100644
index 000000000..9f9cf0349
--- /dev/null
+++ b/lib/plausible/imported/noop_importer.ex
@@ -0,0 +1,22 @@
+defmodule Plausible.Imported.NoopImporter do
+  @moduledoc """
+  Stub import implementation.
+  """
+
+  @name "Noop"
+
+  def name(), do: @name
+
+  def create_job(site, opts) do
+    Plausible.Workers.ImportAnalytics.new(%{
+      "source" => @name,
+      "site_id" => site.id,
+      "error" => opts[:error]
+    })
+  end
+
+  def parse_args(opts), do: opts
+
+  def import(_site, %{"error" => true}), do: {:error, "Something went wrong"}
+  def import(_site, _opts), do: :ok
+end
diff --git a/lib/plausible/imported/operating_system.ex b/lib/plausible/imported/operating_system.ex
new file mode 100644
index 000000000..fc5292ddb
--- /dev/null
+++ b/lib/plausible/imported/operating_system.ex
@@ -0,0 +1,15 @@
+defmodule Plausible.Imported.OperatingSystem do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_operating_systems" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :operating_system, :string
+    field :visitors, Ch, type: "UInt64"
+    field :visits, Ch, type: "UInt64"
+    field :visit_duration, Ch, type: "UInt64"
+    field :bounces, Ch, type: "UInt32"
+  end
+end
diff --git a/lib/plausible/imported/page.ex b/lib/plausible/imported/page.ex
new file mode 100644
index 000000000..7a320ba24
--- /dev/null
+++ b/lib/plausible/imported/page.ex
@@ -0,0 +1,16 @@
+defmodule Plausible.Imported.Page do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_pages" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :hostname, :string
+    field :page, :string
+    field :visitors, Ch, type: "UInt64"
+    field :pageviews, Ch, type: "UInt64"
+    field :exits, Ch, type: "UInt64"
+    field :time_on_page, Ch, type: "UInt64"
+  end
+end
diff --git a/lib/plausible/imported/site.ex b/lib/plausible/imported/site.ex
index 6e30daaef..e304f1e83 100644
--- a/lib/plausible/imported/site.ex
+++ b/lib/plausible/imported/site.ex
@@ -1,10 +1,4 @@
 defmodule Plausible.Imported do
-  use Plausible.ClickhouseRepo
-  use Timex
-  require Logger
-
-  @missing_values ["(none)", "(not set)", "(not provided)", "(other)"]
-
   @tables ~w(
     imported_visitors imported_sources imported_pages imported_entry_pages
     imported_exit_pages imported_locations imported_devices imported_browsers
@@ -16,179 +10,4 @@ defmodule Plausible.Imported do
   def forget(site) do
     Plausible.Purge.delete_imported_stats!(site)
   end
-
-  def from_google_analytics(nil, _site_id, _metric), do: nil
-
-  def from_google_analytics(data, site_id, table) do
-    Enum.reduce(data, [], fn row, acc ->
-      if Map.get(row.dimensions, "ga:date") in @missing_values do
-        acc
-      else
-        [new_from_google_analytics(site_id, table, row) | acc]
-      end
-    end)
-  end
-
-  defp parse_number(nr) do
-    {float, ""} = Float.parse(nr)
-    round(float)
-  end
-
-  defp new_from_google_analytics(site_id, "imported_visitors", row) do
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      pageviews: row.metrics |> Map.fetch!("ga:pageviews") |> parse_number(),
-      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
-      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
-      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
-    }
-  end
-
-  defp new_from_google_analytics(site_id, "imported_sources", row) do
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      source: row.dimensions |> Map.fetch!("ga:source") |> parse_referrer(),
-      utm_medium: row.dimensions |> Map.fetch!("ga:medium") |> default_if_missing(),
-      utm_campaign: row.dimensions |> Map.fetch!("ga:campaign") |> default_if_missing(),
-      utm_content: row.dimensions |> Map.fetch!("ga:adContent") |> default_if_missing(),
-      utm_term: row.dimensions |> Map.fetch!("ga:keyword") |> default_if_missing(),
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
-      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
-      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
-    }
-  end
-
-  defp new_from_google_analytics(site_id, "imported_pages", row) do
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      hostname: row.dimensions |> Map.fetch!("ga:hostname") |> String.replace_prefix("www.", ""),
-      page: row.dimensions |> Map.fetch!("ga:pagePath") |> URI.parse() |> Map.get(:path),
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      pageviews: row.metrics |> Map.fetch!("ga:pageviews") |> parse_number(),
-      exits: row.metrics |> Map.fetch!("ga:exits") |> parse_number(),
-      time_on_page: row.metrics |> Map.fetch!("ga:timeOnPage") |> parse_number()
-    }
-  end
-
-  defp new_from_google_analytics(site_id, "imported_entry_pages", row) do
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      entry_page: row.dimensions |> Map.fetch!("ga:landingPagePath"),
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      entrances: row.metrics |> Map.fetch!("ga:entrances") |> parse_number(),
-      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number(),
-      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number()
-    }
-  end
-
-  defp new_from_google_analytics(site_id, "imported_exit_pages", row) do
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      exit_page: Map.fetch!(row.dimensions, "ga:exitPagePath"),
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      exits: row.metrics |> Map.fetch!("ga:exits") |> parse_number()
-    }
-  end
-
-  defp new_from_google_analytics(site_id, "imported_locations", row) do
-    country_code = row.dimensions |> Map.fetch!("ga:countryIsoCode") |> default_if_missing("")
-    city_name = row.dimensions |> Map.fetch!("ga:city") |> default_if_missing("")
-    city_data = Location.get_city(city_name, country_code)
-
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      country: country_code,
-      region: row.dimensions |> Map.fetch!("ga:regionIsoCode") |> default_if_missing(""),
-      city: city_data && city_data.id,
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
-      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
-      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
-    }
-  end
-
-  defp new_from_google_analytics(site_id, "imported_devices", row) do
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      device: row.dimensions |> Map.fetch!("ga:deviceCategory") |> String.capitalize(),
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
-      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
-      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
-    }
-  end
-
-  @browser_google_to_plausible %{
-    "User-Agent:Opera" => "Opera",
-    "Mozilla Compatible Agent" => "Mobile App",
-    "Android Webview" => "Mobile App",
-    "Android Browser" => "Mobile App",
-    "Safari (in-app)" => "Mobile App",
-    "User-Agent: Mozilla" => "Firefox",
-    "(not set)" => ""
-  }
-
-  defp new_from_google_analytics(site_id, "imported_browsers", row) do
-    browser = Map.fetch!(row.dimensions, "ga:browser")
-
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      browser: Map.get(@browser_google_to_plausible, browser, browser),
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
-      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
-      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
-    }
-  end
-
-  @os_google_to_plausible %{
-    "Macintosh" => "Mac",
-    "Linux" => "GNU/Linux",
-    "(not set)" => ""
-  }
-
-  defp new_from_google_analytics(site_id, "imported_operating_systems", row) do
-    os = Map.fetch!(row.dimensions, "ga:operatingSystem")
-
-    %{
-      site_id: site_id,
-      date: get_date(row),
-      operating_system: Map.get(@os_google_to_plausible, os, os),
-      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
-      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
-      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
-      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
-    }
-  end
-
-  defp get_date(%{dimensions: %{"ga:date" => date}}) do
-    date
-    |> Timex.parse!("%Y%m%d", :strftime)
-    |> NaiveDateTime.to_date()
-  end
-
-  defp default_if_missing(value, default \\ nil)
-  defp default_if_missing(value, default) when value in @missing_values, do: default
-  defp default_if_missing(value, _default), do: value
-
-  defp parse_referrer(nil), do: nil
-  defp parse_referrer("(direct)"), do: nil
-  defp parse_referrer("google"), do: "Google"
-  defp parse_referrer("bing"), do: "Bing"
-  defp parse_referrer("duckduckgo"), do: "DuckDuckGo"
-
-  defp parse_referrer(ref) do
-    RefInspector.parse("https://" <> ref)
-    |> PlausibleWeb.RefInspector.parse()
-  end
 end
diff --git a/lib/plausible/imported/source.ex b/lib/plausible/imported/source.ex
new file mode 100644
index 000000000..c19ca07c6
--- /dev/null
+++ b/lib/plausible/imported/source.ex
@@ -0,0 +1,19 @@
+defmodule Plausible.Imported.Source do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_sources" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :source, :string
+    field :utm_medium, :string
+    field :utm_campaign, :string
+    field :utm_content, :string
+    field :utm_term, :string
+    field :visitors, Ch, type: "UInt64"
+    field :visits, Ch, type: "UInt64"
+    field :visit_duration, Ch, type: "UInt64"
+    field :bounces, Ch, type: "UInt32"
+  end
+end
diff --git a/lib/plausible/imported/universal_analytics.ex b/lib/plausible/imported/universal_analytics.ex
new file mode 100644
index 000000000..243704a7e
--- /dev/null
+++ b/lib/plausible/imported/universal_analytics.ex
@@ -0,0 +1,271 @@
+defmodule Plausible.Imported.UniversalAnalytics do
+  @moduledoc """
+  Import implementation for Universal Analytics.
+  """
+
+  use Plausible.ClickhouseRepo
+
+  alias Plausible.Site
+
+  @missing_values ["(none)", "(not set)", "(not provided)", "(other)"]
+
+  @type job_opt() ::
+          {:view_id, non_neg_integer()}
+          | {:start_date | :end_date | :access_token | :refresh_token | :token_expires_at,
+             String.t()}
+
+  @type import_opt() ::
+          {:view_id, non_neg_integer()}
+          | {:date_range, Date.Range.t()}
+          | {:auth, {String.t(), String.t(), String.t()}}
+
+  # NOTE: we have to use old name for now
+  @name "Google Analytics"
+
+  @spec name() :: String.t()
+  def name(), do: @name
+
+  @spec create_job(Site.t(), [job_opt()]) :: Ecto.Changeset.t()
+  def create_job(site, opts) do
+    view_id = Keyword.fetch!(opts, :view_id)
+    start_date = Keyword.fetch!(opts, :start_date)
+    end_date = Keyword.fetch!(opts, :end_date)
+    access_token = Keyword.fetch!(opts, :access_token)
+    refresh_token = Keyword.fetch!(opts, :refresh_token)
+    token_expires_at = Keyword.fetch!(opts, :token_expires_at)
+
+    Plausible.Workers.ImportAnalytics.new(%{
+      "source" => @name,
+      "site_id" => site.id,
+      "view_id" => view_id,
+      "start_date" => start_date,
+      "end_date" => end_date,
+      "access_token" => access_token,
+      "refresh_token" => refresh_token,
+      "token_expires_at" => token_expires_at
+    })
+  end
+
+  @spec parse_args(map()) :: [import_opt()]
+  def parse_args(
+        %{"view_id" => view_id, "start_date" => start_date, "end_date" => end_date} = args
+      ) do
+    start_date = Date.from_iso8601!(start_date)
+    end_date = Date.from_iso8601!(end_date)
+    date_range = Date.range(start_date, end_date)
+
+    auth = {
+      Map.fetch!(args, "access_token"),
+      Map.fetch!(args, "refresh_token"),
+      Map.fetch!(args, "token_expires_at")
+    }
+
+    [
+      view_id: view_id,
+      date_range: date_range,
+      auth: auth
+    ]
+  end
+
+  @doc """
+  Imports stats from a Google Analytics UA view to a Plausible site.
+
+  This function fetches Google Analytics reports which are then passed in batches
+  to Clickhouse by the `Plausible.Imported.Buffer` process.
+  """
+  @spec import(Site.t(), [import_opt()]) :: :ok | {:error, any()}
+  def import(site, opts) do
+    date_range = Keyword.fetch!(opts, :date_range)
+    view_id = Keyword.fetch!(opts, :view_id)
+    auth = Keyword.fetch!(opts, :auth)
+
+    {:ok, buffer} = Plausible.Imported.Buffer.start_link()
+
+    persist_fn = fn table, rows ->
+      records = from_report(rows, site.id, table)
+      Plausible.Imported.Buffer.insert_many(buffer, table, records)
+    end
+
+    try do
+      Plausible.Google.Api.import_analytics(date_range, view_id, auth, persist_fn)
+    after
+      Plausible.Imported.Buffer.flush(buffer)
+      Plausible.Imported.Buffer.stop(buffer)
+    end
+  end
+
+  def from_report(nil, _site_id, _metric), do: nil
+
+  def from_report(data, site_id, table) do
+    Enum.reduce(data, [], fn row, acc ->
+      if Map.get(row.dimensions, "ga:date") in @missing_values do
+        acc
+      else
+        [new_from_report(site_id, table, row) | acc]
+      end
+    end)
+  end
+
+  defp parse_number(nr) do
+    {float, ""} = Float.parse(nr)
+    round(float)
+  end
+
+  defp new_from_report(site_id, "imported_visitors", row) do
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      pageviews: row.metrics |> Map.fetch!("ga:pageviews") |> parse_number(),
+      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
+      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
+      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
+    }
+  end
+
+  defp new_from_report(site_id, "imported_sources", row) do
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      source: row.dimensions |> Map.fetch!("ga:source") |> parse_referrer(),
+      utm_medium: row.dimensions |> Map.fetch!("ga:medium") |> default_if_missing(),
+      utm_campaign: row.dimensions |> Map.fetch!("ga:campaign") |> default_if_missing(),
+      utm_content: row.dimensions |> Map.fetch!("ga:adContent") |> default_if_missing(),
+      utm_term: row.dimensions |> Map.fetch!("ga:keyword") |> default_if_missing(),
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
+      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
+      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
+    }
+  end
+
+  defp new_from_report(site_id, "imported_pages", row) do
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      hostname: row.dimensions |> Map.fetch!("ga:hostname") |> String.replace_prefix("www.", ""),
+      page: row.dimensions |> Map.fetch!("ga:pagePath") |> URI.parse() |> Map.get(:path),
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      pageviews: row.metrics |> Map.fetch!("ga:pageviews") |> parse_number(),
+      exits: row.metrics |> Map.fetch!("ga:exits") |> parse_number(),
+      time_on_page: row.metrics |> Map.fetch!("ga:timeOnPage") |> parse_number()
+    }
+  end
+
+  defp new_from_report(site_id, "imported_entry_pages", row) do
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      entry_page: row.dimensions |> Map.fetch!("ga:landingPagePath"),
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      entrances: row.metrics |> Map.fetch!("ga:entrances") |> parse_number(),
+      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number(),
+      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number()
+    }
+  end
+
+  defp new_from_report(site_id, "imported_exit_pages", row) do
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      exit_page: Map.fetch!(row.dimensions, "ga:exitPagePath"),
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      exits: row.metrics |> Map.fetch!("ga:exits") |> parse_number()
+    }
+  end
+
+  defp new_from_report(site_id, "imported_locations", row) do
+    country_code = row.dimensions |> Map.fetch!("ga:countryIsoCode") |> default_if_missing("")
+    city_name = row.dimensions |> Map.fetch!("ga:city") |> default_if_missing("")
+    city_data = Location.get_city(city_name, country_code)
+
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      country: country_code,
+      region: row.dimensions |> Map.fetch!("ga:regionIsoCode") |> default_if_missing(""),
+      city: city_data && city_data.id,
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
+      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
+      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
+    }
+  end
+
+  defp new_from_report(site_id, "imported_devices", row) do
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      device: row.dimensions |> Map.fetch!("ga:deviceCategory") |> String.capitalize(),
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
+      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
+      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
+    }
+  end
+
+  @browser_google_to_plausible %{
+    "User-Agent:Opera" => "Opera",
+    "Mozilla Compatible Agent" => "Mobile App",
+    "Android Webview" => "Mobile App",
+    "Android Browser" => "Mobile App",
+    "Safari (in-app)" => "Mobile App",
+    "User-Agent: Mozilla" => "Firefox",
+    "(not set)" => ""
+  }
+
+  defp new_from_report(site_id, "imported_browsers", row) do
+    browser = Map.fetch!(row.dimensions, "ga:browser")
+
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      browser: Map.get(@browser_google_to_plausible, browser, browser),
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
+      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
+      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
+    }
+  end
+
+  @os_google_to_plausible %{
+    "Macintosh" => "Mac",
+    "Linux" => "GNU/Linux",
+    "(not set)" => ""
+  }
+
+  defp new_from_report(site_id, "imported_operating_systems", row) do
+    os = Map.fetch!(row.dimensions, "ga:operatingSystem")
+
+    %{
+      site_id: site_id,
+      date: get_date(row),
+      operating_system: Map.get(@os_google_to_plausible, os, os),
+      visitors: row.metrics |> Map.fetch!("ga:users") |> parse_number(),
+      visits: row.metrics |> Map.fetch!("ga:sessions") |> parse_number(),
+      bounces: row.metrics |> Map.fetch!("ga:bounces") |> parse_number(),
+      visit_duration: row.metrics |> Map.fetch!("ga:sessionDuration") |> parse_number()
+    }
+  end
+
+  defp get_date(%{dimensions: %{"ga:date" => date}}) do
+    date
+    |> Timex.parse!("%Y%m%d", :strftime)
+    |> NaiveDateTime.to_date()
+  end
+
+  defp default_if_missing(value, default \\ nil)
+  defp default_if_missing(value, default) when value in @missing_values, do: default
+  defp default_if_missing(value, _default), do: value
+
+  defp parse_referrer(nil), do: nil
+  defp parse_referrer("(direct)"), do: nil
+  defp parse_referrer("google"), do: "Google"
+  defp parse_referrer("bing"), do: "Bing"
+  defp parse_referrer("duckduckgo"), do: "DuckDuckGo"
+
+  defp parse_referrer(ref) do
+    RefInspector.parse("https://" <> ref)
+    |> PlausibleWeb.RefInspector.parse()
+  end
+end
diff --git a/lib/plausible/imported/visitor.ex b/lib/plausible/imported/visitor.ex
new file mode 100644
index 000000000..7cad7a196
--- /dev/null
+++ b/lib/plausible/imported/visitor.ex
@@ -0,0 +1,15 @@
+defmodule Plausible.Imported.Visitor do
+  @moduledoc false
+  use Ecto.Schema
+
+  @primary_key false
+  schema "imported_visitors" do
+    field :site_id, Ch, type: "UInt64"
+    field :date, :date
+    field :visitors, Ch, type: "UInt64"
+    field :pageviews, Ch, type: "UInt64"
+    field :bounces, Ch, type: "UInt64"
+    field :visits, Ch, type: "UInt64"
+    field :visit_duration, Ch, type: "UInt64"
+  end
+end
diff --git a/lib/plausible/site/imported_data.ex b/lib/plausible/site/imported_data.ex
index f63d736a7..c1db36cae 100644
--- a/lib/plausible/site/imported_data.ex
+++ b/lib/plausible/site/imported_data.ex
@@ -1,6 +1,6 @@
 defmodule Plausible.Site.ImportedData do
   @moduledoc """
-  Embedded schema for Google Analytics imports
+  Embedded schema for analytics imports
   """
   use Ecto.Schema
 
diff --git a/lib/plausible_web/controllers/site_controller.ex b/lib/plausible_web/controllers/site_controller.ex
index 8ab575fc5..d4ddd4fe2 100644
--- a/lib/plausible_web/controllers/site_controller.ex
+++ b/lib/plausible_web/controllers/site_controller.ex
@@ -751,23 +751,24 @@ defmodule PlausibleWeb.SiteController do
         "refresh_token" => refresh_token,
         "expires_at" => expires_at
       }) do
-    site = conn.assigns[:site]
+    site = conn.assigns.site
+    source = "Google Analytics"
 
     job =
-      Plausible.Workers.ImportGoogleAnalytics.new(%{
-        "site_id" => site.id,
-        "view_id" => view_id,
-        "start_date" => start_date,
-        "end_date" => end_date,
-        "access_token" => access_token,
-        "refresh_token" => refresh_token,
-        "token_expires_at" => expires_at
-      })
+      Plausible.Imported.UniversalAnalytics.create_job(
+        site,
+        view_id: view_id,
+        start_date: start_date,
+        end_date: end_date,
+        access_token: access_token,
+        refresh_token: refresh_token,
+        token_expires_at: expires_at
+      )
 
     Ecto.Multi.new()
     |> Ecto.Multi.update(
       :update_site,
-      Plausible.Site.start_import(site, start_date, end_date, "Google Analytics")
+      Plausible.Site.start_import(site, start_date, end_date, source)
     )
     |> Oban.insert(:oban_job, job)
     |> Repo.transaction()
@@ -777,6 +778,9 @@ defmodule PlausibleWeb.SiteController do
     |> redirect(external: Routes.site_path(conn, :settings_integrations, site.domain))
   end
 
+  # NOTE: To be cleaned up once #3700 is released
+  @analytics_queues ["analytics_imports", "google_analytics_imports"]
+
   def forget_imported(conn, _params) do
     site = conn.assigns[:site]
 
@@ -785,7 +789,7 @@ defmodule PlausibleWeb.SiteController do
         Oban.cancel_all_jobs(
           from j in Oban.Job,
             where:
-              j.queue == "google_analytics_imports" and
+              j.queue in @analytics_queues and
                 fragment("(? ->> 'site_id')::int", j.args) == ^site.id
         )
 
diff --git a/lib/plausible_web/email.ex b/lib/plausible_web/email.ex
index 81aaff7e9..427f031f1 100644
--- a/lib/plausible_web/email.ex
+++ b/lib/plausible_web/email.ex
@@ -313,11 +313,12 @@ defmodule PlausibleWeb.Email do
     )
   end
 
-  def import_success(user, site) do
+  # NOTE: make email different depending on import source
+  def import_success(source, user, site) do
     priority_email()
     |> to(user)
     |> tag("import-success-email")
-    |> subject("Google Analytics data imported for #{site.domain}")
+    |> subject("#{source} data imported for #{site.domain}")
     |> render("google_analytics_import.html", %{
       site: site,
       link: PlausibleWeb.Endpoint.url() <> "/" <> URI.encode_www_form(site.domain),
@@ -326,11 +327,12 @@ defmodule PlausibleWeb.Email do
     })
   end
 
-  def import_failure(user, site) do
+  # NOTE: make email different depending on import source
+  def import_failure(source, user, site) do
     priority_email()
     |> to(user)
     |> tag("import-failure-email")
-    |> subject("Google Analytics import failed for #{site.domain}")
+    |> subject("#{source} import failed for #{site.domain}")
     |> render("google_analytics_import.html", %{
       user: user,
       site: site,
diff --git a/lib/workers/import_analytics.ex b/lib/workers/import_analytics.ex
new file mode 100644
index 000000000..0be5885bb
--- /dev/null
+++ b/lib/workers/import_analytics.ex
@@ -0,0 +1,79 @@
+defmodule Plausible.Workers.ImportAnalytics do
+  @moduledoc """
+  Worker for running analytics import jobs.
+  """
+
+  use Plausible.Repo
+  require Logger
+
+  use Oban.Worker,
+    queue: :analytics_imports,
+    max_attempts: 3,
+    unique: [fields: [:args], period: 60]
+
+  alias Plausible.Imported.ImportSources
+
+  @impl Oban.Worker
+  def perform(%Oban.Job{
+        args: %{"site_id" => site_id, "source" => source} = args
+      }) do
+    import_api = ImportSources.by_name(source)
+    import_opts = import_api.parse_args(args)
+
+    site = Repo.get!(Plausible.Site, site_id)
+
+    case import_api.import(site, import_opts) do
+      :ok ->
+        import_success(source, site)
+
+        :ok
+
+      {:error, error} ->
+        Sentry.capture_message("Failed to import from Google Analytics",
+          extra: %{site: site.domain, error: inspect(error)}
+        )
+
+        import_failed(source, site)
+
+        {:error, error}
+    end
+  end
+
+  @impl Oban.Worker
+  def backoff(_job) do
+    # 5 minutes
+    300
+  end
+
+  def import_success(source, site) do
+    site = Repo.preload(site, memberships: :user)
+
+    site
+    |> Plausible.Site.import_success()
+    |> Repo.update!()
+
+    Enum.each(site.memberships, fn membership ->
+      if membership.role in [:owner, :admin] do
+        PlausibleWeb.Email.import_success(source, membership.user, site)
+        |> Plausible.Mailer.send()
+      end
+    end)
+  end
+
+  def import_failed(source, site) do
+    site = Repo.preload(site, memberships: :user)
+
+    site
+    |> Plausible.Site.import_failure()
+    |> Repo.update!()
+
+    Plausible.Purge.delete_imported_stats!(site)
+
+    Enum.each(site.memberships, fn membership ->
+      if membership.role in [:owner, :admin] do
+        PlausibleWeb.Email.import_failure(source, membership.user, site)
+        |> Plausible.Mailer.send()
+      end
+    end)
+  end
+end
diff --git a/lib/workers/import_google_analytics.ex b/lib/workers/import_google_analytics.ex
deleted file mode 100644
index 41714069b..000000000
--- a/lib/workers/import_google_analytics.ex
+++ /dev/null
@@ -1,71 +0,0 @@
-defmodule Plausible.Workers.ImportGoogleAnalytics do
-  use Plausible.Repo
-  require Logger
-
-  use Oban.Worker,
-    queue: :google_analytics_imports,
-    max_attempts: 3,
-    unique: [fields: [:args], period: 60]
-
-  @impl Oban.Worker
-  def perform(
-        %Oban.Job{
-          args:
-            %{
-              "site_id" => site_id,
-              "view_id" => view_id,
-              "start_date" => start_date,
-              "end_date" => end_date
-            } = args
-        },
-        google_api \\ Plausible.Google.Api
-      ) do
-    site = Repo.get(Plausible.Site, site_id) |> Repo.preload([[memberships: :user]])
-    start_date = Date.from_iso8601!(start_date)
-    end_date = Date.from_iso8601!(end_date)
-    date_range = Date.range(start_date, end_date)
-
-    auth = {args["access_token"], args["refresh_token"], args["token_expires_at"]}
-
-    case google_api.import_analytics(site, date_range, view_id, auth) do
-      :ok ->
-        Plausible.Site.import_success(site)
-        |> Repo.update!()
-
-        Enum.each(site.memberships, fn membership ->
-          if membership.role in [:owner, :admin] do
-            PlausibleWeb.Email.import_success(membership.user, site)
-            |> Plausible.Mailer.send()
-          end
-        end)
-
-        :ok
-
-      {:error, error} ->
-        Logger.error("Import: Failed to import from GA. Reason: #{inspect(error)}")
-        import_failed(site)
-
-        {:error, error}
-    end
-  end
-
-  @impl Oban.Worker
-  def backoff(_job) do
-    # 5 minutes
-    300
-  end
-
-  def import_failed(site) do
-    site = Repo.preload(site, memberships: :user)
-
-    Plausible.Site.import_failure(site) |> Repo.update!()
-    Plausible.Purge.delete_imported_stats!(site)
-
-    Enum.each(site.memberships, fn membership ->
-      if membership.role in [:owner, :admin] do
-        PlausibleWeb.Email.import_failure(membership.user, site)
-        |> Plausible.Mailer.send()
-      end
-    end)
-  end
-end
diff --git a/test/plausible/google/api_test.exs b/test/plausible/google/api_test.exs
index 64b580eed..92897270a 100644
--- a/test/plausible/google/api_test.exs
+++ b/test/plausible/google/api_test.exs
@@ -3,6 +3,7 @@ defmodule Plausible.Google.ApiTest do
   use Plausible.Test.Support.HTTPMocker
 
   alias Plausible.Google.Api
+  alias Plausible.Imported.UniversalAnalytics
 
   import ExUnit.CaptureLog
   import Mox
@@ -36,7 +37,18 @@ defmodule Plausible.Google.ApiTest do
     future = DateTime.utc_now() |> DateTime.add(3600, :second) |> DateTime.to_iso8601()
     auth = {"***", "refresh_token", future}
 
-    assert :ok == Plausible.Google.Api.import_analytics(site, date_range, view_id, auth)
+    {:ok, buffer} = Plausible.Imported.Buffer.start_link()
+
+    persist_fn = fn table, rows ->
+      records = UniversalAnalytics.from_report(rows, site.id, table)
+      Plausible.Imported.Buffer.insert_many(buffer, table, records)
+    end
+
+    assert :ok == Plausible.Google.Api.import_analytics(date_range, view_id, auth, persist_fn)
+
+    Plausible.Imported.Buffer.flush(buffer)
+    Plausible.Imported.Buffer.stop(buffer)
+
     assert 1_495_150 == Plausible.Stats.Clickhouse.imported_pageview_count(site)
   end
 
@@ -67,20 +79,25 @@ defmodule Plausible.Google.ApiTest do
       end)
     end
 
-    assert :ok == Plausible.Google.Api.import_analytics(site, range, "123551", auth)
+    {:ok, buffer} = Plausible.Imported.Buffer.start_link()
+
+    persist_fn = fn table, rows ->
+      records = UniversalAnalytics.from_report(rows, site.id, table)
+      Plausible.Imported.Buffer.insert_many(buffer, table, records)
+    end
+
+    assert :ok == Plausible.Google.Api.import_analytics(range, "123551", auth, persist_fn)
+
+    Plausible.Imported.Buffer.flush(buffer)
+    Plausible.Imported.Buffer.stop(buffer)
   end
 
   describe "fetch_and_persist/4" do
     @ok_response Jason.decode!(File.read!("fixture/ga_batch_report.json"))
     @no_report_response Jason.decode!(File.read!("fixture/ga_report_empty_rows.json"))
 
-    setup do
-      {:ok, pid} = Plausible.Google.Buffer.start_link()
-      {:ok, buffer: pid}
-    end
-
     @tag :slow
-    test "will fetch and persist import data from Google Analytics", %{site: site, buffer: buffer} do
+    test "will fetch and persist import data from Google Analytics" do
       request = %Plausible.Google.ReportRequest{
         dataset: "imported_exit_pages",
         view_id: "123",
@@ -121,24 +138,19 @@ defmodule Plausible.Google.ApiTest do
         end
       )
 
-      Api.fetch_and_persist(site, request,
-        sleep_time: 0,
-        buffer: buffer
-      )
+      assert :ok =
+               Api.fetch_and_persist(request,
+                 sleep_time: 0,
+                 persist_fn: fn dataset, row ->
+                   assert dataset == "imported_exit_pages"
+                   assert length(row) == 1479
 
-      Plausible.Google.Buffer.flush(buffer)
-
-      assert 1479 ==
-               Plausible.ClickhouseRepo.aggregate(
-                 from(iex in "imported_exit_pages", where: iex.site_id == ^site.id),
-                 :count
+                   :ok
+                 end
                )
     end
 
-    test "retries HTTP request up to 5 times before raising the last error", %{
-      site: site,
-      buffer: buffer
-    } do
+    test "retries HTTP request up to 5 times before raising the last error" do
       expect(
         Plausible.HTTPClient.Mock,
         :post,
@@ -166,13 +178,13 @@ defmodule Plausible.Google.ApiTest do
       }
 
       assert {:error, :request_failed} =
-               Api.fetch_and_persist(site, request,
+               Api.fetch_and_persist(request,
                  sleep_time: 0,
-                 buffer: buffer
+                 persist_fn: fn _dataset, _rows -> :ok end
                )
     end
 
-    test "does not fail when report does not have rows key", %{site: site, buffer: buffer} do
+    test "does not fail when report does not have rows key" do
       expect(
         Plausible.HTTPClient.Mock,
         :post,
@@ -197,9 +209,14 @@ defmodule Plausible.Google.ApiTest do
       }
 
       assert :ok ==
-               Api.fetch_and_persist(site, request,
+               Api.fetch_and_persist(request,
                  sleep_time: 0,
-                 buffer: buffer
+                 persist_fn: fn dataset, rows ->
+                   assert dataset == "imported_exit_pages"
+                   assert rows == []
+
+                   :ok
+                 end
                )
     end
   end
diff --git a/test/plausible/google/buffer_test.exs b/test/plausible/imported/buffer_test.exs
similarity index 94%
rename from test/plausible/google/buffer_test.exs
rename to test/plausible/imported/buffer_test.exs
index 32be287ad..473079d7c 100644
--- a/test/plausible/google/buffer_test.exs
+++ b/test/plausible/imported/buffer_test.exs
@@ -1,14 +1,14 @@
-defmodule Plausible.Google.BufferTest do
+defmodule Plausible.Imported.BufferTest do
   use Plausible.DataCase, async: false
 
   import Ecto.Query
-  alias Plausible.Google.Buffer
+  alias Plausible.Imported.Buffer
 
   setup [:create_user, :create_new_site, :set_buffer_size]
 
   defp set_buffer_size(_setup_args) do
-    google_setting = Application.get_env(:plausible, :google)
-    patch_env(:google, Keyword.put(google_setting, :max_buffer_size, 10))
+    imported_setting = Application.fetch_env!(:plausible, :imported)
+    patch_env(:imported, Keyword.put(imported_setting, :max_buffer_size, 10))
     :ok
   end
 
diff --git a/test/plausible/imported/imported_test.exs b/test/plausible/imported/imported_test.exs
index 1b86b1cb7..dead7ba12 100644
--- a/test/plausible/imported/imported_test.exs
+++ b/test/plausible/imported/imported_test.exs
@@ -6,8 +6,8 @@ defmodule Plausible.ImportedTest do
 
   defp import_data(ga_data, site_id, table_name) do
     ga_data
-    |> Plausible.Imported.from_google_analytics(site_id, table_name)
-    |> then(&Plausible.Google.Buffer.insert_all(table_name, &1))
+    |> Plausible.Imported.UniversalAnalytics.from_report(site_id, table_name)
+    |> then(&Plausible.Imported.Buffer.insert_all(table_name, &1))
   end
 
   describe "Parse and import third party data fetched from Google Analytics" do
diff --git a/test/plausible/imported/universal_analytics_test.exs b/test/plausible/imported/universal_analytics_test.exs
new file mode 100644
index 000000000..6d842be7a
--- /dev/null
+++ b/test/plausible/imported/universal_analytics_test.exs
@@ -0,0 +1,70 @@
+defmodule Plausible.Imported.UniversalAnalyticsTest do
+  use Plausible.DataCase, async: true
+  use Plausible.Test.Support.HTTPMocker
+
+  alias Plausible.Imported.UniversalAnalytics
+
+  setup [:create_user, :create_new_site]
+
+  describe "create_job/2 and parse_args/1" do
+    test "parses job args properly" do
+      site = insert(:site)
+      site_id = site.id
+      expires_at = NaiveDateTime.to_iso8601(NaiveDateTime.utc_now())
+
+      job =
+        UniversalAnalytics.create_job(site,
+          view_id: 123,
+          start_date: "2023-10-01",
+          end_date: "2024-01-02",
+          access_token: "access123",
+          refresh_token: "refresh123",
+          token_expires_at: expires_at
+        )
+
+      assert %Ecto.Changeset{
+               data: %Oban.Job{},
+               changes: %{
+                 args:
+                   %{
+                     "site_id" => ^site_id,
+                     "view_id" => 123,
+                     "start_date" => "2023-10-01",
+                     "end_date" => "2024-01-02",
+                     "access_token" => "access123",
+                     "refresh_token" => "refresh123",
+                     "token_expires_at" => ^expires_at
+                   } = args
+               }
+             } = job
+
+      assert opts = [_ | _] = UniversalAnalytics.parse_args(args)
+
+      assert opts[:view_id] == 123
+      assert opts[:date_range] == Date.range(~D[2023-10-01], ~D[2024-01-02])
+      assert opts[:auth] == {"access123", "refresh123", expires_at}
+    end
+  end
+
+  describe "import/2" do
+    @tag :slow
+    test "imports page views from Google Analytics", %{site: site} do
+      mock_http_with("google_analytics_import#1.json")
+
+      view_id = "54297898"
+      date_range = Date.range(~D[2011-01-01], ~D[2022-07-19])
+
+      future = DateTime.utc_now() |> DateTime.add(3600, :second) |> DateTime.to_iso8601()
+      auth = {"***", "refresh_token", future}
+
+      assert :ok ==
+               UniversalAnalytics.import(site,
+                 date_range: date_range,
+                 view_id: view_id,
+                 auth: auth
+               )
+
+      assert 1_495_150 == Plausible.Stats.Clickhouse.imported_pageview_count(site)
+    end
+  end
+end
diff --git a/test/plausible_web/controllers/site_controller_test.exs b/test/plausible_web/controllers/site_controller_test.exs
index cc65ddb37..b08d878c9 100644
--- a/test/plausible_web/controllers/site_controller_test.exs
+++ b/test/plausible_web/controllers/site_controller_test.exs
@@ -1289,8 +1289,9 @@ defmodule PlausibleWeb.SiteControllerTest do
       })
 
       assert_enqueued(
-        worker: Plausible.Workers.ImportGoogleAnalytics,
+        worker: Plausible.Workers.ImportAnalytics,
         args: %{
+          "source" => "Google Analytics",
           "site_id" => site.id,
           "view_id" => "123",
           "start_date" => "2018-03-01",
@@ -1330,7 +1331,8 @@ defmodule PlausibleWeb.SiteControllerTest do
 
     test "cancels Oban job if it exists", %{conn: conn, site: site} do
       {:ok, job} =
-        Plausible.Workers.ImportGoogleAnalytics.new(%{
+        Plausible.Workers.ImportAnalytics.new(%{
+          "source" => "Google Analytics",
           "site_id" => site.id,
           "view_id" => "123",
           "start_date" => "2022-01-01",
diff --git a/test/support/test_utils.ex b/test/support/test_utils.ex
index 01ae5a2cf..034447acf 100644
--- a/test/support/test_utils.ex
+++ b/test/support/test_utils.ex
@@ -196,7 +196,7 @@ defmodule Plausible.TestUtils do
 
   defp populate_imported_stats(events) do
     Enum.group_by(events, &Map.fetch!(&1, :table), &Map.delete(&1, :table))
-    |> Enum.map(fn {table, events} -> Plausible.Google.Buffer.insert_all(table, events) end)
+    |> Enum.map(fn {table, events} -> Plausible.Imported.Buffer.insert_all(table, events) end)
   end
 
   def relative_time(shifts) do
diff --git a/test/workers/import_analytics_test.exs b/test/workers/import_analytics_test.exs
new file mode 100644
index 000000000..cb9782ccb
--- /dev/null
+++ b/test/workers/import_analytics_test.exs
@@ -0,0 +1,125 @@
+defmodule Plausible.Workers.ImportAnalyticsTest do
+  use Plausible.DataCase
+  use Bamboo.Test
+
+  alias Plausible.Workers.ImportAnalytics
+
+  @moduletag capture_log: true
+
+  describe "Universal Analytics" do
+    setup do
+      %{
+        imported_data: %Plausible.Site.ImportedData{
+          start_date: Timex.today() |> Timex.shift(days: -7),
+          end_date: Timex.today(),
+          source: "Noop",
+          status: "importing"
+        }
+      }
+    end
+
+    test "updates the imported_data field for the site after successful import", %{
+      imported_data: imported_data
+    } do
+      user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
+      site = insert(:site, members: [user], imported_data: imported_data)
+
+      ImportAnalytics.perform(%Oban.Job{
+        args: %{
+          "source" => "Noop",
+          "site_id" => site.id
+        }
+      })
+
+      assert Repo.reload!(site).imported_data.status == "ok"
+    end
+
+    test "updates the stats_start_date field for the site after successful import", %{
+      imported_data: imported_data
+    } do
+      user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
+      site = insert(:site, members: [user], imported_data: imported_data)
+
+      ImportAnalytics.perform(%Oban.Job{
+        args: %{
+          "source" => "Noop",
+          "site_id" => site.id
+        }
+      })
+
+      assert Repo.reload!(site).stats_start_date == imported_data.start_date
+    end
+
+    test "sends email to owner after successful import", %{imported_data: imported_data} do
+      user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
+      site = insert(:site, members: [user], imported_data: imported_data)
+
+      ImportAnalytics.perform(%Oban.Job{
+        args: %{
+          "source" => "Noop",
+          "site_id" => site.id
+        }
+      })
+
+      assert_email_delivered_with(
+        to: [user],
+        subject: "Noop data imported for #{site.domain}"
+      )
+    end
+
+    test "updates site record after failed import", %{imported_data: imported_data} do
+      user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
+      site = insert(:site, members: [user], imported_data: imported_data)
+
+      ImportAnalytics.perform(%Oban.Job{
+        args: %{
+          "source" => "Noop",
+          "site_id" => site.id,
+          "error" => true
+        }
+      })
+
+      assert Repo.reload!(site).imported_data.status == "error"
+    end
+
+    test "clears any orphaned data during import", %{imported_data: imported_data} do
+      user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
+      site = insert(:site, members: [user], imported_data: imported_data)
+
+      populate_stats(site, [
+        build(:imported_visitors, pageviews: 10)
+      ])
+
+      ImportAnalytics.perform(%Oban.Job{
+        args: %{
+          "source" => "Noop",
+          "site_id" => site.id,
+          "error" => true
+        }
+      })
+
+      assert eventually(fn ->
+               count = Plausible.Stats.Clickhouse.imported_pageview_count(site)
+               {count == 0, count}
+             end)
+    end
+
+    test "sends email to owner after failed import", %{imported_data: imported_data} do
+      user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
+      site = insert(:site, members: [user], imported_data: imported_data)
+
+      ImportAnalytics.perform(%Oban.Job{
+        args: %{
+          "source" => "Noop",
+          "site_id" => site.id,
+          "error" => true
+        }
+      })
+
+      assert_email_delivered_with(
+        to: [user],
+        subject: "Noop import failed for #{site.domain}"
+      )
+    end
+  end
+end
diff --git a/test/workers/import_google_analytics_test.exs b/test/workers/import_google_analytics_test.exs
deleted file mode 100644
index c7440c978..000000000
--- a/test/workers/import_google_analytics_test.exs
+++ /dev/null
@@ -1,197 +0,0 @@
-defmodule Plausible.Workers.ImportGoogleAnalyticsTest do
-  use Plausible.DataCase
-  use Bamboo.Test
-  import Double
-
-  alias Plausible.Workers.ImportGoogleAnalytics
-
-  @moduletag capture_log: true
-
-  @imported_data %Plausible.Site.ImportedData{
-    start_date: Timex.today() |> Timex.shift(days: -7),
-    end_date: Timex.today(),
-    source: "Google Analytics",
-    status: "importing"
-  }
-
-  test "updates the imported_data field for the site after successful import" do
-    user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
-    site = insert(:site, members: [user], imported_data: @imported_data)
-
-    api_stub =
-      stub(Plausible.Google.Api, :import_analytics, fn _site,
-                                                       _date_range,
-                                                       _view_id,
-                                                       _access_token ->
-        :ok
-      end)
-
-    ImportGoogleAnalytics.perform(
-      %Oban.Job{
-        args: %{
-          "site_id" => site.id,
-          "view_id" => "view_id",
-          "start_date" => "2020-01-01",
-          "end_date" => "2022-01-01",
-          "access_token" => "token"
-        }
-      },
-      api_stub
-    )
-
-    assert Repo.reload!(site).imported_data.status == "ok"
-  end
-
-  test "updates the stats_start_date field for the site after successful import" do
-    user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
-    site = insert(:site, members: [user], imported_data: @imported_data)
-
-    api_stub =
-      stub(Plausible.Google.Api, :import_analytics, fn _site,
-                                                       _date_range,
-                                                       _view_id,
-                                                       _access_token ->
-        :ok
-      end)
-
-    ImportGoogleAnalytics.perform(
-      %Oban.Job{
-        args: %{
-          "site_id" => site.id,
-          "view_id" => "view_id",
-          "start_date" => "2020-01-01",
-          "end_date" => "2022-01-01",
-          "access_token" => "token"
-        }
-      },
-      api_stub
-    )
-
-    assert Repo.reload!(site).stats_start_date == @imported_data.start_date
-  end
-
-  test "sends email to owner after successful import" do
-    user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
-    site = insert(:site, members: [user], imported_data: @imported_data)
-
-    api_stub =
-      stub(Plausible.Google.Api, :import_analytics, fn _site,
-                                                       _date_range,
-                                                       _view_id,
-                                                       _access_token ->
-        :ok
-      end)
-
-    ImportGoogleAnalytics.perform(
-      %Oban.Job{
-        args: %{
-          "site_id" => site.id,
-          "view_id" => "view_id",
-          "start_date" => "2020-01-01",
-          "end_date" => "2022-01-01",
-          "access_token" => "token"
-        }
-      },
-      api_stub
-    )
-
-    assert_email_delivered_with(
-      to: [user],
-      subject: "Google Analytics data imported for #{site.domain}"
-    )
-  end
-
-  test "updates site record after failed import" do
-    user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
-    site = insert(:site, members: [user], imported_data: @imported_data)
-
-    api_stub =
-      stub(Plausible.Google.Api, :import_analytics, fn _site,
-                                                       _date_range,
-                                                       _view_id,
-                                                       _access_token ->
-        {:error, "Something went wrong"}
-      end)
-
-    ImportGoogleAnalytics.perform(
-      %Oban.Job{
-        args: %{
-          "site_id" => site.id,
-          "view_id" => "view_id",
-          "start_date" => "2020-01-01",
-          "end_date" => "2022-01-01",
-          "access_token" => "token"
-        }
-      },
-      api_stub
-    )
-
-    assert Repo.reload!(site).imported_data.status == "error"
-  end
-
-  test "clears any orphaned data during import" do
-    user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
-    site = insert(:site, members: [user], imported_data: @imported_data)
-
-    populate_stats(site, [
-      build(:imported_visitors, pageviews: 10)
-    ])
-
-    api_stub =
-      stub(Plausible.Google.Api, :import_analytics, fn _site,
-                                                       _date_range,
-                                                       _view_id,
-                                                       _access_token ->
-        {:error, "Something went wrong"}
-      end)
-
-    ImportGoogleAnalytics.perform(
-      %Oban.Job{
-        args: %{
-          "site_id" => site.id,
-          "view_id" => "view_id",
-          "start_date" => "2020-01-01",
-          "end_date" => "2022-01-01",
-          "access_token" => "token"
-        }
-      },
-      api_stub
-    )
-
-    assert eventually(fn ->
-             count = Plausible.Stats.Clickhouse.imported_pageview_count(site)
-             {count == 0, count}
-           end)
-  end
-
-  test "sends email to owner after failed import" do
-    user = insert(:user, trial_expiry_date: Timex.today() |> Timex.shift(days: 1))
-    site = insert(:site, members: [user], imported_data: @imported_data)
-
-    api_stub =
-      stub(Plausible.Google.Api, :import_analytics, fn _site,
-                                                       _date_range,
-                                                       _view_id,
-                                                       _access_token ->
-        {:error, "Something went wrong"}
-      end)
-
-    ImportGoogleAnalytics.perform(
-      %Oban.Job{
-        args: %{
-          "site_id" => site.id,
-          "view_id" => "view_id",
-          "start_date" => "2020-01-01",
-          "end_date" => "2022-01-01",
-          "access_token" => "token"
-        }
-      },
-      api_stub
-    )
-
-    assert_email_delivered_with(
-      to: [user],
-      subject: "Google Analytics import failed for #{site.domain}"
-    )
-  end
-end