Facebook Analytics will shut down on June 30, 2021
With a user base of over 2.6 billion users worldwide, Facebook remains the social networking platform with the highest number of active users. Over the years the platform has evolved into much more than just an online chat space. Therefore, their dominance over the social media scene is still unprecedented.
Having an account on Facebook is vital for any business in our time as the reach is immense. Facebook Analytics has played an important role in helping them navigate their campaigns and use the platform effectively. This feature introduced by the platform was a real game changer.
When was Facebook Analytics introduced?
Analytics started in December 2017. At first there were a lot of questions about what analytics brings to the table that Google Analytics and Facebook Insights already don't.
The answer to that question was that it was essentially created to combine the different characteristics of Facebook. It contains information about how exactly users interact with a website. Since Facebook pixels are a core component of analytics, the interactions between Facebook events and users can be easily mapped.
The Analytics section of the platform can be accessed through the Ads Manager or the Business Manager after selecting the menu option and then selecting Tools.
How has analytics helped marketers?
Facebook Analytics gives marketers the information they need to optimize their current content and build a more effective presence on the platform. It gives companies access to insights into how well each post is doing with the audience, how engaged, what the follower demographics are, and so on.
Basically it gives them a holistic view of the audience they attract. Because the platform is such a big part of social media marketing, the insights provided by analytics are critical to marketing campaigns.
It has become, so to speak, the backbone of the advertising industry that built the platform. Compared to the other platforms, this industry is currently one of the largest sources of traffic for companies or businesses.
One of the most distinguishable factors that differentiate Facebook ads from the rest is the presence of Facebook Analytics. This sentence alone shows the impact Facebook Analytics had.
The fact that it will shut down in a few months came a rude shock to marketers as the announcement was very short-term.
Why is Facebook Analytics shutting down?
There wasn't a big announcement to let everyone know of the upcoming Facebook Analytics shutdown – just an entry in Facebook for Business Help that said:
“Facebook Analytics will no longer be available after June 30, 2021. Until then, you can still access reports, export charts and tables, and get insights. Click the arrow in the top right corner of any chart or table to export data from Facebook Analytics on your desktop to a CSV file. "
There was no valid reason for the company to take this step. Recently they released an update in iOS 14 and this is speculated as one of the reasons for this, but there is no solid evidence to support this theory.
According to this latest update, marketers cannot do this if a user does not want to be tracked by the Facebook app. As a result of this update, marketers no longer have as much conversion data as they used to.
What are your alternatives?
As mentioned above, the entry posted by Facebook on the Business Help Center gave users alternatives that would help them get their jobs done. However, these do not exactly correspond to the functions that Analytics offers. The business tools suggested by Facebook are:
Facebook Business Suite
With its help, users can manage their business profiles on Facebook and Instagram. It provides detailed information about who the account is targeting, published content, and trends.
One of the biggest advantages of the Facebook Business Suite is that users can analyze the posts they have published on both social media platforms at once. This makes it very convenient.
With its help, companies can analyze, make improvements, and then examine the results they have produced on their Facebook campaigns and ads. From ad creation to launch, the Ads Manager tool is there and helps users gain access to their target audience.
With its help, users can easily use and manage Facebook business tools like Pixel and Conversions API as well. It also tracks ongoing campaigns, reports on ads, helped with optimization, carried out experiments (A / B testing, etc.), etc.
It also includes reports of all the actions that are being taken on the website, app, and physical store of the company.
The options given above can be very helpful for marketers when used in a specific combination to help resolve issues that may arise when shutting down Facebook Analytics. This is because that way they can easily perform all the tasks they have done so far.
Facebook has certain plans that in the future, Business Suite will be the only interface that helps companies manage their various accounts on Facebook, Instagram, and Messenger. However, there is currently a minor problem with this possible plan.
Currently, Suite is only available for small businesses. However, Facebook had announced last year that it was working to make it available to businesses of all sizes. Hopefully the company can do this before June 30th.
As a marketer you have to be prepared for all the challenges that can arise from everyday life. Something new is emerging in the marketing industry and needs to be addressed. Losing analytics is a huge loss, but it cannot be easily fixed.
It just further proves that in the ever-evolving digital space, everything is let go that doesn't really provide real value. However, this doesn't mean that Analytics won't be missed if it is no longer available in a couple of months
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