In a recent announcement, the social media giant Facebook revealed that Facebook Analytics would no longer be available after 30 June 2021. Marketers have less than three months to export all their data and search for other alternatives.
Given how heavily the marketers depend on Facebook Analytics to gauge conversion data, this announcement has come with distinctly short notice.
The company quietly published this announcement that it is shuttering Facebook Analytics at the end of June 2021 on Facebook for Business Help Center. If you visit analytics.facebook.com now, it will redirect you to the announcement that reads Facebook Analytics will no longer be accessible after 30 June 2021. However, users can still access their reports, export charts and tables, and explore insights until then. If you want to export your data into a CSV file from Facebook Analytics on your desktop, simply click on the arrow in the top-right corner of each chart or table you wish to export.
Facebook didn’t give any reasons as to why it decided to shut down Facebook Analytics. But instead, it now points users to other business tools that aren’t exact alternatives.
These are the business tools that the company directs its users to use once Facebook Analytics goes away for good:
- Facebook Business Suite: It lets users manage their Facebook and Instagram accounts in a single place. It also gives in-depth insights into a particular business’s content, audience, and trends. However, it isn’t accessible to everyone currently.
- Facebook Ads Manager: It allows businesses to see, make changes, and view results for their Facebook ads and campaigns.
- Facebook Events Manager: It can help users set up and manage Facebook business tools like the Facebook Pixel and Conversions API. Moreover, it also reports on the actions taken on a business’ site, app, and physical store as well.
If marketers can adjust to utilizing a mix of the business tools mentioned above, they might be able to perform the same tasks successfully that they are used to getting done using Facebook Analytics.
Marketers use Facebook Analytics to connect data from their Facebook page with data from the Facebook Pixel. Once the data is successfully connected, Facebook Analytics can display a conversion path between a prospect engaging with a business’s content and ultimately purchasing something from them on Facebook.
With or without Analytics, such data has become tougher to track using any tool due to a recent update in iOS 14 that asks users whether they want the apps on their phone to track them or not.
Therefore, if a user opts out of getting tracked by the Facebook app, marketers won’t be able to get the same conversion data from the specific user as they could earlier.
But again, as mentioned above, the company hasn’t given any reasons for shutting down Facebook Analytics, so it’s unclear whether or not this decision has anything to do with this new iOS update.
The platform has ambitious goals to make Facebook Business Suite the only interface that businesses need to manage their activities on Facebook, Instagram, and Messenger.
However, there is a problem. Facebook Business Suite is only available for small businesses currently.
Nevertheless, last year when Facebook introduced Business Suite, it said that it intends to make the tool available for businesses of all sizes in 2021.
As of now, Facebook has not made any announcements regarding this or given any updates on its plan to roll out the tool more broadly. Considering the shuttering of Facebook Analytics, perhaps the company will introduce an update to Business Suite before 30 June 2021.
WRAPPING IT UP
Facebook has quietly published an announcement regarding the shuttering of Facebook Analytics on 30 June 2021, leaving marketers with less than three months to export all their data and find alternatives for the same. Given the way businesses depend on Facebook Analytics, this announcement has come with distinctly short notice. Marketers can export their data into a CSV file from Facebook Analytics by clicking on the arrow in the top-right corner of each chart or table. While the company hasn’t given any reasons why it decided to shut down Facebook Analytics, it points users to other business tools, including Facebook Business Suite, Ads Manager, and Events Manager, to use once Analytics goes away. Although these are not the exact alternatives, if marketers can adjust to using a mix of these tools, they might be able to perform the same tasks they used to get done in Facebook Analytics. Moreover, we are expecting an update to Business Suite before the end of June now that Analytics is going away and the company is yet to fulfill its promise of making Business Suite available for all businesses regardless of their sizes this year. At this time, the tool is only available for small businesses.
Hariom Balhara is an inventive person who has been doing intensive research in particular topics and writing blogs and articles for Tireless IT Services. Tireless IT Services is a Digital Marketing, SEO, SMO, PPC and Web Development company that comes with massive experiences. We specialize in digital marketing, Web Designing and development, graphic design, and a lot more.
SOURCE : Facebook Analytics