Facebook analytics will cease to be accessible after June 30, 2021, which gives marketers less than three months to export their data and find other solutions.
Given how marketers rely on Facebook analytics to measure conversion data, this announcement certainly comes with short notice.
At the end of June the announcement of Facebook Analytics being done away was quietly published in Facebook for the Business Help Center. Navigating to Analytics.facebook.com now redirects users to the announcement, which reads:
“Facebook analytics will no longer be available after June 30, 2021. Until then, you’ll still be able to access reports, export charts and tables and explore insights. To export data from Facebook Analytics to a CSV file on your desktop, click the arrow in the upper-right corner of each chart or table.
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The company does not give any reason for its decision to shutter Facebook analytics. Instead, it directs users to other commercial devices that are not the exact 1: 1 option.
After removing Analytics, Facebook indicates users to use the following business tools:
- Facebook business suite: Allows users to manage their Facebook and Instagram business accounts. Provides detailed information about a business’s audience, content and trends (but not available to everyone).
- Advertising manager: Allows businesses to view, make changes and view results of Facebook campaigns and advertisements.
- events Manager: Can help users to set up and manage Facebook Business Tools like Facebook Pixel and Convergence API. Also reports on actions taken on the business website, app and physical store.
If marketers can adapt to use a combination of the above tools, they may be able to accomplish the same tasks they are using in Facebook analytics.
Facebook analytics is used to connect data from a Facebook page to Facebook pixels. When data is connected, Analytics can show the path to conversion between a customer entangled with the content of a business and eventually purchasing Facebook.
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Using that data recently has become more difficult to track anyone Tool – with or without Facebook analytics. This is due to an update to iOS 14 that asks users whether they want to be tracked by apps on their phones.
If a user states that they do not want the Facebook app to track them, then it is not possible for marketers to get the same conversion data from the user as they could before.
Again, Facebook has not given any reason to discontinue Analytics, so it is not known whether the decision has anything to do with the iOS update.
Facebook has lofty goals to build a business suite, the only interface businesses need to manage their activity on Facebook, Instagram and Messenger.
However, there is a problem, which is currently only available to small businesses.
When the Facebook Business Suite was announced last year, the company said it was due to be available in 2021 for businesses of all sizes.
Facebook has yet to live up to that promise, or give any sort of update about its plan to roll out the tool more widely. Perhaps the Facebook Business Suite update will be available before June 30.
Source: Facebook Business Help Center