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Facebook Analytics Will Be Shut Down

This week, Facebook quietly informed users of Facebook Analytics that the free tool will no longer be available as of June 30, 2021. 

The announcement that Facebook Analytics is going away at the end of June was quietly published in the Facebook for 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 will still be able to access reports, export charts and tables, and explore insights. To export data into a CSV file from Facebook Analytics on your desktop, click the arrow in the top-right corner of each chart or table.”

This gives digital marketers less than three months to export their data and find other solutions. While Facebook doesn’t offer a reason for its decision to end this free analytics tools, it directed users to other business tools which may not be exact alternatives.

Facebook points users to the following business tools to use after Analytics is removed:

  1. Facebook Business Suite: Allows users to manage their Facebook and Instagram business accounts. This tool offers detailed insights into a business’s audience, content, and trends.
  2. Ads Manager: Lets businesses view, make changes, and see results for Facebook campaigns and ads.
  3. Events Manager: Help users set up and manage Facebook business tools like the Facebook pixel and Conversions API. Also reports on actions taken on a business’s website, app, and physical store.

Digital marketers have to adapt to using a combination of the above tools to accomplish the same tasks they’re used to getting done in Facebook Analytics.

Facebook launched Facebook Analytics several years ago as a cross-device measurement solution. Its main purpose is to connect data from a Facebook page with data coming from the Facebook pixel to show the full conversion path between what happens on Facebook and Instagram – a comment on a post, for example – and an eventual purchase in an app or on a website down the line.

Users can also create funnels, cohorts, overlap charts and other data visualizations to get different slices and views that demonstrate how a customer is interacting across platforms tied to their Facebook and Instagram engagements.

With the recent update in iOS14 which grant users the option to stop tracking by apps on their phone, this data has recently become more difficult to track using any tool.

For now, Facebook is driving to make Business Suite the only interface businesses and digital marketers need to manage activities on Facebook, Instagram, and Messenger. Currently, Facebook Business Suite is only available to small businesses and we are definitely looking forward to an update to Facebook Business Suite before June 30

Source: Facebook Business Help Center

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