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.
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.
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.