Facebook has recently announced that their standalone Facebook Analytics tool previously available at facebook.com/analytics will no longer be available after June 30, 2021.
If you’re currently leveraging the power of Facebook Analytics (and the Facebook algorithm as a whole), what might this mean for your organization? And how can you take action now before the tool is depreciated?
We’ll walk you through a few key points of this announcement, as well as next steps to prepare for the transition.
What is Facebook Analytics?
At its core, Facebook Analytics is a tool that allows marketers to see how Facebook users are interacting with your pages, websites, apps, and Messenger Bots. It’s a completely free service, and, unlike with Business Manager, a Facebook account is not necessary to access the data.
Below is a list of the current functions that Facebook Analytics provides their clientele:
- In-depth audience demographics
- Omnichannel activity tracking
- Funnel, revenue, and retention reports
- Lookalike audiences that mirror your top, highest-value customers
- Real-time, automated data insights
- Conversion measurement for any goals
- Graphs, bar charts, and table reports
Combined all of these insights can help you tweak your marketing strategy and improve your future campaign performance. It’s easy to see how using Facebook analytics in a marketing campaign would provide rich insights and deep campaign data for savvy marketers.
How Should Brands Prepare for Facebook Analytics Deprecation?
If brands want to retain and keep records of their data for future efforts, we recommend accessing reports, exporting charts and tables, as well as exploring any final insights about your account.
On desktop, this can be done by exporting files from Facebook Analytics to a CSV file. Simply click the “Export” icon in the top-right corner of each chart or table.
Additionally, brands should take note of other platforms that Facebook is marketing in order to assist with the depreciation.
“It’s vital for advertisers to be able to measure the true value of their Facebook campaigns on their overall business. With the sunsetting of Facebook’s native analytics, brands will need to work with their partners on an attribution mix that can show the proper impact of Facebook efforts.”
– Katy Lucey, Director, Paid Social at Tinuiti
What Alternative Tools Can Marketers Use in Place of Facebook Analytics?
There are some tools built into Facebook that will help to streamline the depreciation of the service. In fact, Facebook states that they have made this transition “as part of an initiative to consolidate business tools. […] This does not affect the Insights sections of Facebook Pages and Instagram Profiles.”
- Facebook Business Suite allows marketers to manage their Facebook and Instagram business accounts, revealing detailed insights about their audience, content, and trends.
- Facebook Ads Manager enables views, modifications, and results for all your Facebook campaigns, ad sets, and ads.
- Facebook Events Manager can help you set up and manage Facebook Business Tools like the Facebook pixel and the Conversions API, and report actions taken on your website, in your app, and in your physical store.
- Google Analytics can help track entire user journeys and customer flows. You can even set up views to include customer acquisition and retention. With custom URLs, you can even collect customer data from Facebook and Instagram campaigns.