As the sun sets on June 30th 2021, Marketers will wave goodbye to Facebook Analytics for good it has been announced!
The platform was announced several years ago as a free alternative to Google Analytics with the idea that marketers could track their Facebook Business Page data in one place. Users could also create and embed Facebook tracking pixels on their websites. This helps discover how audiences behave and what their customer journey looks like.
The pixels are also designed to show the full conversion path between what happens on Facebook and Instagram. For example, a comment on a post or purchase in an app or on a website at some point.
Unfortunately, the platform never really took off and with the same data available platforms like Facebook’s Insights, Business Suite, Ads Manager, and Events Manager, the need for Facebook Analytics has slowly died out.
The marketing industry rumour mill has sparked the idea that the eradication of the platform comes at a time when Google and Apple have begun to limit data tracking through the planned phase-out of third-party cookies and Apple’s recent iOS 14.5 opt-in requirements for mobile app tracking. This could be Facebook’s attempt to swerve any consequences at the hands of data privacy.
What can I use now?
There are many alternatives that show similar, if not the same, data that Facebook Analytics provided. You can read about these here.
How can I prepare?
The tool will be fully functional until the 30th of June 2021. Facebook advises that users should download any reports or graphs they wish to keep:
”To export data into a CSV file from Facebook Analytics on your desktop, click the [share icon] in the top-right corner of each chart or table,”
This means you don’t have to lose any key insights of leads and can refer to this data when you start using a new platform.
As the world moves towards increased data privacy it’s time to say goodbye to our old friend. It is without a doubt that this is the first of many, so the question is, who’s next?…
Are you sad to see Facebook Analytics go? Tweet us your thoughts at @teamtillison.