If you are a Facebook marketer, you have probably heard about Facebook Analytics. Facebook marketers have about three months before they lose access to Facebook Analytics. Facebook quietly posted the announcement in the Facebook for Business help center. Furthermore, if you go to analytics.facebook.com, you will be redirected to an announcement that 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.”
Any Reason for Sudden Shutdown?
Facebook has not given a concrete reason for shuttering Facebook Analytics. A lot of people rely on this tool to get business insights and track conversion rates. Facebook may be deciding to close the tool because it is getting difficult to collect the analytics data. A recent iOS 14 update asks users if they want to be tracked by apps on their phones. Naturally, an overwhelming majority of users opt out. As a result, significantly fewer data goes to Facebook. Consequently, the lack of data makes Analytics a liability for Facebook.
Moreover, Facebook may want to push its Business Suite to new heights by making it the only interface needed by businesses to manage Facebook, Messenger, and Instagram activities.
Alternatives to Facebook Analytics
To facilitate users, Facebook also provided three alternatives for Analytics:
- Facebook Business Suite – Gives detailed insights about audience and trends.
- Ads Manager – View and change Facebook campaigns and ads.
- Events Manager – Reports actions taken on websites, apps, and physical stores.