The Facebook Analytics tool set up to help businesses better understand their Facebook audience and measure success is no longer available. Facebook recently announced the tool was going away on June 30 as a way to consolidate its tools.
What Other Options Exist
Even though the Analytics tool is going away, Facebook says it will continue to invest in measurement products that provide businesses insights and data analysis capabilities to help them most effectively use the channel. The removal does not affect the Insights sections of Facebook Pages and Instagram Profiles, which has been the preferred tool in recent years.
The Facebook tools currently available to help businesses measure their presence and activities on Facebook and Instagram include:
- Facebook Insights - a dashboard where you can track business page user behavior and post-performance. You can find all the same information that was on Analytics, such as page views, post reach for paid ads and organic posts, competitor page data, etc. Most marketers had already shifted to using Insights over Analytics.
- Facebook Business Suite - a tool (not yet available to all) that allows you to manage your Facebook and Instagram business accounts, along with seeing analytics and trends.
- Ads Manager - a tool where you can see your advertising analytics. You can view, make changes and see results for all your Facebook ad campaigns.
- Events Manager - a tool that allows you to compare activity across all of the platforms associated with your Facebook business account. In order to use it, you must set up a Facebook pixel to track actions on your website, store or app.
Industry experts predict that Facebook will be the first of many platforms evolving and streamlining technology in advance of Apple’s soon-to-hit iOS 14 privacy changes. As privacy protection continues to ramp up, expect to see more announcements and alternatives offered.
In summary, it appears Facebook is removing a tool most were no longer using and that may have faced scrutiny for privacy issues in the future.
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