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.
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:
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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