This week, Facebook sent out an email regarding a retirement announcement of one of its measurement products: Facebook Analytics. As of June 30, 2021, you will no longer be able to access Facebook Analytics so if you are a small or medium-sized business (SMB) that manages your own Facebook page and ad account, you might find the following information helpful. If you are new to Facebook advertising and page management, you will want to avoid using Facebook Analytics all together. Marketers and Advertisers that utilize this tool should also read on!
What is (or was) Facebook Analytics?
Facebook Analytics is to Facebook Pages as Google Analytics is to websites – or at least in theory. It provides data and insights into user behavior and how they interact with a Facebook business page and then tracks conversion data that occurs on a website or app. One of the main differences is that Google Analytics is much more robust in features and AI-reporting, but also provides first-party data (data that is collected directly from a website). Facebook Analytics looks as though it was abandoned far in the past. Many of the available tools are customizable yet still take time to configure. It also tracks website data through the Facebook pixel however, this method of tracking behavior data is considered 3rd party data which will be eliminated this year when Apple completes its updates to the iOS14 platform.
Why is Facebook Shutting Down its Analytics?
With the elimination of 3rd party cookie data, Facebook Analytics won’t be able to adequately track conversion data from a website or app – losing one of its main functions. In addition, with the lackluster of options available in Facebook Analytics, it may leave you wanting more. That’s the feeling many people have regarding Facebook Analytics, so much so that many advertisers seek page analytics elsewhere through 3rd party analytics software. Product intelligence platforms, such as Amplitude, integrate with Facebook and provide data analytics far more in depth and insightful than Facebook Analytics was ever able to achieve.
What Do I Do Now?
Don’t panic! If you use Facebook Analytics as a main source of data for your Facebook marketing initiatives, there are a few other tools available within Facebook that you can turn to. Facebook Business Manager is a great product that allows you to manage your Facebook page, Instagram, and Facebook Ads in one place. Insights are also available that can help measure user behavior and trends. Facebook Ads Manager is another great source for data. There, you can measure ad performance and create customized reports. Facebook also has an Events Manager where different tools track website and app activity.
If this all sounds a little overwhelming, no need to worry. Brand Ranch Media has you covered! Our marketing experts are well versed in all Facebook advertising tools and have a direct contact at Facebook to collaborate with to achieve advertising success. Give us a call at 713-309-6380 or shoot us a message to discuss!