The Facebook Analytics tools have long been used by businesses to gain insights into their potential audiences on Facebook and Instagram. These tools collected and showcased data relevant to business’s Facebook and Instagram pages that could be leveraged for marketing and other purposes.
From highlighting the most engaging posts to providing traffic information and statistics related to views and conversions, these tools have been essential in helping businesses understand what types of content work best for their target audience. As a result, Facebook Analytics have enabled many businesses to run successful marketing campaigns on Facebook and Instagram for many years.
However, as of July 1, 2021, the Facebook Analytics tools will no longer be available for use. Facebook has recently announced the retirement of Facebook Analytics as “an initiative to consolidate business tools.” Thus, it can be assumed the end of Facebook Analytics will open the door to a more streamlined approach for understanding the impact of a business’s Facebook and Instagram pages.
Facebook has promised they will “continue to invest in measurement products that provide insights and data analysis capabilities.” Additionally, they have noted this change will not affect the Insights sections that can be found on both Facebook pages and Instagram Profiles.
Steps to Take Before Facebook Analytics is Sunset
Until July 1, 2021, businesses will still have access to all of their Facebook Analytics data, including reports, charts, tables, and other insights. This data can be exported from Facebook Analytics to a secure location for future use. Taking steps to back up this data will ensure businesses don’t lose it forever when the tools are sunset.
If Facebook Analytics has played an important role in your digital marketing campaign, you may want to begin considering tools you can use to gain insights into your business’s presence on both Facebook and Instagram in the absence of Facebook Analytics.
Facebook has made three recommendations in this regard:
- Ads Manager. With Ads Manager, you can easily view your Facebook campaign and its results as well as make changes to ad sets and ads.
- Events Manager. Utilize this platform to set up and manage Facebook pixel, the Conversions API, and other Facebook Business Tools. You can also use the Events Manager to access reports of actions taken outside of your Facebook or Instagram page, such as on your brand’s website, app, or in your brick-and-mortar storefront.
- Facebook Business Suite. This tool can be used to manage business accounts on Facebook and Instagram. It showcases detailed information about your audience, engagement with your content, and noteworthy trends. However, it is not available to all users at the moment.
Who Will Be Affected When Facebook Analytics Goes Away?
While many businesses have gotten in the habit of using Facebook Analytics to aggregate and analyze data, others have long relied on alternative tools. For example, Qiigo does not use Facebook Analytics, and therefore Qiigo clients will not be affected when these tools are retired. If you have any questions about your account in the meantime, don’t hesitate to reach out to your Qiigo Account Manager.
