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Home > Digital Marketing Blog > Facebook Analytics Is Shutting Down on June 30, 2021

Facebook Analytics Is Shutting Down on June 30, 2021

Facebook Analytics Is Shutting Down
April 12, 2021

Facebook Analytics Is Shutting Down on June 30, 2021

Apr 12, 2021
Devyani Paliwal
Devyani is an ACJ graduate with a bachelors in English Literature. A voracious reader since her school days, cinema aficionado and music enthusiast, she has been doing content writing for some time now.

With a user base of over 2.6 billion users worldwide, Facebook remains the social networking platform with the most number of active users. Over the years, the platform has evolved into so much more than just an online chatting space and this is why its dominance over the social media scene remains unparalleled. 

Having an account on Facebook is vital for every business out there in our times because the reach it provides is immense. To help them in navigating their campaigns and effectively use the platform, Facebook Analytics has played an important role. This feature that was introduced by the platform was a real gamechanger. 

When Was Facebook Analytics Introduced?

The Analytics began running in December 2017. Initially, there were many questions about what Analytics brings to the table that Google Analytics and Facebook Insights already don’t? 

The answer to this question was, that essentially, it was created to make the different properties of Facebook connect. It provides information on how exactly the users interact with a website and since Facebook pixel is a core component of Analytics, the interactions between Facebook events and the users can easily be mapped. 

The Analytics section of the platform can be accessed through the Ads Manager or Business Manager, after selecting the Menu option and then Tools. 

How Has Analytics Helped Marketers?

Facebook Analytics provides marketers with the information they need so that they can optimize their current content and establish a more effective presence on the platform. It gives businesses access to insights such as how well every post is working with the audience, the engagement, follower demographics, and so on.

Basically, it gives them a holistic view of the audience they are attracting. Since the platform constitutes such a massive portion of social media marketing, the insights that Analytics provided are pretty crucial to marketing campaigns. 

It has sort of become like the backbone of the advertising industry that the platform has established. This industry is currently one of the biggest traffic sources for businesses or companies when compared with the other platforms. 

One of the most distinguishable factors that sets Facebook Ads from the others is the presence of Facebook Analytics and this sentence alone testifies for the impact it has had. 
The fact that it is shutting down in a couple of months came as a rude shock to marketers as the announcement was very short notice. 

Why Is Facebook Analytics Shutting Down?

There was no big announcement that let everyone know about the impending shutting down of Facebook Analytics - just an entry in the Facebook for Business help centre that said, 

“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.”

There was no solid reason provided behind this move by the company. Recently, they have released an update in iOS 14 and this is being speculated as one of reasons behind this but there is no solid proof to back this theory. 

According to this latest update, if a user doesn't want to be tracked by the Facebook app, then marketers won’t be able to do so. Therefore, as a result of this update, marketers don’t have access to as much conversion data as they used to. 

What Are Its Alternatives?

As mentioned above, in the entry posted by Facebook on the Business Help Centre, it gave users alternatives that would help them in getting the job done. However, these don’t exactly live up to the features that Analytics provides. The business tools suggested by Facebook are:

Facebook Business Suite 

With its help, users can manage their business profiles on Facebook and Instagram. It provides in-depth information about the account’s audience, the content that’s being published, and the trends. 

One of Facebook Business Suite's greatest benefits is that it lets users analyze the posts they put out on both the social media platforms in one go, and this makes it pretty convenient.  

Ads Manager 

With its help, businesses can analyze, make improvements and then study the results that those led to in their Facebook campaigns and ads. From ad creation to its launch, Ads Manager tool is there though it all and aids users in gaining access to their target audience.

Events Manager 

With its help, users can easily start using Facebook business tools such as pixel and Conversions API, and manage them as well. Further, it tracks ongoing campaigns, provides reports on ads, helps in optimization, performing experiments (A/B testing, etc.) and so on. 

It also gives reports about any actions that are taken on the business’s website, app, as well as physical store.

The options given above, if used in a certain combination, can be really helpful for marketers to overcome any problems that they might have to face when Facebook Analytics shuts down. This is because doing so will enable them to complete all the tasks they have been doing till now without any issues.

Facebook has certain plans that in the future, Business Suite will be the only interface that will be present to help businesses manage their different accounts on Facebook, Instagram, and Messenger. However, currently there is one small problem with that eventual plan.

At this time, Suite is only available for small businesses but Facebook had announced last year that they’re working towards making it available for businesses of all sizes. Hopefully, the company will be able to achieve this before June 30.  

Conclusion

As a marketer, one has to be ready for whatever challenges that may come since everyday, something new comes up in the marketing industry and needs to be dealt with. The loss of Analytics, while it might seem like a big one, is not something that can’t be dealt with easily. 

It just goes on to prove that in the ever evolving digital space anything that isn’t really providing any real value is let go off. But this doesn’t mean that Analytics won’t be missed when it is eventually gone in a couple of months

If you want to stay updated about the developments in the digital space, don’t forget to go over Digital Ready’s Blog section. Further, also go over the various courses that we offer and take your first step towards becoming a digital marketer
 

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