Facebook Analytics Shuttering on June 30

Why is Facebook analytics going away? Facebook to shut down its Analytics and Insights feature. Which are the alternative tools?


The declaration of Facebook Analytics being shuttered on June 30, 2021 has left marketers amazed with a very less time to switch to alternatives.

The reliability of marketers on Facebook Analytics to measure conversion data has led to this announcement which comes forth with a decidedly short notice.

Facebook for Business help center had published this announcement. Clicking on to analytics.facebook.com is now redirecting users to the announcement, which reads the following:

“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.”

As per the latest news, the company hasn’t offered any reason behind its decision to shutter Facebook Analytics. Instead, it has started directing users to various other business tools that are not its exact alternatives.

Facebook avails users with the following business tools to use after the removal of Analytics:

Facebook Business Suite: It enables users to manage their Facebook and Instagram business accounts with detailed insights about a business’s audience, content, and trends though currently it is not available to everyone.

Ads Manager: This allows businesses to view, make necessary changes, and view results for their Facebook campaigns and ads.

Events Manager: This will help users to set up and manage Facebook business tools similar to that like Facebook pixel and Conversions API. It will also generate reports on actions taken on a business’s website, app, and physical store.

Marketers are required to adapt to use a combination of the above tools in order to be able to complete the same tasks which they earlier accomplished while using Facebook Analytics.

Facebook Analytics is basically used to connect data from a Facebook page to a data from the Facebook pixel. When this data is connected, Analytics reveal a conversion path between a customer engaging with a business’s content and thereby involving into making a purchase from Facebook.

Because of an update in iOS 14, which asks users whether or not they want to be tracked by apps on their phone, has made the tracking of this data more difficult with or without Facebook Analytics.

If a user chooses the option of not getting tracked by the Facebook app then it’s impossible for marketers to get the same conversion data from the user like earlier.

As Facebook has not specified a reason for shuttering Analytics, it cannot be linked with the iOS update.

Facebook is eyeing to make Business Suite the primary interface businesses would require to manage their activity on social media platforms like Facebook, Instagram, and Messenger. But Facebook Business Suite is only available to small businesses at this time which could limit the possibility of its scope.

At the time when Facebook Business Suite was announced last year, it stated its intention is to make the tool available to businesses of all sizes in 2021. Though, Facebook haven’t rolled out any kind of update regarding its move to avail the tool more widely yet. Probably an update to Facebook Business Suite is expected before June 30.

Let’s hope we get easy conversions & be able to track them via alternatives of Facebook Analytics with ease & efficiency.

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