Facebook will be turning off its Analytics feature on the 30th June 2021, here’s why…

Last week, Facebook quietly informed users of Facebook Analytics that they will be shutting down its Facebook Analytics feature from June 30th 2021. Until then you will still be able to explore insights, access reports, export charts and tables. 

Did you know… Facebook claims to reach 1.62 billion users every day.

If you’re unfamiliar with Facebook Analytics, we’ll give you the low down. Facebook Analytics is a tool to track page views, likes and to monitor the interaction of the audience within a business page on Facebook.

Facebook Analytics helps a business take an orderly approach. Analytics also help a business refine its strategy and measure on ROI. It helps users understand how and when people interact with the content they post on Facebook and is essential to make sure that the Facebook algorithm works best for them.

But don’t worry, Facebook will still have a few features that will show insights about your content, trends and audience. 

Other business tools can help you understand your presences, advertising and activities on Facebook and Instagram such as Facebook Business Suite – allowing you to manage your Facebook and Instagram business accounts and can show detailed insights about your content, trends and audience. Facebook are deciding when this may be available to you.

There is also Ads Manager – which lets you view, make changes and see results for all your Facebook campaigns and ads.

And last but by no means least, Events Manager – which can help you set up and manage Facebook Business Tools like Conversions API, Facebook pixel and reports actions taken on your website, in your physical store and in your app.

But why the sudden change? According to a report in Ad Exchanger, Facebook Insights and Facebook Analytics was not as useful as many other analytics tools. It was reported that a number of businesses used tools like Mixpanel and Amplitude more than Facebook Analytics. 

The end of Facebook Analytics also appears to be the latest example of Facebook taking action to step away in advance of Apple’s soon to hit iOS 14 privacy changes. That’s the easier option rather than adapting these tools to the new privacy standard.

“My personal theory is that iOS 14 is creating a catalyzing event for getting rid of minor, privacy problematic analytics tools that were not heavily adopted,” said Noah Freeman, head of product at digital agency Aisle Rocket.

The news of shutting down Facebook Analytics gives marketers less than three months to adapt to alternatives. Will you miss using Facebook Analytics?