Facebook quietly informed its users of Facebook Analytics that the free tool will disappear on June 30, 2021, which gives marketers a shock.
Marketers who rely on Facebook Analytics to measure conversion data to access reports and insights and the advertisers and developers who want to retain access to their currently available data will need to export it to their desktop by the end of June.
After FB Analytics, advertisers can use the Facebook Business Suite, Ads Manager, and Events Manager to track their growth, engagement, and monetization activities on Facebook and Instagram.
Navigating to analytics.facebook.com now redirects users to the following announcement:
“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.”
Facebook Business Suite: Users can use this app to manage their Facebook and Instagram business accounts. Provides detailed information about a company’s audience, content, and trends.
Ads Manager: Allows businesses to view, change, and see the results of Facebook campaigns and ads.
Events Manager: Can assist users in setting up and managing Facebook business tools such as the Facebook pixel and the Conversions API. Also provides information on actions taken on a company’s website, app, and physical store.
However, the demise of Facebook Analytics appears to be the latest example of Facebook taking action to clear out its measurement cobwebs ahead of Apple’s upcoming iOS 14 privacy changes. Rather than adapting these tools to the new privacy paradigm, this is the easier option.
If a user indicates that they do not want the Facebook app to track them, marketers will be unable to obtain the same conversion data from the user that they previously could.
Although the removal of Facebook Analytics will not raise much of a stir in and of itself, it is proof that the larger privacy-related measures that are expected to expedite its demise are still – and will continue to be–very much in play.
Even so, some people will miss Facebook Analytics when it is no longer available.