The Sun Has Set on Facebook Analytics
Marketers crave data. Fortunately, and sometimes, unfortunately, there is a multitude of tools at our disposal that can make it difficult for us to decide what matters and what doesn’t, what’s useful and what isn’t.
As of July 1, 2021, Facebook Analytics is no longer available. And initially, while you might feel cause to panic, we’re here to tell you: don’t.
"Even though this tool is going away, we continue to invest in measurement products that provide insights and data analysis capabilities," the short Facebook announcement said.
Most of the data shown on Facebook Analytics can be found through other competitive and affordable data platforms included Facebook Insights, Business Suit, Ads Manager, and Events Manager. Facebook’s decision to shut down Facebook Analytics is an effort to consolidate its tools.
This decision does come on the tails of Google and Apple’s updates to online privacy updates. Because of the ongoing moves towards data privacy, Facebook can prevent future data concerns with the streamlining of Analytics tools.
If you were using Analytics tools, here are a few alternatives that can help you track your customer’s journey from social media to on-site conversion to consider:
Facebook Business Suite
Facebook Ads and Events Managers
As the world continues to make changes in the online privacy policies, we will most likely see more changes to analytics platforms in the future so it’s good to know when to invest in new analytics platforms or workarounds if the tools you use are no longer relevant.
"Marketers will have to rely on Facebook-specific performance data, but the important point is that marketers will need to figure out their own individual solutions and rely on first-party data and DMPs to reach their customers," said Sam Huston, Chief Strategy Officer at digital and performance marketing agency 3Q Digital. "I see this more of a natural evolution versus a crisis moment or unexpected change."
That being said, if you haven’t seen the updates coming to Apple and Google privacy policies, check out our previous blog post to learn how it may affect your marketing.
When it comes to analytics, tracking, and making informed marketing choices, we are here to help! Get in touch with us to learn how AirTank can help your business rise above your sales and marketing challenges.
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