Facebook Analytics will close on June 30 – Here’s why it’s (and isn’t) a big deal

With the dull bleating of a sad paperclip, Facebook Analytics will soon be gone.

With the dull bleating of a sad paperclip, Facebook Analytics will soon be gone.

This week, Facebook quietly informed Facebook Analytics users that the free tool will no longer be available as of June 30, 2021.

Until then, users will still be able to access reports and information, and will be able to export graphs and tables. Advertisers and developers who want to retain access to their currently available data will need to export it to their computer by the end of June.

Advertisers can use other tools to track their growth, engagement, and monetization activity on Facebook and Instagram once FB Analytics goes away, including Facebook Business Suite, Ads Manager, and Events Manager.

“Marketers will need to rely on performance data specific to Facebook, but the important point is that marketers will need to find their own individual solutions and rely on first party data and DMPs to achieve their goals. clients, ”said Sam Huston, chief strategy officer. officer at digital marketing and performance agency 3Q Digital. “I see this more as a natural evolution from a time of crisis or an unexpected change. “

How it started

Facebook launched Facebook Analytics several years ago, as if it took inspiration from Google Analytics, in the hopes that it would take off as a cross-device measurement solution, although it never was widely used. adopted.

Its main purpose is to connect data from a Facebook page with data from the Facebook pixel in order to show the full conversion path between what is happening on Facebook and Instagram – a comment on a post, for example – and a possible purchase in an app. or on a website down the line.

Users can also create funnels, cohorts, overlap charts, and other data visualizations to get different slices and views that show how people interact between platforms related to their interactions on Facebook and Instagram.

How are you

The problem is, no one has really used Facebook Analytics, because it’s not very useful.

Most developers much prefer more robust product analysis tools, such as Amplitude or Mixpanel, the mobile growth consultant said. Thomas Petit.

If developers take a look at Facebook Analytics, it’s usually just to get an idea of ​​what information Facebook has easy access to that developers don’t always have, such as the age and gender of their users.

But it was really just a nice feature to have – rather than anything essential.

“Of course, many developers have [Facebook Analytics] because they use the SDK for other purposes, but they hardly use it, ”said Petit. “It could provide point information on demographics that many developers do not have as proprietary data … [but] I have never seen FB Analytics as a potential replacement for product analytics. “

Why now?

But the end of Facebook Analytics also appears to be the latest example of Facebook taking action to sweep its measuring cobwebs ahead of the upcoming privacy changes Apple is rolling out on iOS 14. It’s the easiest option. than to adapt these tools to the new paradigm of confidentiality.

“My personal theory is that iOS 14 creates a catalytic event to get rid of minor and privacy-problematic analytics tools that haven’t been widely adopted,” said Noah Freeman, product manager at digital agency Aisle. Rocket.

“While some of these tools being retired have nothing to do with iOS 14, like store visits, others have relied heavily on the pixel, like Facebook Analytics,” he said.

In early March, ad buyers were notified of Facebook’s plans to turn off in-store visits, improvement studies, and personalized audiences for in-store visits. (These changes will take effect from April 1, 2021.)

While the loss of Facebook Analytics won’t cause much turmoil on its own, the removal of this tool is proof that the privacy-related macroeconomic changes that are likely to accelerate its demise are still – and will continue to be – very. stake. .

“It looks like they’re just undoing something that no one is really using,” said Madan Bharadwaj, technical director of attribution and incrementality testing startup Measured. “The biggest issues for brands are still cracking down on tracking, lifting testing limits and reducing attribution windows.”

Still, there are people who are going to miss Facebook Analytics when it’s gone.

Story updated at 5:30 p.m. to include the above tweet exchange.

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About Shawn Dufault

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