Facebook has just announced that its analysis tool “Facebook Analytics” will no longer be available as of June 30, 2021.

Why did Facebook make this decision? And how will it affect those who used this tool to know who interacted with their page? Here’s what you need to know.

Facebook created Facebook Analytics years ago so that users could visualize the complete path that eventually leads a user to convert, in addition to being able to create visual aids such as:

  • Funnels
  • Cohorts
  • Overlap charts
  • Etc.

Why would Facebook get rid of this tool?

The problem was not in the tool itself but in how specialists used it. There were much more robust analysis tools on the market than Facebook Analytics.

However, these tools did not have access to the same demographic data (like age, name, etc.) of a first-party like Facebook. Eventually, Facebook Analytics became more of a complementary tool for analysis.

To unify its different business software, Facebook decided to end the continuity of Analytics to prioritize its other tools.

How to prepare for Facebook Analytics shutting down

Export the data from your Facebook Analytics account in CVS format to your computer. You can use this information to migrate to other analysis tools without losing the past data of your page. Just go to Facebook Analytics on your desktop and click in the top-right corner of each chart or table.

There will still be other business tools that will allow you to continue analyzing the behaviour of your ads, publications and activities on both Facebook and Instagram. Make sure to make yourself familiar with them:

– Facebook Business Suite

– Ads manager

– Event manager.

Understanding your market on Facebook in 2021

With these changes, Facebook seeks that users within its platform continue to have a pleasant experience and that those who use the platform for business purposes can also understand how users behave with their content.

For digital businesses, 2021 will be a good year to continue growing in the online world. If your business is not yet taking advantage of these resources to evolve digitally, it is time for you to join the pack.

At Mrkt360, we can help you create digital strategies on Facebook for all businesses using extensive knowledge of how the digital market works. We have become a Facebook Partner for our track record of success as Facebook Advertising specialists.

Are you ready to take your Facebook Advertising to the next level? Contact us today!

 


About the author:

Alex is a student at the Institute of Technology and Higher Education of Monterrey. He is currently studying to obtain his degree in Communications in Digital Media in May 2021 while also specializing in Project Management for Creative Industries and Digital Media Production. He is passionate about entertainment, creative writing and generating engaging content through his work.