It doesn't matter if you're looking to see who peaked in high school, wanting to shill some aggressively patterned (and priced) leggings, or trying to drive new leads and customers for your business – the blue-based social giant has something for everyone.
But if you're a digital marketer who does anything on Facebook, I have some significant social media marketing news for you, so you may want to sit down.
Facebook Analytics: 'It's not me, it's you'
Facebook Analytics is the one-stop-shop standalone app for analyzing and optimizing your customer's journey across all their interactions with your brand on Facebook (e.g., business page, messenger, Instagram) or online spaces where you've integrated the Meta Pixel (e.g., your website).
If you've been relying upon the app to help you track your growth, engagement, and audience monetization efforts on Facebook, I know this is quite the gut punch. And you likely have a lot of questions:
Why is Facebook Analytics going away? (Is it a personal attack?)
What do you do without it for your analytics needs?
“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 did not provide any reason as to why this move was being made. They only made the announcement that it was, indeed, happening.
Although they did not give any indication as to why the change was happening, the Facebook team did offer the following alternatives for those feeling adrift without Facebook Analytics as part of their future:
Facebook Business Suite, the single point of entry for businesses managing their Instagram and Facebook business presences. Yes, it gives you insights into trends, audience, and content performance, however, it is not available to everyone.