Facebook to discontinue Facebook Analytics from June 30, 2021

This week with a muted trombone, Facebook recently announced to its users that Facebook Analytics would discontinue from June 30, 2021.

Granting users less than three months to store the previously recorded insights.

The tool is functional till then, and users have the liberty to export charts and tables of the previous analysis.

This news was published hastily on the Facebook business help center,. Only allowing a very short time for developers and advertisers to save the reports before they could eradicate the feature completely.

The company doesn't offer any rational reasoning for this unexpected move. Instead, it aimed its users to focus on other tools for business management.

Although, In the bulletin posted by Facebook, to lessen the impact of Analytics removal, it guided the users to use the below-mentioned equivalents to track their growth, engagement, and monetisation activities

WHAT ARE THE ALTERNATIVE EQUIVALENTS?

- Business Suite

- Ads manager

- Events Manager

These three are believed to be the best possible alternatives to Facebook Analytics and if mastered, can be a suitable substitute.

However, if not, these substitutes restrict the users to Facebook-specific performance data; chances are users might have to rely on first-party data or find individual solutions to reach their customers.

Underneath is information about the Facebook Analytics background and its functionality to give you a detailed understanding; read through.

HOW DID IT ALL START?

As a cue from Google Analytics, Facebook too launched its feature several years ago, a measurement feature within the platform.

The ideology was to accumulate data from different channels from Facebook and Instagram- comments, followers, likes, and views.

After that, users could create funnels, cohorts, and overlap charts for data visualisation—All-in-all, a feature that could represent consumer behaviour in numbers.

However, shutting it down was a little unexpected.

WAS THE FEATURE EVEN HELPFUL?

The hitch here is that no one really operated this feature, as Facebook launched this feature a little later than required. Meanwhile, other robust analytics tools had already captured the attention of interested developers. The only information that developers received from Facebook Analytics was the age and gender of their users, something they don't have feasible access to in other tools.

In the end! Why is Facebook shutting down the feature?

It appears that the ending of Facebook Analytics is a measurement to sweep away cobwebs in advance of Apple's soon-to-hit iOS 14 privacy changes. Facebook considered this to be an easier option instead of adapting to the new privacy norms.

Anyhow, The social media giant has not given out any statement for shuttering the Analytics, so it is not known whether this decision is precisely in view of the iOS update.

Although the loss won't cause much of a stir in itself, it's evident that tightening privacy is hastening the demise of these privacy-invading features and will continue to be.

On the other hand, Facebook is now targeting to make Business Suite the only interface businesses need to manage Facebook, Instagram, and Messenger activity.

However, there is one problem; currently, Facebook Suite's availability is only limited to small businesses.

Facebook promised to make suites available for businesses of all magnitudes.

Although those promises are yet to be fulfilled, it would be interesting to see how privacy advancements will influence analytics eventually.