Published 28th April 2021 | News, Social Media Marketing

Facebook Analytics is going away for good on the 30th of June. Here’s everything you need to know

Written by Emma Lunn – Digital Marketing Executive at C4B

Since its launch in December 2017, Facebook Analytics has been a vital tool for businesses to gain insights on the performance of their social marketing efforts. However, the platform has recently announced that they are planning to remove the feature on the 30th of June 2021. With that in mind, many businesses will need to re-evaluate their analysis tools, so we wanted to provide you with all the information you need before it’s deactivated.

What is Facebook Analytics and why is it useful?

As a business, it’s incredibly important to monitor how your marketing efforts are performing on social media. Facebook Analytics tracks likes, views, and engagement, while also providing information on who your audience is and how they’re interacting with your page. This is incredibly important as Facebook can reach 1.62 billion users every day, but if your ads or organic posts are not getting the right attention, then they won’t return on your investment of time or budget. Understanding how and when people interact with the content you post on Facebook is also a crucial way to make sure the Facebook algorithm works for you, rather than against you.

Facebook Page Insights and Facebook Audience Insights are both Facebook analytics tools that’ll be leaving in the summer. Facebook Page Insights gives you detailed analytics for your Facebook Page, so you can track what works, learn how people interact with your content, and improve your results over time. On the other hand, Facebook Audience Insights helps you understand your Facebook audience so you can better target your ads and create more relevant content.

When is Facebook Analytics leaving the platform?

Facebook Analytics will no longer be available after 30 June 2021. Until then, you’ll still be able to use the feature as normal, access reports, export charts, and tables, and explore your insights. A key thing you’ll want to do before that date is export the data that has already been collected for your page. To do this, click the arrow in the top-right corner of each chart or table. There you’ll see an option to export your data into a CSV file. This facility won’t be available once Analytics leaves the platform so make sure you do it before the 30th of June.

What tools can I use instead?

Other business tools are available to help you understand your advertising, presence, and activities on Facebook and Instagram. A few examples of these are:

  • Facebook Business Suite allows you to manage your Facebook and Instagram business accounts and can show you detailed insights about your audience, content, and trends.
  • Ads Manager lets you view, make changes and see results for all of your Facebook campaigns, ad sets, and ads.
  • Events Manager can help you set up and manage Facebook Business tools like the Facebook pixel and Conversions API. It can also report actions taken on a website, in an app, and even in a physical shop.
  • Other alternative external platforms such as LoomlyBufferHootsuiteBrandwatchDigimindAudiense, or Cyfe can sync your social profiles and monitor cross-platform campaigns.

Need help monitoring your social campaigns?

With Analytics leaving the platform, monitoring your Facebook performance might lose a bit of its simplicity.

Although you can still gain insights from Facebook Business Suite or another external platform, our marketing specialists can help you with the transition or work with you to monitor and evolve your social strategy. If you’d like to find out more about how we can help you achieve your goals, get in touch today.

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