Facebook has, quietly, made a major announcement and it will have a significant impact on social media and digital marketers.
Effective June 30, Facebook will be eliminating its Analytics tool option. The Insights tool on Facebook, which offers page managers ways to see a post's reach, impressions, engagement, etc., is also on the way out.
According to its announcement, which is buried on its Business help page:
"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. Other business tools can help you understand your advertising, presences, and activities on Facebook and Instagram, including:
- 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. (This tool may not be available to you yet.)
- Ads Manager lets you view, make changes and see results for all 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, and reports actions taken on your website, in your app and in your physical store."
Now the question is why? Well, Facebook doesn't reveal its reason. But that doesn't mean there aren't theories.
According to a report in Ad Exchanger, Facebook Insights and Facebook Analytics was not as useful as many other analytics tools. Reportedly, a number of businesses used tools like Amplitude or Mixpanel more than Facebook Analytics. (Source: Why Is Facebook Analytics Going Away? What Is Facebook Analytics Feature?)
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