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Facebook Analytics is going to close on June 30

 

By June 30, 2021 you won't have access to Facebook Analytics, because an announcement comes with short notice declares that it's going to be closed, giving marketers who depend on it to measure conversion data , a chance less than three months to think about adapting with new alternatives and finding other solutions.

 

This announcement was published in the Facebook for Business help center, also analytics.facebook.com redirects users now to the announcement, which says:

“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”.

The company doesn’t give a dedicated reason for the decision of closure. Instead, it directs users to other business tools as an alternative.

Facebook directs users to the following business tools to use after Analytics is closed:

  • Facebook Business Suite: it helps users in controlling their Facebook and Instagram business accounts. Offering insights related to business’s audience, content, and trends ( unfortunately it's not available to everyone).
  • Ads Manager: this tool is an addition to businesses as it helps them view, edit and make changes, see results for Facebook campaigns and ads.
  • Events Manager: this offers setting up and managing Facebook business tools like the Facebook pixel and Conversions API, it also reports on actions taken on a business’s website, app, and physical store.

If marketers succeed in using this combination of the above tools, they’ll have the ability of finishing the same tasks they’re used to in Facebook Analytics.

Facebook Analytics connects data from a Facebook page with data from the Facebook pixel. After the connection, analytics will show a conversion path between a customer engaging with a business’s content and reflection on taking a purchase decision at the end.

 

An IOS 14 update asks users whether or not they want to be tracked by apps on their phone and If users say they don’t want the Facebook app to track them, this will make data more difficult and impossible for marketers to get the same conversion data from users as usual.

Facebook has some goals to make Business Suite the only way for businesses to manage their activity through Facebook, Instagram, and Messenger.

There’s only a problem, which is that Facebook Business Suite is only available to small businesses.

When Facebook Business Suite was announced last year, the company declared about it’s intention for the tool to make it available to businesses of all sizes in 2021.

Facebook now has to follow through on that promise, or to offer any kind of update which makes plans spread the tool widely. Facebook Business Suite may receive an update and it will be available before June 30.

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source : searchenginejournal.

 

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