Facebook Analytics will no longer be available after June 30, 2021. The analytic tool allowed businesses to track conversion from the Facebook app to an online purchase. It did so by collecting data from your Facebook Pixel on your website and Facebook page.
Though the date of the update announcement came at a surprise —considering the short amount of time for marketers to find an alternative— the actual update should come at no surprise. Why so? Website conversion tracking is more difficult than ever before due to internet privacy laws and data tracking regulations. Facebook will continue to collect analytics from the server-side, which will prove to be more accurate than incomplete off-app tracking data.
Alternatives to Facebook Analytics
Are there any alternatives to Facebook Analytics? Yes, and the answer lies in Facebook’s other business tools, such as:
- Creator Studio
- Business Suite
- Ads Manager
- Events Manager
Each of these tools provides detailed insights on your Facebook page performance, audience, ads, and website pixels. You will use the data to find the same insights you once made with Facebook Analytics.
Ads Manager and Events Manager will be the most helpful in this endeavor. Within the Ads Manager, you can manage and review ad campaigns to see if your ads are converting viewers into engagers. Within the Events Manager, you can manage Facebook pixels and track website actions.
Another alternative to Facebook Analytics is to use a third-party app, thus putting all these business tools in one place. Some options include Agorapulse or Sprout Social, which are full-featured social media dashboards to manage and review analytics easily.
The Future of Social Media Marketing
As mention at the onset, the news of Facebook Analytics going away may have been even anticipated by some. Off-app tracking for targeted ads or conversion analytics is just not as effective as it used to be. Marketers must move forward with timely techniques. During, A Simple Recipe for Social Media Success webinar, we’ll provide a basic strategy, using the current best practices for social media that saves time and gets results. Learn more about navigating social media marketing efficiently at the online session.