Marketers crave data and that’s why it took many by surprise when Facebook announced that they will be pulling their free data tool, Facebook Analytics on June 30th 2020. Analytic tools help marketers analyse and define their audience and measure if their campaigns are working and the strategies they should implement next.
Free analytic platforms are a great bonus for teams but especially small businesses or start-ups. The Facebook announcement mentioned, “Even though this tool is going away, we continue to invest in measurement products that provide insights and data analysis capabilities.” Throughout this blog, we will explain why Facebook is removing its Facebook analytics feature and why there’s no need to panic and the other alternatives that businesses can use to get similar data about their target audience.
Why Has Facebook Analytics Ended?
Facebook is retiring the Facebook Analytics feature as part of an initiative to consolidate business tools. This won’t affect the insight sections on Facebook pages or Facebook Ads manager. Launched back in 2018 it was a free alternative to platforms like Google Analytics. The tool was used for tracking all the data from the Facebook Business page but you could also create and embed tracking pixels to see the customer journey.
The discounting of the feature came about as Facebook found the same information can be found by users by going on their Insights, Business Suite, Ads Manager or Events Manager. The big difference now that Facebook Analytics is gone, is that you won’t be able to integrate it all to track funnels and off-page data. Facebook noted that its online privacy trends were a factor in their decision – comes at the same time Apple and Google began to limit their data tracking. As Apple’s IOS 14.5 update requires people to opt-in for their mobile apps to be tracked has had a large impact on Facebook targeting.
Facebook Analytics Alternatives
Brands who used the Facebook Analytics tool shouldn’t worry and consider alternatives that will display similar data. There are many free and alternative platforms available to businesses that will help track customers journeys from social media to website conversion. Below is a list of Facebook Analytics alternatives for brands to consider:
- Facebook Insights – An analytic dashboard where businesses can track user behaviour and view post-performance. You can see data including; page views, post reach and competitor page data. There are tabs at the side of the page once you go on Insights, including followers, likes, reach, posts etc. To dive deeper into these metrics, you can click each category listed for more information. The Insights section won’t be impacted by the removal of Facebook Analytics so this tool is still very useful especially for small businesses.
- Facebook Ads Manager – If you are using paid ads on Facebook or Instagram then Facebook Ads Manager is a great analytical tool to use to track and view the results of your campaign. Also within Ads Manager, you have Events Manager where you can use Facebook’s pixel and conversions to track and report actions taken by visitors on your website or app. To use Events Manager you will need to add the Facebook Pixel code to your website.
- Google Analytics – Sometimes Google Analytics is perceived as a high-end analytics tool, it certainly has a lot of quality features that have helped marketers globally transform their marketing strategy. Google Analytics is more tricky to get to grips with. It is one of the best tools for data to try and understand your customers.
- Social Media Scheduling Platforms – Scheduling platforms like Hootsuite or Social Sprout have their own analytics which offers their users a complete picture of their social media efforts in one place. These platforms will display key metrics for each social post plus key metrics for each channel.
- Hubspot -Hubspot has a social media management software that allows you to link and share posts on your Facebook account but also tracks conversions and engagements. This software can help you understand and determine which of your marketing tactics is working best and how your marketing efforts affect your bottom line.
Facebook Analytics isn’t the same as Facebook Insights or Ads Manager so I won’t worry as you aren’t losing all your data. You will still be able to check the usual audience, engagement follows and ad metrics as before. The big difference is that you won’t be able to integrate it all to track funnels and off-page data. As the world evolves and wants more online privacy, Facebook won’t be the only platform that will have to change a couple of its tools and features. It’s important for marketers to know what analytic platforms are better for their brand and what tools are no longer relevant.
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