Social Media giant Facebook have confirmed that their analytics tool will no longer be available after the 30th June 2021. Some sources have speculated that the reason Facebook are pulling the plug on this service is because businesses aren’t getting the value of Analytics as a tool. As a result, Facebook will instead point business users to business suite, ad manager and events manager to gain insights into business activity.
What are Facebook Analytics?
Facebook analytics are packed full of insights and data that can help you get the most from the social network that reaches 1.62 billion users every day. This tool allows you to get a better understanding of your audience and how they interact with your business page. Therefore, you’re able to get a better understanding of the value of your social media content, and your return on investment (ROI). Since Facebook created the space for Facebook audience insights, not many people actually tap into this data or use it effectively to drive their content.
Facebook analytics overlap with Facebook page insights – and both produce different data.
What can you gain from page insights?
Page insights are possibly more commonly used with businesses in the UK. By clicking on ‘insights’ from your page, you can see who’s following you, how people are interacting with your content, how many people you have reached, what actions your audience took and the impact of Facebook paid advertising. You can choose whether you see the data as an overview, or if you want to delve into each heading independently.
Each month, Youbee Media collates a report for their clients taking the key elements of this data and understanding what this means to the audience. This data is a helpful way to understand what content your audience engages with and when they're most likely to be online and is the key to social media management.
What will this mean for business users?
When Facebook switches off their analytics tool, the social media giant will point users towards Business Suite, Ads Manager and Events Manager to access and view this information. This will allow businesses and marketers to track growth, engagement and monetisation of the social media activity. Therefore, technically the same data will be available – but just found in a different place.
Facebook Business Suite allows you to manage your 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 such as the Facebook pixel and Conversions API, and reports actions taken on your website, in your app and in your physical shop.
If you need support gathering data from your social media activity, understanding your audience or tracking your ROI, contact my marketing consultancy and one of our team to arrange a marketing review and audit, or join one of my marketing workshops to cover all of your marketing needs.
