Facebook Analytics Is Disappearing – Here’s Why You Don’t Need to Worry

Tracking the effectiveness of your social media campaigns is essential to you as a brand. Without keeping track of what works and what doesn’t, your social media presence may not have room to grow. You need to know what your audience likes, and the best way to do that is to look at engagement on specific posts. From there, you can cater to your audience better and see engagement rise.

So how does Facebook discontinuing the Facebook Analytics tool on June 30 affect how you can analyze metrics for your brand? The simple answer is it doesn’t.

Facebook has slowly been pairing down the tools it provides to analyze data on your page. Analytics overlaps with other tools including Facebook Business Suite, Ads Manager and Events Manager, and, of course, Insights is here to stay. Let’s take a deeper look into each of these tools to find out how they’ve made Analytics outdated. 

Facebook Business Suite

Right now, Business Suite is available for certain users, but once it’s fully live, it will be a great resource. Business Suite shows a high-level overview of all the content across the Facebook and Instagram pages linked to your account. It’s pretty similar to a homepage you would see on any other content management system. You can access your inbox, create posts, stories and ads and see insights into page activity and your audience. It also links out to Ads Manager, Events Manager, Settings and all your Facebook pages.

Ads Manager

Ads Manager is a tool that lets you create, manage and analyze data for all your ads. Here, you can work on creating not just single ads, but longer campaigns that contain ad sets. Ads Manager aggregates results of your ad sets so you don’t have to spend time sifting through data to compare different ads in the same campaign. 

Events Manager

If you’re not using Facebook Pixel or Conversion API on your brand’s website, Events Manager may sound like it is used to create and review page events. Facebook actually has the capability to monitor your website and watch for any actions users complete. These actions, or events, could be anything from a user adding an item to their cart or clicking on your locations page. To do this, you’ll need to add special code to your website to tell Facebook which events you would like to track. In Events Manager, you can see an overview of your event activity, test new events and troubleshoot existing ones. 

Insights

If you’re not so Facebook savvy, you’ve probably been using Insights to review your analytics. To access Insights, go to your page, look to the left-hand side under Manage Page and click the Insights button. Once you’re in Insights, you can see an overview of your page or you can take a deep dive into data on posts, ads, followers, reach and more. 

So, even though the Analytics tool is going away, you’ll still have access to all of the same data you had before. Insights hosts most of the data you’ll want track, but managing ads and events will be easier to do through Ads Manager or Events Manager. Monitoring Business Suite will be a must to stay on top of all activity across your pages. Goodbye Analytics, and hello to a more streamlined experience managing your Facebook pages!