Where is Facebook Analytics

It is not uncommon to have to live with constant change in the Facebook marketing environment. After the first restrictions on metrics due to new data protection regulations in Europe, which had a significant impact on Facebook Analytics, the official announcement of the complete discontinuation of Facebook Analytics now follows. Advertisers who have previously relied on Facebook Analytics can view and download existing data and reports until June 30, 2021.

Update from April 1st, 2021:

According to official information, Facebook is working on a new attribution tool that will measure and identify both paid and non-paid activities on Facebook. In addition to Facebook Analytics, this will also replace the currently known tool “Facebook Attribution”.

The deactivation of Facebook Analytics is justified as follows:

Why is this happening?
Our commitment to effective measurement and reporting products includes reimagining some of our existing products - in this case retiring Facebook Analytics and evolving Facebook Attribution. The online ecosystem is changing, and we continue to innovate and build for the future. Our platforms and products are guided as always by our focus on delivering measurable value to businesses of all sizes. We recognize these changes may shape the way you gain insights and develop your marketing plans. We look forward to sharing more details in the coming months about our plans for new measurement solutions on and across Facebook and Instagram.

Alternatives to Facebook Analytics

In the help section, Facebook links to other business tools that can help advertisers understand activity on Facebook and Instagram:

  • Facebook Business Suite
    The Facebook Business Suite is not yet available to all accounts, but allows you to manage all Facebook and Instagram accounts and view details about the company's performance, including trends, content activities and target group information.
    More information about the Facebook Business Suite
     
  • Ad reports in the Ad Manager
    In the Advertising Manager or Ads Manager, not only can advertising campaigns be created and managed, but the most important key figures can also be displayed on the basis of breakdowns in advertising reports.
    Learn more about Facebook ad reports
     
  • Events manager
    In the Facebook Events Manager, advertisers and companies have the opportunity to view and evaluate the data (events) transmitted to Facebook via the Facebook Pixel or the Conversions API.
    More information about the Facebook Events Manager

In addition to these business tools named by Facebook, there is also the option of using connections to the Facebook Marketing API / Facebook Insights API and the Graph API to obtain additional data for reporting, which is then processed and visualized in third-party tools (example: Google Data Studio) can be.

For the presentation and understanding of customer journeys, “classic” tracking solutions such as Google Analytics are currently available.

Export of data from Facebook Analytics

Existing reports and reports can - as mentioned above - be exported as CSV files until June 30, 2021. A corresponding option is available for all diagrams, charts or tables via the arrow symbol or alternatively via the icon with the three dots:

Export options in Facebook Analytics via the dots menu or the arrow symbol

These export functions make the data available in CSV format according to the selected period, the selected filters and the selected report.

Conclusion

The announcement that Facebook Analytics will be discontinued came as a surprise. The reasons for this step are currently unclear and a connection to an expected loss of data through privacy initiatives (GDPR, iOS 14 & Co.) and thus incomplete reports in Facebook Analytics has not been confirmed. Advertisers will have to look for alternative reporting tools - whether on Facebook itself or on third-party platforms - due to the announced removal of Facebook Analytics by Facebook.

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