Have you relied on Facebook Analytics to keep track of your social media marketing? Many of our clients use this tool to access reports, discover insights regarding their posts or campaigns, and export tables and charts. And if you don’t use it, your marketing experts probably do! After June 30th, 2021, Facebook is changing the way Business Pages work behind the scenes, including removing Analytics. But don’t fear! There is still a way to learn all you need to know about your Facebook marketing results. Here’s what you need to know about the change and how you can continue accessing the information you need.
Why is Facebook Analytics Changing?
While it’s never 100% clear why Facebook (or any other social media site) makes the changes they do, the company states that Facebook Analytics was not as useful as many other tools they offered and, by taking away this option, it would force users to utilize other functions that would be more helpful. Facebook is constantly making changes in an effort to improve its user experience, so it really came as no surprise that they would make a move like this. While it may be worrisome to those who have relied on this tool, it should end up being a positive change in the long run.
What Can I Use Instead?
Facebook certainly doesn’t plan to leave users high and dry when evaluating their marketing campaigns on the platform. Instead, Facebook wants Business Pages to utilize their platform “Business Manager.” Business Manager has been around since 2014, but the removal of Analytics is Facebook’s big push to get everyone synchronized on the all-inclusive platform. Business Manager is designed to be your one-stop admin section where you can do all of the following:
• Link your Facebook and Instagram
• Adjust page settings and roles
• View more in-depth analytics, including trends and activity
• Access advanced advertising options
The good news is everything on the front end of your business’s Page will look and feel the same, but we want to make sure everyone is prepared for the backend changes. The best way to be geared up for the change is to get your Business Manager account set up no later than June 30th. Getting your account set up sooner rather than later will make your transition as smooth as possible. Here’s how you’ll do it:
- Go to business.facebook.com/overview
- Click Create Account
- Enter a name for your business, your name, and your work email address, and click Next
- Enter your business details and click Submit
It’s really that simple! If you have questions or problems setting up or using your Business Manager, reach out to our team! We can help.
Once you’re in your new Business Manager account, you can also use the Ads Manager tool or the Events Manager tool for taking your advertising to the next level. Overall, Facebook never fails to keep everyone on their toes with changing up technology. Still, in the long run, we think the Business Manager will set you up for success and be an ideal solution for the retiring of Facebook Analytics.
Do you have questions about what the end of Facebook Analytics will mean for your social media marketing? Please reach out to Dan at firstname.lastname@example.org. He will be happy to answer your questions and walk you through the Business Manager setup process.