Facebook Analytics Will Shut Down on June 30
In short, apps on Apple devices will now have to obtain permission to “track” users across apps and websites. It will allow device users to say NO to having their data collected by apps.
This feature is being introduced to iPhones and iPads this week which has put Facebook has in a spin because user data – and the advertising it can generate – is what makes the company so profitable. This update could deal a severe blow to its business model.
This is going to cause significant impact to things such as: retargeting, lookalike audiences, tracking & attribution.
Facebook users are expected to opt-out of data tracking which means there will be fewer tools available to target people at the right stage understand their campaign performance.
You will still have access to the information people post to Facebook, so region targeting, demographics, etc. But the more advanced elements will likely be lessened – depending on how many users do choose to opt-out when served with Apple’s new data-tracking prompts.
** The diagram below shows?
Facebook points users to the following business tools to use after Analytics is removed:
Facebook Business Suite: Allows users to manage their Facebook and Instagram business accounts. Offers detailed insights about a business’s audience, content, and trends (but is not available to everyone).
Ads Manager: Lets businesses view, make changes, and see results for Facebook campaigns and ads.
Events Manager: Can help users set up and manage Facebook business tools like the Facebook pixel and Conversions API. Also reports on actions taken on a business’s website, app, and physical store.
If marketers can adapt to using a combination of the above tools, they may be able to accomplish the same tasks they’re used to getting done in Facebook Analytics.