Facebook Analytics, the social network’s measurement tool, will no longer be available as of June 30. The company has decided to withdraw the platform as a result of its adaptation to the future proposed by Apple with the blocking of IDFA in the next iOS 14 updates.
As reported by the social network in its technical service section, Facebook Analytics will be available for advertisers, agencies, and developers until the end of June. Thereafter, they will have to employ other tools to learn about user activity on Facebook and Instagram, such as Facebook Business Suite, Ads Manager, and Event Manager.
Active for several years, Facebook Analytics allows campaign managers to detect the conversion path from Facebook and Instagram to purchase on a website or download a mobile app. This was possible thanks to the platform connecting the data from a Facebook page with that coming from the pixel inserted on a given website.
A platform is similar to Google Analytics that, however, did not enjoy a large percentage of use. As mobile growth consultant Thomas Petit explained to AdExchanger, in the field of application developers, although most of them had the Facebook Analytics SDK, “they used it for other purposes, so they hardly used the tool”.
The company led by Mark Zuckerberg announces the withdrawal of its measurement tool at a time, moreover, in which Apple is expected to soon disable, by default, access to the IDFA of its devices in the next version of iOS 14 (14.5), and by which agencies, advertisers and developers will have to ask the user’s permission to launch targeted advertising campaigns on their iOS devices.