If you’ve been following our content for a while, then you know that we have often cited Facebook analytics as a useful tool for business owners. It’s shocking to hear that it is going away; however, it may not be as surprising as it seems on the surface. Here is why.
Depleting Features
Facebook uses a tool called the Facebook pixel, which is a piece of code placed into the code of your website so that Facebook can view traffic flow between your website and their platform. This tool helps to create ads, develop look-a-like audiences, and monitor audience metrics and traffic. Facebook has been slowly and quietly taking away features that use the pixel since the beginning of 2021. Now they have announced that all analytic features will be gone by June 2021, and the pixel will be eliminated by 2022.
Impact of Data Conservation
With Facebook and Google constantly being in the headlines regarding privacy concerns, the average person is becoming more aware of their personal data and its ease of accessibility on these and other platforms. We are starting to see this concern morph into action. In 2018, the European Union enforced the General Data Protection Regulation (GDPR) over websites. Now when we load up a website, we are often asked to allow cookies, deny cookies, or adjust cookie settings.
Cookies are nothing new; however, they have previously always worked in the background, and many users were unaware of their purpose or existence. They are text files of data that identify you as a user, your IP address, and other pieces of information such as gender and age. Websites collect this information and use it to create inferences about their user base and track them with retargeting ads.
Big corporations like Google and Apple are beginning to protect more of their users’ information and phase out tracking data from third-party applications. Some speculate that Apple’s newest iOS 14 update is what’s pushing Facebook to make this change. The new iOS update will limit specific forms of data collection unless the user opts in.
Other Metrics Available
A lot of the data that is available through Facebook Analytics is obtainable through other means. Users will still have access to their Facebook Business Suite, Ads Manager, and Events Manager. Marketers will need to identify which method will work best for them moving forward.
Although many see the Facebook pixel as an obsolete tool that won’t be missed, if you’re still using your Facebook pixel, now is the time to start figuring out a different way to track your leads, clicks, and conversions. Facebook users have until June 30, 2021, to make these changes.
What are your thoughts on these changes? Will Facebook continue to take away more metrics for marketers in order to protect the end users’ information? Tell us your thoughts in the comments below!
