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Facebook Analytics, Facebook’s web analytics platform, is going away on June 30, 2021, according to a recently posted Facebook Help Center article. Advertisers who relied upon the tool to measure the behavior of users they’ve been targeting across Facebook, Instagram, Messenger and more are being advised to use Facebook Business Suite, Ads Manager, and Events Manager for data reporting. 

Facebook Analytics provides valuable insights into customer journeys with funnel reporting, business metrics like revenue and Customer Lifetime Value. It does not appear as though the recommended platforms currently provide the same depth of reporting and will be a big loss for anyone using the tool in their workflows. 

Facebook is advising that users should export any historical data they wish to keep to a CSV file by June 30, indicating the tool will go dark completely.


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