One day after Facebook sunsets Facebook Analytics, comes the last day Facebook Audience Insights will be available. Audience Insights, the ad targeting research tool, is going away on July 1, 2021, according to a notification that began popping up while accessing Audience Insights this week. Advertisers who use the tool to research demographic, lifestyle, and Likes & Interests for ad targeting are being encouraged to use Facebook Business Suite for similar information.
Currently, Facebook Business Suite is not available to all businesses. The insights in Facebook Business Suite meant to be a replacement, is being promoted as a solution that unifies data from all of a brands’ accounts across Facebook’s suite of products. This suggests that Facebook and Instagram data will be combined to paint a more cohesive picture for brands.
A help center article about the transition from Facebook Audience Insights to Business Suite Insights says to expect insights on the following:
Insights on Followers on Instagram appears to be an added improvement over Audience Insights, which only provides insights on Page Likes.
While Audience Insights fell off of most advertisers' workflows once the ability to get insights on Custom Audiences was removed years ago, we’ll miss it and look forward to seeing if its successor is just as valuable.
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