RIP Facebook Analytics: The Latest Hit From iOS 14.5 & Sandbox

Apr 18, 2021 | E-commerce

The latest news to hit the marketing world is that we’ll soon be waving goodbye to Facebook Analytics. The announcement came quietly from Facebook in the Facebook for Business help centre, where they stated that the free analytics tool will no longer be available as of June 30, 2021.

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If you’re an advertiser or business now is the time to try and understand how these changes will impact your future marketing and advertising performance. 

The end of Facebook Analytics comes at an interesting time, as the iOS 14.5 and Google Sandbox privacy updates start to roll out. It seems likely that the eradication of Facebook’s analytics tool is largely due to the fact that it is driven by Facebook’s third-party tracking Pixel. Such third-party tools will soon be placed under tight restrictions from the iOS 14.5 and Google Chrome’s Sandbox updates, making it near impossible to gather significant and reliable data without users opting into tracking. 

 

What Does This Mean For Your Business?

The core issues these restrictions on data sharing brings for businesses like yours is that it’s this data that’s driving Facebook’s powerful algorithms. The Facebook algorithm is what is used to measure marketing spend attribution, audience targeting and more. If the data isn’t available to the pixel because of the privacy changes then the analytics platform, and more importantly the algorithm, won’t be able to perform as well as they once have. Facebook is aware that the analytics tool will have major holes in its data and it’s better to retire the feature.  

 

What can you do to mitigate the effects of these changes on your marketing efforts?

Our team at Ten Four aim to maximise the continuity of data to these advertising platforms via alternative tracking methods and increase the efficacy of the algorithms by taking advantage of server-side reporting to Facebook and other marketing platforms through our proprietary data pooling, modelling, and automation tools. Schedule a call with us today to learn how your business can benefit from our expertise.

Here at Ten Four, we can help you navigate all of these questions. Get in touch with our specialists today.

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