PHOTO:
Jan Tinneberg
When a digital tool is replaced, the drama can unfold like a soap opera, as people who use the tool follow along wondering what will replace it. The latest announcement in the analytics world is the discontinuation of Facebook Analytics. Facebook will retire its analytics tool June 30.
Facebook Analytics is a standalone dashboard that measures post-engagement activity such as monthly active users, post reactions and share activity. Marketers use Facebook Analytics to gauge how post performance has improved or declined among Facebook users. But developers and marketing analysts never adopted Facebook Analytics at the same rates as Google Analytics or Adobe Analytics.