What is Facebook Analytics for Apps?
Facebook Analytics for Apps was a free product-analytics tool from Facebook (now Meta) that helped developers and marketers understand how people used their mobile apps and websites. It collected behavioral data through the Facebook SDK and App Events, then surfaced it in dashboards covering funnels, cohorts, retention, and aggregate demographics.
Because it connected to Facebook's ad platform, it was often used to measure the quality of users acquired through Facebook campaigns. Facebook discontinued the product on June 30, 2021, citing privacy changes such as Apple's iOS 14 updates. The descriptions below are written in the past tense to reflect that.
Key Features of Facebook Analytics for Apps
The platform combined behavioral analytics with Facebook's identity and demographic signals. Its main capabilities included:
- App Events tracking through the Facebook SDK, with built-in events plus support for custom events.
- Funnels that traced the paths users took through an app and exposed conversion drop-off points.
- Cohorts that grouped users by shared actions or time periods to measure retention and repeat behavior.
- Segments that split audiences by device, age, gender, country, and other attributes.
- Cross-device journeys connecting activity across mobile apps and the web.
- Aggregate demographic and engagement reports, with the ability to export charts and tables.
Why Choose Facebook Analytics for Apps?
For teams already running Facebook ad campaigns, the tool was attractive because it was free and tied directly into Facebook's ecosystem. The same App Events used for analytics could feed ad optimization and conversion tracking, so reporting and acquisition shared one data layer.
Its demographic and cross-device insights came from Facebook's identity graph, which gave a fuller view of who users were than many standalone analytics tools could offer at the time. That value depended on Facebook's tracking capabilities, which is part of why the product was retired when those signals became harder to collect.
Who Can Benefit from Facebook Analytics for Apps?
While it was active, the tool fit mobile app developers, growth and marketing teams, and product analysts who wanted to understand user behavior alongside their Facebook advertising. It was especially relevant to teams whose primary acquisition channel was Facebook and Instagram ads.
Because the product has been shut down, it is no longer an option for new or existing apps. Teams that relied on it migrated to alternatives such as Facebook Events Manager and Ads Manager for ad-related measurement, or to dedicated mobile analytics and attribution platforms for funnels, cohorts, and retention reporting.
How to Get Started with Facebook Analytics for Apps
Facebook Analytics for Apps is no longer available. Facebook ended access on June 30, 2021, and advertisers and developers were asked to export any reports they wanted to keep before the shutdown.
If you are looking for similar capabilities today, evaluate the current Facebook (Meta) tools for ad measurement, including Events Manager and Ads Manager, alongside purpose-built mobile measurement partners and product-analytics platforms that support funnels, cohorts, segmentation, and retention analysis.