Tim Peterson says, “Facebook’s rival to Google Analytics has piqued developers’ interest, though it’s unclear to what extent it’s been able to sustain that interest. And at the same time Facebook adds new features to its measurement tool, the company has not yet fixed as measurement error disclosed last year.

More than 1 million mobile apps, websites and Messenger bots have used Facebook’s Analytics for Apps at some point since Facebook rolled out the free tool in March 2015. That means 200,000 new apps, sites and bots have used Facebook’s analytics tool since September 2016, when the company said that more than 800,000 apps had used it since its debut 18 months earlier.

But both stats are measurements of lifetime, not active, usage. That makes the million-plus mark a nice milestone but more of a signal of interest than sustained usage. The growth in interest between September 2016 and now — with 200,000 new apps using it at some point in that period — likely has to do with Facebook extending Analytics for Apps beyond mobile apps to also measure audiences for websites in September 2016 and for Messenger bots in November 2016”.

With 1M apps to date, Facebook’s analytics tool adds features but hasn’t fixed measurement error

Marketing Land

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