Facebook Audience Insights was like that one friend who knew everything about your customers—until Meta decided to ghost us all. Now, marketers and Shopify store owners are left scrambling, wondering: “How do I stalk—uh, I mean, ethically analyze—my audience now?”

Fear not! We’ve dug deep into the digital toolbox to find the best Facebook Audience Insights Tool alternatives in 2025. Whether you’re a data geek, a budget-conscious entrepreneur, or just someone who misses the good ol’ days of free audience intel, we’ve got you covered.

Why Do You Even Need a Facebook Audience Insights Tool Alternative?

Because Meta giveth, and Meta taketh away. With Facebook Audience Insights gone (or buried under 17 layers of Ads Manager), businesses need new ways to:

✅ Find out who’s actually buying their stuff (age, gender, interests—basic detective work).
✅ Spy on competitors (legally, of course—we call it “competitive research”).
✅ Optimize ads so they don’t flop harder than a TikTok dance challenge.

Luckily, the internet is full of tools that do this—some even better than Facebook ever did. Let’s dive in!

The 10 Best Facebook Audience Insights Tool Alternatives in 2025

1. Google Analytics – The Free Data Goldmine 

Overview:
Google Analytics is the granddaddy of web analytics – the kind of tool that knows your visitors better than they know themselves. It’s like having a supercharged surveillance system for your website (but legal and way less creepy).

Key Features for Audience Insights:

• Demographic Deep Dive: Age, gender, location – it’s like Facebook Insights but for your actual buyers.
• Behavior Tracking: See exactly where visitors bail on your checkout page (and weep softly into your coffee).
• Traffic Source Intel: Discover if your Facebook ads are bringing in window shoppers or actual buyers.
• Real-Time “Stalking”: Watch live as people navigate your site (resist the urge to yell at the screen).

Pros:
✅ Free forever version (GA4) – because Google loves us (sometimes).
✅ Shopify integration – plugs right into your store like a helpful robot butler.
✅ Conversion tracking – finally prove that your “HOT DEALZZZ” banner actually works.

Cons:
❌ UI designed by engineers (translation: prepare for headaches).
❌ Social media? What’s that? – great for websites, weak for pure social insights.

Pricing Breakdown:

• Google Analytics 4 (Free):
  • Unlimited hit tracking
  • Basic audience segmentation
  • Ecommerce reporting (perfect for Shopify)
• Google Analytics 360 ($150K+/year):
  • For enterprises that need a data firehose
  • Includes advanced funnel analysis
  • SLA-backed data freshness (because billion-dollar stores can’t wait)

Why Shopify Merchants Should Use It?

• Stop guessing which ads convert – see exactly which Facebook campaigns drive sales.
• Fix leaky checkout flows – when 70% abandon at the shipping page, you’ll know.

2. Semrush 

Overview:
Semrush is what happens when you cram an SEO tool, ad analyzer, and competitor spy gadget into one glorious (if overwhelming) platform. It’s like having a CIA operative for your marketing team.

Key Features for Audience Insights:

• Market Explorer: See competitors’ audience demographics (because imitation is the sincerest form of profitability).
• Traffic Analytics: Catch rivals’ top traffic sources red-handed (looking at you, Facebook ads).
• Persona Wizardry: Build buyer profiles from actual search behavior – no more guessing if Karen prefers cat memes or keto recipes.

Pros:
✅ Competitor ad espionage – see rivals’ Facebook ad copy and landing pages.
✅ Keyword goldmine – find what people actually search for before buying.

Cons:
❌ Pricing that makes startups sweat – but cheaper than wasting $10K on bad ads.
❌ Analysis paralysis risk – so many reports, so little time.

Pricing Breakdown:

• Pro Plan ($129.95/month):
  • 5,000 keyword tracking
  • Basic competitor traffic analysis
  • Limited ad data (great for solopreneurs)
• Guru Plan ($249.95/month):
  • 15,000 keywords
  • Historical data (see how competitors grew)
  • Content marketing toolkit
• Business Plan ($499.95/month):
  • API access
  • Extended limits (for agencies and scaling stores)

Why Shopify Merchants Should Use It?

• Steal competitors’ best Facebook ad angles (then do it better).
• Target high-intent keywords – like “best organic dog treats” vs. “cute puppies”.

3. Ahrefs – The SEO Detective

Overview:
Ahrefs is the tool SEO nerds dream about – a backlink-tracking, keyword-analyzing, competitor-dissecting machine. It’s like having X-ray vision for your rivals’ websites.

Key Features for Audience Insights:

• Site Explorer: Reverse-engineer competitors’ traffic sources (spoiler: it’s often Facebook).
• Content Gap: Find topics your rivals rank for… that you’ve missed (hello, blog post ideas).
• Keyword Alchemy: Discover what shoppers search for before whipping out credit cards.

Pros:
✅ Backlink Jedi skills – see who’s linking to competitors (and how to steal them).
✅ Accurate traffic estimates – no more guessing if rivals are crushing it.

Cons:
❌ Wallet-buster pricing – but pays for itself in ad savings.
❌ Social media? Meh. – focus is on organic search.

Pricing Breakdown:

• Lite ($99/month):
  • Track 500 keywords
  • 5,000 reports/month
  • Basic competitor analysis
• Standard ($199/month):
  • 1,500 keywords
  • 10,000 reports
  • Content Explorer access
• Advanced ($399/month):
  • 10,000 keywords
  • Priority support (for when your site traffic crashes)

Why Shopify Merchants Should Use It?

• Find untapped keywords to target in Facebook ads (low competition = cheaper conversions).
• Analyze competitors’ content strategy – then outrank them everywhere.

4. SparkToro – The “Where Does My Audience Actually Hang Out?” Detective

Overview:
SparkToro is like hiring a private investigator to follow your customers around the internet (minus the trench coat and suspicious van). Created by SEO legend Rand Fishkin, it reveals where your audience spends time online—beyond just Facebook.

Key Features for Audience Insights:

• Audience Behavior Tracking: Find out if your buyers are lurking on Reddit, obsessing over niche podcasts, or scrolling through obscure forums.
• Influencer Intel: Discover which accounts your audience actually follows (not just the fake “influencers” with bought followers).
• Media Consumption Habits: See which blogs, YouTube channels, and newsletters they trust.

Pros:
✅ Uncovers hidden audience hotspots (RIP guessing games).
✅ Perfect for influencer marketing (find real influencers, not just pretty faces).
✅ No fluff—just actionable data (because time is money).

Cons:
❌ Not eCommerce-specific (but still gold for audience research).
❌ Smaller database than Google (but way more niche insights).

Pricing Breakdown:

• Basic ($50/month):
  • 1,000 profile searches/month
  • 50 audience reports
  • Email support
• Professional ($150/month):
  • 5,000 searches/month
  • 250 audience reports
  • API access (for data nerds)
• Enterprise (Custom):
  • Unlimited searches
  • Dedicated account manager
  • Custom data exports

Why Shopify Merchants Should Use It?

• Stop wasting money on dead-end Facebook ads—find where your audience actually engages.
• Discover micro-influencers who can drive real sales (not just vanity metrics).

5. Brandwatch – The Social Media FBI (But Legal)

Overview:
Brandwatch is the ultimate social listening powerhouse, scanning millions of online conversations to tell you what people really think about your brand. It’s like having a 24/7 spy agency for your reputation.

Key Features for Audience Insights:

• Real-Time Brand Monitoring: Catch complaints before they go viral (PR crisis avoided!).
• Sentiment Analysis: Are people calling your product “life-changing” or “hot garbage”? Now you’ll know.
• Trend Alerts: Spot rising product interests before they explode (get ahead of the competition).

Pros:
✅ AI-powered insights (because humans need sleep).
✅ Covers Facebook, Reddit, Twitter, forums, and more (no dark corners left unchecked).

Cons:
❌ Enterprise pricing (not for bootstrapped startups).
❌ Overkill for small brands (unless you really love data).

Pricing Breakdown:

• Essentials (Custom, ~$800+/month):
  • 10,000 mentions/month
  • Basic sentiment analysis
  • 3 user seats
• Full Suite (Custom, $2,000+/month):
  • Unlimited mentions
  • Competitor benchmarking
  • Predictive analytics
• Enterprise ($$$$):
  • Custom AI models
  • Crisis detection alerts
  • Dedicated analyst support

Why Shopify Merchants Should Use It?

• Turn angry Facebook rants into customer service wins (and save your brand reputation).
• Spot trending products before they blow up (so you can stock up early).

6. Audiense 

Overview:
Audiense (formerly SocialBro) is the secret weapon for Twitter audience insights, but smart marketers use it to refine Facebook ad targeting too. Think of it as a translator for “what my audience actually cares about.”

Key Features for Audience Insights:

• Twitter Audience Segmentation: Find lookalike audiences based on interests, hashtags, and engagement.
• Behavior Patterns: See when your audience is most active (so you can schedule posts that don’t flop).
• Interest Mapping: Discover hidden overlaps between Twitter and Facebook audiences.

Pros:
✅ Cheaper than most tools (great for testing audiences).
✅ Unlocks Twitter’s hidden data (which most brands ignore).

Cons:
❌ Twitter-first focus (but still useful for cross-platform insights).
❌ No fancy AI (just solid, straightforward data).

Pricing Breakdown:

• Pro ($49/month):
  • 50,000 audience profiles
  • Basic segmentation
  • CSV exports
• Premium (Custom, ~$200+/month):
  • 250,000 profiles
  • Advanced filters
  • API access

Why Shopify Merchants Should Use It?

• Refine Facebook ad targeting using Twitter’s richer interest data.
• Find niche communities that overlap with your buyer personas.

7. Statista

Overview:
Statista is the Wikipedia of market stats—packed with reliable reports on consumer spending, demographics, and industry trends. Need to prove your product is trending? Statista’s got your back.

Key Features for Audience Insights:

• Consumer Behavior Reports: See what people actually spend money on.
• Industry Forecasts: Is the demand for eco-friendly pet toys rising? Now you’ll know.
• Global Data: Not just U.S.—covers Europe, Asia, and more.

Pros:
✅ Trusted by Fortune 500 companies (so you know it’s legit).
✅ Some free reports (perfect for quick fact-checking).

Cons:
❌ Not real-time (but great for strategic planning).
❌ Premium reports get pricey (but worth it for investors).

Pricing Breakdown:

• Basic (Free):
  • Limited report previews
  • Infographics only
• Single Account ($39/month):
  • Download 5 premium reports/month
  • Industry dashboards
• Corporate ($699/month):
  • Unlimited downloads
  • Custom data requests

Why Shopify Merchants Should Use It?

• Validate product ideas before launching (no more guessing).
• Use stats in ads (“70% of pet owners buy organic treats” = instant credibility).

8. Pew Research Center – Free & Trusted 

Overview:
Pew Research is the gold standard for free, unbiased consumer data, especially for U.S. audiences. Need to understand Gen Z’s shopping habits? Pew’s got you covered.

Key Features for Audience Insights:

• Demographic Deep Dives: Age, income, political leanings (if that affects buying habits).
• Trend Reports: How shopping behaviors shift post-pandemic, etc.

Pros:
✅ 100% free (no paywalls, no upsells).
✅ Academic-level reliability (cite it in investor pitches).

Cons:
❌ U.S.-focused (global brands need supplemental data).
❌ No real-time tracking (but perfect for foundational research).

Pricing: Free forever (because knowledge should be accessible).

Why Shopify Merchants Should Use It?

• Craft messaging that resonates (using real generational data).
• Back up ad claims with credible stats (“According to Pew Research…”).

9. Quantcast – The AI-Powered Audience Crystal Ball

Overview:
Quantcast uses machine learning to analyze audiences in real-time, making it a killer tool for refining Facebook ad targeting. It’s like having a psychic, but one that actually works.

Key Features for Audience Insights:

• Real-Time Demographics: Age, income, interests—updated live.
• Cross-Device Tracking: See how users move from phone to desktop.

Pros:
✅ Free audience insights (yes, really).
✅ Plug-and-play with Google Analytics.

Cons:
❌ Requires adding a site tag (minor setup hassle).
❌ Best for mid-large sites (small stores get limited data).

Pricing: Free (paid ads cost extra).

Why Shopify Merchants Should Use It?

• Improve Facebook ad targeting with live audience data.
• Find high-value visitor segments to retarget.

10. Similarweb – The “Spy on Competitors’ Traffic” Tool

Overview:
Similarweb shows exactly where competitors get their visitors—from Facebook ads to organic search. It’s like competitive intelligence, but legal.

Key Features for Audience Insights:

• Traffic Source Breakdowns: See if rivals rely on Facebook, Google, or email.
• Engagement Metrics: Pages per visit, bounce rates (so you can do better).

Pros:
✅ Great for benchmarking (are you keeping up?).
✅ Uncovers referral sources (hello, untapped blogs).

Cons:
❌ Estimates, not exact data (but directionally accurate).
❌ Limited free version (worth upgrading for serious analysis).

Pricing Breakdown:

• Starter ($125/month):
  • 5,000 results/month
  • Basic competitor analysis
• Professional (Custom, ~$500+/month):
  • API access
  • Historical data
  • Custom dashboards

Why Shopify Merchants Should Use It?

• Reverse-engineer competitors’ Facebook ad success.
• Find niche traffic sources (for cheaper customer acquisition).

Final Thoughts: Choose Your Weapon Wisely

• On a budget? Google Analytics + Quantcast = free powerhouse duo.
• Competitor-obsessed? Semrush or Ahrefs will become your best friend.
• Need real-time social listening? Brandwatch is worth the splurge

Optimizing Targeting Strategies

Now that we explored tools to find new audiences and insights, it’s crucial to internalize how to structure targeting campaigns effectively.

Categorizing Ad Sets

When creating ad sets, organize them based on interest types for streamlined targeting.

• Example Structure:
  • Websites in Your Niche: Target relevant parenting websites.
  • Influencers: Separate ad sets for parenting influencers.
  • Brands and Products: Focus on popular products in parenting.

Exploring Lookalike Audiences

While traditional interest targeting may have diminished, Facebook’s lookalike audiences offer a robust solution. By targeting users similar to existing customers, businesses can maintain effective reach.

• Creating Lookalike Audiences: Leverage current customer lists or engaged audiences to find new potential customers who reflect similar behaviors.

Conclusion

Although the removal of Audience Insights has changed the advertising landscape, marketers have numerous alternatives at their disposal. By utilizing tools like Instagram, Facebook Pages, SimilarWeb, and Google Ads, advertisers can continue to develop precise targeting strategies. Embrace these alternatives, optimize your ad structures, and explore lookalike audiences to safeguard and enhance your marketing efforts successfully.

In summary, staying informed and adaptive amid these changes will determine success in navigating the evolving world of Facebook advertising. For a deeper dive, check out my next video on look-alike audiences for targeting success.

FAQs

1. What are alternatives to Facebook’s Audience Insights?

Alternatives include using Instagram for insights, searching for effectively engaging Facebook pages, leveraging SimilarWeb for competitor analysis, and utilizing Google Ads for audience segmentation.

2. How can I use Instagram for audience targeting?

Follow influential accounts within your target niche to receive suggested accounts that can serve as new interests in your ad targeting.

3. Can I still analyze my existing audience on Facebook?

While Audience Insights is gone, utilizing Google Ads Audience Manager provides valuable insights into existing audiences, allowing for targeted strategies on Facebook.

4. What is a lookalike audience?

Lookalike audiences are groups of users on Facebook who resemble existing customers based on profiles and behaviors, allowing advertisers to expand their reach with similar potential customers.