David and I discuss why Facebook has quietly decided to cancel its Analytics feature. What iOS14 is changing for mobile advertisers and the latest version of Uniswap that is set to launch next month.
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So Facebook has just quietly announced that they will be canceling Facebook Analytics in June, allowing advertisers two months to gather or download any past reporting data before it disappears. Why is this (or is not) big news?
Well, for professional marketers, Facebook Analytics was pretty much useless. What started as an attempt to match Google Analytics, ended up very much dead on arrival. Reporting was so simple that you couldn’t make any use of it. While Google Analytics keeps improving on a regular basis, Facebook Analytics was stuck with the same old and very basic reports that had little or no use.
But the more relevant issue is that the disappearance of Facebook Analytics is just one more sign of how the new iOS14 privacy requirement imposed by Apple has affected the second largest online advertising platform. The issue has been debated to death since Apple made the initial announcement in June 2020. Since then, Facebook has fought hard (and unsuccessfully) to convince Apple to reverse this rule. But the new policy is here to stay.
If you’re interested in Facebook’s own opinion about this policy, you can read it here.
Of course, Apple’s side is completely the opposite caring most about its users privacy and their ability to choose what information they want to share with any of the apps.
The bottom line is that advertisers and marketers are going to need to adjust their strategies to account for the new policy. The accuracy of their audience targeting will decrease and more likely the revenue generating by their ad campaigns on Facebook/Instagram will also decrease accordingly. To what extent? Only time will tell but so far, it’s not looking so good for Facebook.
Finally, we shift gears completely to cover briefly what the new Uniswap V3 means in the crypto world. For reference, Uniswap, is the leading decentralized exchange (DEX) on Ethereum and a centerpiece of the $42 billion decentralized finance (DeFi) sector. David delves into some of the details but the key change, as outlined in the new white paper, is what Uniswap is calling “concentrated liquidity.”
“In this paper, we present Uniswap v3, a novel AMM (Automated Market Maker) that gives liquidity providers more control over the price ranges in which their capital is used, with limited effect on liquidity fragmentation and gas inefficiency,” it states.
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This episode is brought to you by MGR Agency. Scaling marketing for leading digital brands.