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Hayley Peters

Google introduces “trend detection” insights + other digital updates

Digital Updates

February 26, 2024

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This week has been jam-packed with updates from Meta, from advising advertisers to dodge mobile boosting fees to expanding access to the Creator Marketplace, Meta’s been keeping busy. Instagram’s also been hard at work testing out a bunch of exciting new features. If that’s not enough, Google’s also joined the party with its latest “Trend Detection” feature in GA4. Let’s dive right in.

What’s new with Meta?

Meta Advises Advertisers Not To Boost Posts On Mobile

Meta has advised advertisers to avoid boosting posts on mobile due to upcoming changes in Apple’s Terms and Conditions, which will impose a 30% service fee on such transactions. Despite Meta’s opposition to this charge, it will pass it on to users. However, Meta has provided a workaround, allowing advertisers to boost content through Instagram.com and Facebook.com on mobile or desktop browsers to avoid the fee. While less efficient, this method offers a 30% discount compared to boosting through iOS apps. The change primarily affects small businesses that rely on boosted posts for advertising. Apple’s changes also include a prepaid system for ad payments, which can be bypassed by adding funds through desktop or mobile web browsers.

Meta Expands Access to Instagram’s Creator Marketplace

Meta is expanding its Creator Marketplace tool, now available in Canada, Australia, New Zealand, the UK, Japan, India, and Brazil. New machine learning-based recommendations will help brands find suitable creators based on engagement rates and past performance. This means businesses can easily collaborate with influencers to boost promotions and expand their reach on Instagram. Access to the Creator Marketplace in Meta Business Suite will be available in these regions soon.

Screenshot: Meta

👀 Tests spotted on Instagram this week:

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What’s new with Instagram?

👀 Tests spotted on Instagram this week:

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What’s new with Google?

Google Introduces New “Trend Detection” Insights For GA4

Google has rolled out a new feature called “Trend Detection” in GA4, designed to help businesses spot significant changes in their data. Similar to anomaly detection, this tool identifies sudden shifts in metrics, allowing users to understand and react to potential problems or opportunities. By overlaying circles on dates of detected changes and providing detailed reports, businesses can make informed decisions about resource allocation and goal-setting. Trend changes may signal issues like a decrease in sales or opportunities like an increase in website traffic. Understanding these trends can help businesses adapt strategies and optimise performance.

👀 Tests spotted on Google this week:

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Well, LOTS of compliance updates this round. But since you’re following us you’re already all across it huh? As always, we’ll keep you posted! Feel free to sign up for our weekly summary here so you never miss the best updates.

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OMD SQUAD

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