Platform Updates | April

Platform Updates | April

Platforms are making updates to their daily advertising budget allocation and other features such as cost estimation. In this article, you'll find the most relevant changes implemented by TikTok and X in the last weeks to take your ads to the next level and be able to get better results in your campaigns. 

What has changed in TikTok? 

Dynamic Daily Budget 

You can set an average daily budget over a 7-day period. The system now adjusts the amount, allocating up to 25% more on days with better investment opportunities and less on slower days. 

 3-Day window for app activity and website events 

With this update, you can measure more recent activities in the app and on the site. Thanks to this, it is now possible to create custom audiences based on recent events, which will drive a higher volume of conversions in campaigns, depending on the funnel stage we are activating. 

 This update allows the creation of audiences based on the user's most recent activities (last 3 days) within the website and/or apps. This way, we can improve message relevance and get better results in our campaigns. 

What are the updates in X? 

Cost estimation for sales objectives 

This update benefits the campaign planning process by showing an estimated CPM range for each ad group. This range is calculated based on factors such as objective, targeting, daily budget, and audience size. 

 Trends in custom events for spotlight ads (Available for 15 eligible countries) 

This feature is unlocked when a user clicks on the ad, leading them to a custom event page instead of the promoted hashtag search results. With this change, brands will have more control over keywords and hashtags that will appear in top comments, as well as an additional video banner after the initial click on the ad. 


The recent updates to TikTok and X's platform functionalities are designed to optimize the management and effectiveness of your advertising campaigns. TikTok now allows a dynamic daily budget adjustment and make the creation of custom audiences much easier, providing greater precision in performing campaign, while X focuses on improving planning and creates more control over interactive elements after the click. 

 With these changes, advertisers can manage budgets and objectives, efficiently adapting to user needs and behaviors.