Marketing Pulse

From 17 August 2026, campaigns in a “Limited by budget” status using Target CPA, Target ROAS, or Target CPC (Demand Gen only) optimise more consistently toward the target you set, including when budgets are adjusted. The previous behaviour, where budget-constrained campaigns often overdelivered against their stated target, has ended.

Google states this does not directly increase spend and daily and monthly budget limits are still respected. Campaigns that are not budget-constrained are unaffected, as are manual CPC and Target impression share strategies. Google will not automatically adjust targets or budgets. A Target Adjustment Tool sits in account notifications and on the Campaigns page.

Pricing and display practices across Blinkit, Zepto, Swiggy Instamart and larger marketplaces are under growing scrutiny, with consumers flagging gaps between prices shown online and on delivered goods, inflated “original price” anchors, and charges that only surface late in checkout.

Legal commentary cited in the reporting places Legal Metrology liability for selling above applicable MRP with the seller or retailer, while a platform could face Consumer Protection Act liability where it made a misleading price representation itself. Indian law does not prohibit dynamic pricing as such; the contested area is individualised pricing based on purchase history, device or behaviour without meaningful disclosure.

Meta's published pricing documentation confirms a higher marketing message rate for India effective 1 January 2026, alongside India moving to INR billing. A further adjustment on 1 April 2026 raised India's authentication-international rate.

Meta's changelog lists additional rate card changes taking effect on 1 July 2026 and 1 October 2026 across 16 currencies. Billing remains per delivered template message rather than per 24-hour conversation window. Service messages inside the customer service window stay free, and click-to-WhatsApp ad clicks open a 72-hour free window.

Reporting indicates that Instagram Explore Feed and Messenger Stories placements no longer exist in Marketing API v26.0, and that integrations pinned to an unsupported version will be force-upgraded into those changes. Separately, device and hourly reporting breakdowns reportedly went dark for accounts not opted in, returning an empty successful response rather than an error, so connectors can write zeroes instead of flagging a failure.

Source pending: this has not been confirmed against Meta's Graph API changelog. Verify before publishing.