Reading up on the most compelling social media, tech, and brand stories is one of the joys of being the editor of Marketing Dive.

From data mining selfies to reaching peak Ello excitement, here are a few of the "need to know" stories from the week.

Google's CPC declining

Google's cost-per-click (CPC) is dropping—despite the fact that ad revenue rose. In an earnings call Thursday, the search engine revealed that CPC dropped by 2% in the third quarter, though the amount clicks increased by 17%. While this may seem like a giant mixed signal to the industry, the discrepancy is likely because of Google's increased ad presence on mobile devices and advertisers not being willing to pay more for the smaller ads.

Now you can listen to music on Twitter

You can embed photos, videos, and gifs in your tweets—and now you can embed audio. Twitter unveiled Audio Card on Thursday, a product that will allow users to listen to embedded music links while still scrolling on their timeline. Twitter's first partner for Audio Card is SoundCloud, and users can listen to audio content via SoundCloud partners—like The White House, NPR, and David Guetta, to name a few.

HOT !!! Here is the @robin_schulz remix of #Dangerous !!! I really love it. Click below to listen to the track ;) https://t.co/nSxejse9Rc

— David Guetta (@davidguetta) October 16, 2014

Is Ello a passing fad?

Oh, Ello. We hardly knew ya. After reaching fever pitch buzz at the end of September, the number of searches for the ad-free social media site has reached a new low. Ello looked poised to be a serious Facebook rival after the social network found itself in hot water over its name policy that excluded drag queens and others who use stage names. Facebook has since fixed the policy to be more inclusive, and interest in Ello has dropped ever since.

Burger King accused of stealing comedy bit

A new Burger King ad doesn't have the comedy community on Twitter laughing. The fast food chain has been accused of lifting the concept of the ad from Billy Eichner, from his show 'Billy on the Street.' Eichner, as well as his friends Seth Rogen and Judd Apatow, have called out Burger King for stealing the act. McDonalds responded that it hoped to see Eichner soon, but Burger King has stayed mum on the accusations.

Selfies offer marketers new data

Lemme take a selfie—and give marketers important data to mine. Firms like Ditto Labs and Piqora have started scanning publicly-shared selfies across social networks for logos, along with the emotion and context of the photo. The technology helps firms gain valuable insights like who is consuming a brand and how they are consuming it.

Salesforce launches Wave—an analytics cloud

Salesforce, the popular computing software used by many marketers, launched Wave this week. The analytics cloud will aim to give users outside of the I.T. realm more accessibility to data and lessen a learning curve for the more technology-illiterate.