Who writes here
Victor dos Santos
Victor dos Santos has been a marketing strategist for over 8 years and has run paid traffic for more than 35 companies, from clinics to schools and manufacturers. He built Vazante after years of assembling Meta Ads reports in spreadsheets every Monday, and after noticing that the client's real question almost never fit the ready-made report. Here he writes about what he measures, what he ignores, and how he uses Claude in the operation.
Articles
Ad account disabled: what to do in the first hours
What to do when your ad account gets disabled: how to read the reason, what not to do, how to request review, and the continuity plan that avoids stopping.
Metrics and analysisCPA in Facebook Ads: how to read it and how to lower it
What Facebook Ads CPA actually measures, why it rises, and the levers for lowering it in order of return — from the cheapest to the one needing a project.
Google AdsGoogle Ads not loading: what to test
Why Google Ads will not load, in order of frequency: extension, cache, wrong account, removed permission and an actual platform outage.
AgenciesHow a paid ads agency actually works
What a paid ads agency really does, how it charges, what stays your responsibility, and the questions that separate a serious operation from a pitch.
Google AdsHow to analyze a Google Ads campaign
The reading order that finds a Google Ads campaign's problem: from conversion to search term, not from impressions down, with what to do at each stop.
Metrics and analysisHow to pause an ad in Meta Ads
How to pause an ad, ad set or campaign in Meta Ads, what each level affects, and why pausing and resuming costs more than most people assume.
Metrics and analysisIncrementality testing: proving the ad caused the sale
How to prove advertising generated sales that would not have happened otherwise, with the three test designs available and what each one requires.
Metrics and analysisIs a high ROAS always good? When the number misleads
A high ROAS can hide a campaign that cannot grow, inflated attribution and a thin margin. When a high number is a good sign and when it is a warning.
Metrics and analysisIs Meta Ads down? How to confirm and what to do
How to tell whether Meta Ads is genuinely down or the problem is yours, where to check status, and what to do with budget while the platform is out.
Metrics and analysisMeta Ads not delivering: the causes in order
Why Meta Ads delivery stalls, in order of frequency, and how to tell not delivering apart from not spending and from not being in circulation.
AgenciesPaid ads management contract: the clauses that prevent fights
The clauses missing from most paid ads management contracts: asset ownership, creative scope, exit terms, and what counts as a result.
ComparisonsPerformance Max vs Search: where each one wins
The real difference between Performance Max and Search in Google Ads: what you trade in control and visibility, and how to choose with the budget you have.
Metrics and analysisHow to see your active ads in Ads Manager
Where to find the ads currently running in Meta Ads Manager, how to filter by status, and the columns that turn the table into useful information.
Metrics and analysisSpark Ads: advertising with an organic post, and when it pays
How TikTok Spark Ads work, why they outperform regular ads, and the risk of using a creator's post without a written agreement first.
Metrics and analysisTikTok Ads creatives: what works and what the platform punishes
What makes a creative perform on TikTok Ads, why an ad that looks like an ad loses, and the production routine the platform demands to avoid decline.
Metrics and analysisTikTok Events API: when it is worth implementing
What the TikTok Events API recovers, how deduplication with the pixel works, and the threshold for knowing whether the gain pays for the development.
Metrics and analysisTikTok pixel: installation, events and deduplication
How to install the TikTok pixel, which events are worth configuring, and why deduplication with the Events API decides whether your numbers are inflated.
Claude and AIClient data and AI: what leaves your account and what stays
What really happens to your data when you connect an ad account to an AI: permissions, what gets read, what gets stored, and what to ask before authorizing.
Claude and AIClaude vs ChatGPT for marketing: where each one wins
Claude or ChatGPT for marketing: the comparison that matters is not the model, it is whether it can read your ad account. What actually changes in practice.
Claude and AIHow to connect Instagram to Claude and read the organic side
How to link Instagram to Claude to read content metrics next to paid campaigns, what the API gives you, what it does not, and what to set up first.
Meta Ads reportingHow to deactivate a Facebook pixel without deleting it
Deactivate, remove from the account or delete: what each action does to history and audiences, and which one to pick when a pixel should stop collecting.
Meta Ads reportingHow to install the Facebook pixel on Wix
Wix's native Meta integration, when custom code is worth it instead, and why the cookie consent banner may be quietly erasing part of your events.
Meta Ads reportingHow to set up the Facebook pixel with Stripe
Stripe has no pixel field: why the purchase event has to come from your return page or your server, and which path is actually reliable.
Claude and AIGemini for paid ads: what it does and what it cannot do
What Gemini solves in paid media, where it hits a wall, and how it compares to Claude and ChatGPT when the question needs data from your ad account.
Claude and AIGoogle Ads prompts to audit an account in minutes
Ready prompts to audit Google Ads with AI: search terms, negatives, impression share and budget. Plus what each one needs in order to actually work.
ComparisonsGoogle Ads or Business Profile: where a local business starts
Google Ads and Business Profile solve different problems for local businesses. Which comes first, what each really costs, and how they reinforce each other.
Google AdsHow much does Google Ads cost
How Google Ads pricing works: how the auction sets it, how much to start with, what pushes cost up, and the calculation that defines your real ceiling.
Claude and AIHow to use ChatGPT for marketing with real data
How to use ChatGPT in digital marketing without generic output: where it genuinely helps, where it fails, and what changes when it can read your account.
ComparisonsInstagram Ads vs Google Ads: who buys on each
Instagram Ads or Google Ads: one interrupts, the other answers. The criterion for choosing on a small budget, what changes in measurement, and when to run both.
Claude and AIMCP vs Zapier: trigger automation and access by conversation
MCP and Zapier solve different problems: one gives an assistant access to data during a chat, the other fires actions on a trigger. Which to use when.
Claude and AI20 Meta Ads prompts that return something useful
Twenty ready Meta Ads prompts organized by routine, plus what changes when the assistant can actually read your ad account instead of guessing.
ComparisonsPower BI for marketing: when it earns its place
Power BI for marketing: what it genuinely solves, the hidden cost of maintaining it, and when a ready dashboard or an AI conversation delivers faster.
Meta Ads reportingHow to rename a Facebook pixel
Where to change a pixel's name, why renaming affects nothing in collection, and the naming convention that fixes the real problem of managing many accounts.
Metrics and analysisROAS or TACoS: what changes in e-commerce
ROAS measures the campaign, TACoS measures how much of your revenue depends on ads. When each one decides, and how a good ROAS hides a worsening TACoS.
ComparisonsTikTok Ads vs Meta Ads: where the next budget goes
TikTok Ads or Meta Ads: what changes in audience, creative, cost and measurement, plus the criterion for choosing on a small budget and running both.
ComparisonsTikTok Ads vs YouTube Ads: where to put the video budget
TikTok Ads or YouTube Ads: what changes in attention, format, cost and measurement, and the criterion for picking a video channel with the budget you have.
Meta Ads reportingCBO vs ABO: which one to use and when
The real difference between campaign and ad set budget, when each one pays off, and the mistakes that make CBO look like it doesn't work.
Metrics and analysisCold, warm and hot audiences: what to change at each stage
What actually separates each audience temperature, which offer and creative work at each one, and the cost of treating all three the same.
Meta Ads reportingCreative fatigue: how to catch it before your cost goes up
The signals that show up before cost per result worsens, how to tell real fatigue from noise, and what to change first when performance starts sliding.
Metrics and analysisFunnel stage metrics: what to watch at each point
Which metric governs each stage, how to use the sequence to locate where results break, and why watching only the final number delays the fix.
Google AdsGoogle Ads Quality Score: what actually moves the number
What Quality Score is made of, why it isn't a performance grade, which of its three components you can work on, and when to ignore it.
Google AdsGoogle Ads search terms: the report that gives budget back
How to read the search terms report, which negatives to add first, how often to review it, and what to do with the terms that are actually worth keeping.
Metrics and analysisLanding page not converting: how to find where people drop off
How to tell a page problem from an ad problem, what to check in order of impact, and which changes pay more than a full redesign.
Metrics and analysisLow CTR on Meta Ads: diagnose before you change the creative
What counts as low CTR for your objective, the five most common causes, and the order to check them so you don't fix what wasn't broken.
Meta Ads reportingA/B testing on Meta Ads: how to run one you can actually trust
Why most Meta Ads A/B tests prove nothing, which variable to isolate, how much volume you need, and when not testing is the better call.
Meta Ads reportingMeta Ads remarketing: how to set it up without burning the audience
Which remarketing audiences are worth having, why cost per result misleads, how much budget it really supports, and which exclusions matter most.
AgenciesMonthly marketing report: what to include and what to cut
How to build a monthly report someone actually reads: which numbers go in, in what order, how much writing it needs, and which questions it has to answer.
AgenciesPresenting results to a client without losing the meeting
What to show first, how to explain a bad month, what to do when the client asks for a metric that doesn't matter, and how to close with a decision.
Google AdsTarget ROAS in Google Ads: picking a number that doesn't stall the account
What the Target ROAS strategy actually does, how to choose the starting value, why a target that's too high kills volume, and when another strategy fits better.
Meta Ads reportingWhen to scale a campaign (and how not to break it)
The three signals that a campaign can take more budget, how much to raise at a time, and why duplicating the winning ad set usually costs more.
AgenciesHow much to charge for ads management: models and numbers
The four pricing models for paid media management, when each one works, how to calculate your floor, and what to include so you are not working for free.
Meta Ads reportingHow to analyse a Meta Ads campaign, step by step
The order to review a campaign without drowning in metrics: what to check first, how to separate a creative problem from an audience or landing page one.
AgenciesManaging multiple ad accounts without losing control
The routine, structure and tooling for running many ad accounts at once: what to check daily, what weekly, and how to spot problems before the client does.
Meta Ads reportingMeta Ads learning phase: what it is and how to stop resetting it
What the learning phase actually does, why edits restart it, how many conversions it needs, and the habits that keep campaigns permanently stuck in it.
Metrics and analysisUTM parameters for ads: a naming system that survives contact
How to build UTM tags that stay readable months later: what goes in each parameter, the rules that prevent broken reports, and the common mistakes.
AgenciesThe weekly ad report: what to include and what to cut
A weekly reporting format that takes minutes to produce and actually gets read: the six blocks, what to leave out, and how to write the part that matters.
Meta Ads reportingHigh CPL on Meta Ads: 9 causes and what to do about each
Your cost per lead jumped and the report does not say why. The nine real causes, how to tell them apart with data you already have, and the fix for each.
Metrics and analysisMarketing KPIs: which ones to track and which to ignore
How to choose KPIs that drive decisions instead of filling dashboards: metric versus KPI, how many to keep, and the minimum set per business type.
Metrics and analysisMarketing ROI: how to calculate it without fooling yourself
The ROI formula, how it differs from ROAS, which costs really belong in it, and the three mistakes that make the number look better than it is.
Google AdsGoogle Ads CPC too high: six causes and what to check for each
Google Ads CPC too high? Six causes, from term competition and quality score to broad match and uncapped bidding, with the sign in the report and the fix.
Metrics and analysisHow to measure digital marketing results: a 5-step method
How to measure digital marketing results in 5 steps: outcome first, one metric per link of the chain, instrumentation, a fair ruler, and a reading ritual.
Metrics and analysisVanity metrics: how to spot them and what to track instead
Vanity metrics go up while nothing in the business changes. A two-question test to spot them, when likes and reach still count, and what to track instead.
ComparisonsWindsor.ai alternatives: when ETL is too much, and what to use
Most people searching for Windsor.ai alternatives do not need another ETL. How to tell which of three categories you need, with a side-by-side table.
ComparisonsWindsor.ai free plan: what you get and when you outgrow it
The Windsor.ai free plan covers 1 user, 1 source and 1 account. Who fits inside it, the exact moment you outgrow it, and what to compare before paying.
Claude and AIWindsor.ai MCP server: what it answers and what it cannot execute
The Windsor AI MCP server lets Claude analyze data Windsor.ai has pulled from 350+ sources. What it answers, what it cannot execute, and the alternative.
Claude and AIAI for media buyers: what works today, what is a promise
An honest look at AI for media buyers: what it already does well on live ad accounts, what is still marketing, the real risks, and where to start safely.
Claude and AIConnect Google Ads to Claude: read your numbers and act
How to connect Google Ads to Claude with a connector: what you can ask, what Claude can execute, the safeguards, and the limits worth knowing first.
Claude and AIMeta Ads MCP server: build your own or use a hosted one
A Meta Ads MCP server turns the Marketing API into tools Claude can call. Compare running your own against a hosted connector, and what to check first.
Claude and AIClaude for ads: connect Meta and Google, then let it read and act
Connect Meta Ads and Google Ads to Claude, ask questions in plain English, and let it pause or adjust campaigns with guardrails. Setup, prompts, limits.
AgenciesAgency client reporting: what to show, how often, and how to automate
Client reporting for a small agency without the Monday scramble: the three questions clients ask, one report table, cadence, and four ways to build it.
Meta Ads reportingMeta Ads reporting: metrics, a template, and how to automate it
What a Meta Ads report needs by objective, a weekly and monthly template, the mistakes that distort numbers, and four ways to build it, from export to Claude.
Google AdsMeta and Google Ads dashboard: the honest way to compare CPL
A Meta and Google Ads dashboard only works if you know which numbers compare. Attribution windows, conversion counting, and the mistakes that make it lie.
ComparisonsSupermetrics alternatives in 2026: 6 tools compared for ad reporting
Six Supermetrics alternatives compared by what they actually do: data pipes, client reports, social suites, and one that lets Claude read and act on your ads.
Claude and AIWhat is MCP? A plain-English guide for marketers who run ads
MCP is the open standard that lets Claude use your ad accounts as tools. What it is, how it beats pasting screenshots, and what changes for a media buyer.