The Vazante blog
Metrics and analysis
When to pause a campaign (and when to wait another week)
Pausing early kills campaigns that would have worked; pausing late burns budget. The cut-off criteria, minimum time by campaign type, and what to do before switching off.
Metrics and analysisSeven metrics that mislead and what to look at instead
ROAS, CTR, CPL, conversion rate and reach are all true and still lead to wrong decisions. Why each one misleads, and which metric to decide with.
Metrics and analysisRemarketing that does not burn budget: what to split and what to exclude
High-ROAS remarketing is often buying sales that would have happened anyway. How to build the lists, what to always exclude, and how to measure what it really adds.
Metrics and analysisHow many impressions is normal for a campaign? Do the math
There is no normal impression count, only the math: spend ÷ CPM × 1,000. How to estimate what your budget should buy, what cuts delivery, and a checklist.
Metrics and analysisHow to split budget across Meta, Google and TikTok
Splitting by intuition is expensive, and splitting by each platform CPA is too. The criterion that works, and why the cheapest channel does not always deserve more.
Metrics and analysisTikTok Ads dashboard: how to build the analysis that moves budget
How to build a TikTok Ads dashboard: metrics by objective, cuts by day, ad and audience, where each one lives in Ads Manager, and your dashboard options.
Metrics and analysisWhat is a good ad frequency, and when does it become bad
Meta has no magic frequency number. The ranges I use by audience type, the right window to measure, and the signals that repetition is now costing you.
Metrics and analysisIs the Conversions API worth it? What actually changes
Server-side conversions recover part of what the browser loses. What that is worth in practice, what it does not fix, and the errors that make things worse.
Metrics and analysisUTMs that survive to the sale: the seven places they get lost
The UTM reaches the landing page and vanishes before the CRM. The seven places it disappears, how to test each one, and what to do when it cannot be fixed.
Metrics and analysisHow to scale a campaign without breaking what works
Doubling the budget usually makes results worse. Why that happens, what increase pace is safe, and the three routes to scale beyond raising spend.
Metrics and analysisCreative testing that actually reaches a conclusion
Most creative tests end with no answer because they change two things at once or stop too early. How to design a test that genuinely decides something.
Metrics and analysisLead response time: the metric media does not control but pays for
Leads answer whoever gets there first. How to measure real response time, what it does to your CPA, and how to raise it without fighting the sales team.
Metrics and analysisCreative fatigue: how to know the exact moment to swap
High frequency does not always mean fatigue, and a rising CPL is not always the creative fault. The three signals that confirm it, and what to do next.
Metrics and analysisGA4 cross-channel budgeting: projection plans and scenario plans
GA4's cross-channel budgeting is in beta. What projection and scenario plans do, which data they use, and why you should validate them with an incrementality test.
Metrics and analysisGA4 Data Manager: what changes when you blend Meta, TikTok and GA4
Google built Data Manager into Google Analytics. What it adds, how Meta and TikTok costs get into GA4, and what's still missing: the sale that closes in your CRM.
Metrics and analysisMeta Business Agent on WhatsApp: when to use it, when to build your own
Meta Business Agent answers your customers on WhatsApp from your business info. How it works, who is excluded, how it is billed and what to measure.
Metrics and analysisMeta conversion leads: optimize for qualified leads with CRM data
How to make Meta Ads chase qualified leads, not cheap ones: the Conversion Leads goal, Conversions API for CRM, the lead ID, and why a clean CRM matters most.
Metrics and analysisSearch Console AI Overviews report: what it shows and what it doesn't
Search Console now reports impressions in AI Overviews and AI Mode. What the report includes, what is missing, why you never add it to the total, and how to compare.
Metrics and analysisGoogle Ads Search Lift: measuring the searches your video drove
Search Lift measures how many extra searches YouTube and Demand Gen campaigns caused. When to run it, how to read results, and why a search isn't a conversion.
Metrics and analysisTikTok Search Ads with Smart+: how they work and how to compare to Google
TikTok's search campaign now runs on Smart+, automating keywords, bids and budget. How it works, the negatives you need and how to compare it to Google fairly.
Metrics and analysisWhatsApp pricing update, October 2026: what Meta now charges for
Since Oct 1, 2026, Meta charges service messages past 1,000 per number a month, plus utility templates in an open window. What changed and what is still free.
Metrics and analysisAttribution windows: why the same month has two numbers
7-day click, 1-day view, click date or conversion date. What each choice changes in the report, and which one to use when deciding where money goes.
Metrics and analysisQuality events vs volume events: which one to optimize for
Optimizing for signups fills the funnel with bad leads. Optimizing for sales can stall the campaign for lack of data. How to choose, and when to switch events.
Metrics and analysisCampaign naming conventions: the standard that writes your report
A campaign name is not internal tidiness, it is a reporting key. The five-field standard, how to migrate without breaking history, and the mistake that ruins comparison.
Metrics and analysisGood campaign, bad follow-up: proving which side the problem is on
The oldest argument between marketing and sales, settled with four numbers neither side can dispute — and what to do once you have the answer.
Metrics and analysisA weekly optimization routine: what to check, in what order, every Monday
One hour per account, always the same, in the order that stops you fixing the wrong thing. The script, the thresholds and three questions before any edit.
Metrics and analysisExpensive leads or a broken funnel? How to tell before you act
Same symptom, two opposite causes, and acting on the wrong one makes it worse. The three-number test that separates a media problem from a funnel problem.
Metrics and analysisLow CPL and no sales: why the dashboard misleads and what to do
The case where the media report looks excellent and revenue does not move. The five causes, the signal of each, and why raising CPL can be the fix.
Metrics and analysisFirst 30 days with coexistence: what to switch on, in what order
A four-week plan from connection to the first useful automation, without burning the number or scaring the team.
Metrics and analysisWith coexistence, does the app keep working? What changes for the team
The question the team asks first. What stays the same in WhatsApp Business, what starts running in parallel, and what genuinely changes day to day.
Metrics and analysisThe 24-hour coexistence sync: what actually happens in there
After connecting, WhatsApp spends a window building the initial state. What gets transferred, what does not, and why interrupting it is expensive.
Metrics and analysisWhatsApp coexistence: 8 common mistakes and how to avoid each
Half-connected numbers, interrupted syncs, two replies in the same chat. The mistakes that show up most during setup, and what to do about each.
Metrics and analysisWhatsApp number quality: what sinks it and how to recover
Your number's quality rating decides how many messages you can send. What drags it down, what brings it back, and why nobody warns you before it falls.
Metrics and analysisCoexistence or migration: which path to pick for your number
Keep the number in the app and the API at once, or take it out of the app for good. The honest comparison, what each costs, and when each is right.
Metrics and analysisWhatsApp coexistence requirements: what to check first
The list of what has to be ready before connecting: number type, app, business verification, and the three situations that block the process.
Metrics and analysisWhat WhatsApp Coexistence is: the same number in the app and the API
Coexistence lets your number run in WhatsApp Business and the Cloud API at once. What changes, what stays the same, and who should use it.
Metrics and analysisLong sales cycles: measuring media when deals take months
When leads close 60 or 90 days later, the monthly report lies. How to use cohorts, intermediate milestones and lag to decide without waiting out the cycle.
Metrics and analysisOffline attribution: crediting the sale that does not happen online
Storefront, phone, WhatsApp and contracts signed off the internet. The four ways to tie that sale back to the ad, and what each one costs you.
Metrics and analysisRevenue by creative: which piece sells, not which piece engages
How to rank creatives by revenue instead of CTR or CPL, what the number needs in order to exist, and why it so often flips the list you already have.
Metrics and analysisWhen the CRM and the ad manager disagree: 7 legitimate causes
Meta says 40 conversions, the CRM shows 28. It is not always a bug: the seven real causes of the gap, how to spot each one, and which number to decide with.
Metrics and analysisHow to disconnect WhatsApp Coexistence without losing your data
Disconnecting WhatsApp Coexistence gives the app back its locked features and keeps synced history. What changes, what you lose, and when to do it.
Metrics and analysisHow to enable WhatsApp Coexistence: a step-by-step setup guide
How to enable WhatsApp Coexistence: what to check first, how Embedded Signup and the QR scan work, and the tests to run once you connect.
Metrics and analysisReal cost per sale: how to calculate it and why CPA will not do
Your CPA stops at the signup. Real cost per sale divides the same spend by deals actually closed. How to build it, where it breaks, and what changes once you have it.
Metrics and analysisWhatsApp 24 hour window with coexistence: who opens it and when
With coexistence, only a customer message opens the WhatsApp API 24 hour window. What your phone replies do, when templates kick in, and the classic mistake.
Metrics and analysisWhatsApp Coexistence limitations: what breaks and when to skip it
The real WhatsApp Coexistence limitations: app features that lock, the send cap, the 14-day rule, and how to test each one before you connect.
Metrics and analysisWhatsApp coexistence templates: when you need them and why they fail
With coexistence, templates are only required when the API messages outside the 24 hour window. Categories, Meta approval and the usual rejection reasons.
Metrics and analysisAd 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.