The Vazante blog
Metrics and analysis
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.
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.