Who this is for: the company’s admin. Operators do not see the Campanhas (Campaigns) menu.
The martec.app interface is in Portuguese. This page keeps every on-screen label exactly as it appears, in bold, with the meaning in parentheses the first time.
A campaign groups the trackable links of one promotion and shows what it brought in: clicks, leads, and sales. The full path has four steps:
- Create the campaign (5.1).
- Create the trackable link (5.2).
- Take the campaign to the ad or to your own channels (5.3 and 5.4).
- Read the results (5.5).
At the end of the page there is a complete example with Loja Exemplo.
5.1 How to create a campaign
What it is for. A campaign is the folder for one promotion. Everything you publish with its trackable links (website ad, bio, QR code) shows up together in the results. A conversation ad lead does not enter these results (section 11, item 13).
Who can use it. Admin. Creating a campaign requires a plan that includes Campaigns: Vitrine, Essencial, Crescimento, or Escala. Bio grátis does not include campaigns.
Step by step
- In the menu, click Campanhas and then Nova campanha (New campaign).
- In Onde essa campanha vai rodar? (Where will this campaign run?), pick the channel: Meta ads, Google ads, Orgânico (Organic), or Manual.
- If the channel is Meta ads, answer Que tipo de anúncio? (What type of ad?): Anúncio de conversa (WhatsApp) (conversation ad) or Anúncio de site (landing page) (website ad).
- Read the Pra onde o anúncio aponta (Where the ad points) box. It tells you which destination to use in the ad for the path you picked.
- In Nome (Name), write a name you will recognize later (up to 200 characters).
- In Status inicial (Initial status), leave Ativa (Active).
- Click Criar campanha (Create campaign).
The Pra onde o anúncio aponta box changes with what you picked:
| Where it runs | Ad type | Where the ad points |
|---|---|---|
| Meta ads | Anúncio de conversa (WhatsApp) | To WhatsApp, chosen in Meta Ads Manager. The ad carries no URL at all. |
| Meta ads | Anúncio de site (landing page) | To your landing page. The trackable link goes on the buttons inside it. |
| Google ads | — | To the real page of your site. The trackable link goes on the buttons inside it. |
| Orgânico or Manual | — | There is no paid ad: the trackable link goes straight into your own channels (Instagram bio, stories, printed QR code, email). |
To see the ad cost in the campaign (Meta ads only)
- In the list, click the campaign name and then Editar (Edit).
- In ID externo (External ID), paste the campaign ID shown in Meta Ads Manager.
- Click Salvar (Save).
The cost is fetched right away. After that, the campaign page shows Custo Meta (lifetime) and the Sincronizar agora (Sync now) button, which can be used once per minute. For this to work the Meta account has to be connected (section 7), which is part of the plans from Essencial up.
Example. Loja Exemplo is going to advertise its October sale on Instagram, with a landing page. Maria, the admin, creates the campaign Promoção de outubro with Meta ads and Anúncio de site (landing page), and leaves the status as Ativa.
Common questions
- The notice “Disponível no plano Vitrine.” (Available on the Vitrine plan) showed up. The screen shows it when the company is on Bio grátis and someone clicks Criar campanha. The campaign is not created.
- Can I change the name or the channel later? No. The Editar window only changes the ID externo and the Status. To change the name or the channel, create a new campaign.
- The cost shows as “—”. The campaign has no ID externo, or the cost has not been synced yet. The campaign page says which one: “Sem ID externo — informe em Editar para sincronizar o custo” or “Ainda não sincronizado”.
- I picked the wrong ad type. The choice is there so the box can guide you while creating. You choose again in Levar pro anúncio (5.3), without redoing the campaign.
5.2 How to create a trackable link
What it is for. The trackable link is the address you share. When someone clicks it, martec counts the click and takes the person to WhatsApp with a ready-made message. That message is what ties the conversation to the campaign.
The address always has this format: martec.app/t/<company>/r/<nickname>. Example: martec.app/t/loja-exemplo/r/promo-outubro.
Who can use it. Admin, on a plan with Campaigns (see 5.1).
Step by step
- In Campanhas, click the campaign name.
- In Links rastreáveis (Trackable links), click Novo link (New link).
- In Tipo de destino (Destination type), leave WhatsApp (padrão) (default).
- In Apelido do link (Link nickname), write a short name using only lowercase letters, numbers, and hyphens, 6 to 40 characters. Example:
promo-outubro. - In Operador (Operator), pick who will receive the conversations.
- In Delay antes do redirect (s), leave 5. It is the time, from 0 to 30 seconds, the person waits before going to WhatsApp.
- In Mensagem pré-preenchida (opcional) (Pre-filled message), adjust the text the customer will send. Do not leave it blank.
- Check the Prévia da mensagem (Message preview) and click Criar tracking link.
If the company has two or more WhatsApp numbers in Canais (Channels), the field Enviar conversas para (Send conversations to) also appears. There you choose which number receives the conversations from this link.
What the customer sees when they click. First, a martec page with a countdown. Then WhatsApp opens with the ready-made message, the sentence “Envie esta mensagem para iniciar seu atendimento.” (Send this message to start your service), and a tracking code at the end. The customer only has to send it. If they delete the code, martec cannot tie the conversation to the click.
Message variables. Inside the message you can use six variables. martec swaps each one for the real value at click time:
| Variable | Becomes |
|---|---|
{campaign_name} |
the campaign name |
{tracking_link_slug} |
the link nickname |
{utm_source} {utm_campaign} {utm_content} {utm_term} |
the values that came in the ad tagging (5.4); they stay empty if the click arrived with no tagging |
The actions of each link. At the end of the link row, the ⋯ button opens: Levar pro anúncio (Take to the ad, 5.3), Validar oferta (Validate offer, 5.3), Editar mensagem (Edit message), QR code (5.7), and Desativar (Deactivate).
Example. In the Promoção de outubro campaign, Maria creates the link with the nickname promo-outubro and picks herself as the operator. The address is martec.app/t/loja-exemplo/r/promo-outubro.
Common questions and what can go wrong
- There is no operator to pick. martec warns: “Nenhum operador cadastrado — sem operador, os cliques deste link não chegam a ninguém.” Invite an operator first, in Operadores.
- Warning “O WhatsApp deste operador não bate com nenhum número conectado da empresa.” Conversations from this link would land on a number martec does not follow, and the leads would be lost. Pick an operator whose WhatsApp is one of the connected numbers.
- Warning “A empresa ainda não tem um WhatsApp conectado.” Connect a number in Canais before sharing the link. Without it, its leads are not tied to the campaign.
- Warning “Sem mensagem, o clique entra como orgânico”. With a blank message, WhatsApp opens empty and martec cannot tell which campaign started the conversation. Write a message.
- The customer received a text like
{nome}. Only the six variables in the table work. Anything else reaches the customer exactly as written. - I deactivated the link and the ad kept running. Whoever clicks a deactivated link sees “Este link expirou ou não existe”. Take the link out of the ad and out of your channels before deactivating it.
- I want to measure an address that is not WhatsApp. In Tipo de destino, pick URL externa (External URL) and enter the URL HTTPS de destino: it can be Google Maps, a menu, or a site. martec counts the click and opens the address. This kind of link does not create a lead.
5.3 How to take the campaign to the ad
What it is for. The Levar pro anúncio window shows exactly what to do with the link, according to the campaign channel and the ad type. In some cases the link does not go into the ad.
Who can use it. Admin, on a plan with Campaigns (see 5.1).
Step by step
- On the campaign page, on the link row, click ⋯ and then Levar pro anúncio.
- If the campaign is Meta ads, choose again in Que tipo de anúncio?.
- Do what the window shows for your case:
- Anúncio de conversa (WhatsApp): there is nothing to copy. Follow the No Gerenciador de Anúncios (In Ads Manager) list: create the campaign with the objective “Conversas iniciadas”, pick WhatsApp as the conversation destination, and publish without filling in any URL field.
- Anúncio de site (landing page): copy the Link do botão da sua página (Your page’s button link) and put it on the WhatsApp button of your landing page. The ad destination is the landing page address.
- Orgânico or Manual: copy the Link rastreável and use it in your channels.
- For the website ad, also copy the Parâmetros de URL (URL parameters) and paste them into the ad’s URL parameters field (5.4).
- Click Ver guia e validar (See guide and validate) to check everything in the Validação de oferta (Offer validation).
The Validação de oferta page. It is a checking page for the link. It shows:
- Como esta oferta chega (How this offer arrives): the possible paths for the campaign channel. On Meta ads, Anúncio de conversa (WhatsApp) and Landing page. On Google ads, only Landing page. On Orgânico and Manual, Link pro WhatsApp and Loja física (QR) (Physical store).
- 3 passos pra medir essa oferta (3 steps to measure this offer): the same script as the Levar pro anúncio window, in more detail.
- Confira a oferta (Check the offer): the message preview and a checklist. It is a guide. The real check happens when the first click reaches the scoreboard. On a conversation ad, the lead does not reach the scoreboard (section 11, item 13).
- Placar por criativo / ICP (Scoreboard by creative / audience): the campaign results (5.5).
Example. Maria opens Levar pro anúncio on the promo-outubro link and selects Anúncio de site (landing page). She copies the link and puts it on the “Chamar no WhatsApp” button of the sale’s landing page. Then she copies the parameters and pastes them into the ad.
Common questions
- Why does the conversation ad have no link to copy? Because its destination is WhatsApp itself, chosen in Meta Ads Manager. The origin comes from Meta’s own click, and the conversation arrives already marked as coming from a Meta ad. This requires the number to be connected through the Oficial Meta connection, in Canais. Without it, the conversation arrives without that mark.
- I advertise on Google. What changes? The ad’s final URL has to be the real page of your site, and the trackable link goes on its button. On Google, the sale goes back through Google’s own click identifier, in the conversion upload, and not through the ad URL.
- Can I use the trackable link as the destination of a Meta ad? martec does not guide you to do that. In a conversation ad the destination is WhatsApp, and in a website ad the destination is your page.
5.4 Ad URL parameters (Meta)
What it is for. URL parameters are tags that Meta appends to the address when someone clicks the ad. The most common ones are called UTM (see UTM in the glossary). They are how martec knows which campaign, which ad, and which audience brought each customer.
Who can use it. An admin who advertises on Meta with Anúncio de site (landing page). The conversation ad has no URL and therefore takes no parameters.
What to paste. Copy the block below, whole and unchanged:
utm_source=meta&utm_medium=paid&utm_campaign={{campaign.name}}&utm_id={{campaign.id}}&utm_content={{ad.id}}&utm_term={{adset.name}}
Step by step
- In Meta Ads Manager, open the ad.
- Paste the block into the ad’s “URL parameters” field.
- Publish.
The parts in double curly braces are filled in by Meta at the moment the ad is shown. You do not replace anything by hand.
| Parameter | What Meta puts there | What martec uses it for |
|---|---|---|
utm_source=meta and utm_medium=paid |
fixed values | telling paid-ad traffic apart from unpaid promotion |
utm_campaign={{campaign.name}} |
the campaign name | showing a readable name |
utm_id={{campaign.id}} |
the campaign ID | tying the click to the campaign. It is the same number as the ID externo (5.1) |
utm_content={{ad.id}} |
the ad ID | splitting the results by creative and bringing in the cost of each ad |
utm_term={{adset.name}} |
the ad set name | splitting the results by audience |
How to check
- Before publishing, open Validar oferta on the link and pick Landing page in Como esta oferta chega. In step 2, open Avançado — parâmetros de URL (Advanced). The block there has to match what you pasted into the ad.
- After the first conversation arrives, look at the campaign’s Placar por criativo / ICP. If the row shows the ad and the audience, the tagging got through. If it shows Sem atribuição (No attribution), see 5.6.
Example. In the October sale ad, Maria pastes the block into the “URL parameters” field. When a customer clicks, Meta swaps {{campaign.name}} for “Promoção de outubro” and the other parts for that ad’s data.
Common questions
- I use a landing page. Do I need to do anything on it? Yes. The page has to pass the tagging on to the button link. If it does not, the creative falls into Sem atribuição.
- I pasted a different block before, with
{{ad.name}}inutm_content. Replace it with the block above. It is the one martec uses today to tie the click to the ad and to the cost. - What about Google? The block above is for Meta. Do not paste it into Google.
5.5 How to read the results
What it is for. It shows what each link and each ad brought in, so you can decide where to put the budget. A conversation ad lead does not show up here (section 11, item 13).
Who can use it. Admin, on a plan with Campaigns (see 5.1).
Where to look
- Open the campaign in Campanhas.
- In the Links rastreáveis table, see the result of each link.
- In Placar por criativo / ICP, see the result by ad and by audience.
In the link table
| Column | What it counts |
|---|---|
| Cliques (Clicks) | unique clicks. The same person clicking several times within 30 minutes counts once |
| Leads | people who became a lead. Each lead counts once, on the first link they clicked |
| Vendas (Sales) | sales recorded for those leads |
| Conversão (Conversion) | sales divided by leads |
In the scoreboard
| Column | What it shows |
|---|---|
| Criativo (Creative) | the ad, identified by the utm_content tag |
| ICP / Público (Audience) | the audience, identified by the utm_term tag |
| Oportunidades (Opportunities) | how many sales opportunities came in. A customer who came back through an ad counts again |
| Vendas, Conversão, and Receita (Revenue) | what was sold |
| Custo (Cost), CPL, and ROAS | the ad cost, the cost per lead, and the return. See the glossary |
Example. After one week, the promo-outubro link row shows 42 clicks, 9 leads, and 3 sales: a 33% conversion.
Common questions
- The cost shows as “—”. Hover over the dash to see why: “Origem sem id de anúncio” (source with no ad ID) or “Custo ainda não sincronizado para este anúncio” (cost not synced yet for this ad). martec never shows R$ 0 in place of a cost it does not have.
- “amostra pequena” (small sample) showed up. With few leads, one sale more or less changes the rate a lot. Wait for more results before drawing conclusions.
- “sem valor” (no value) showed up. The sale was recorded without the amount. It counts as a sale but adds no revenue.
- The number of opportunities is higher than the number of leads. That is expected: the column counts opportunities, not people.
5.6 “Orgânico” and “Sem atribuição”
What it is for. These are two names that show up when martec cannot tie a customer to an ad. Each has a different cause.
Who can use it. Admin, on a plan with Campaigns (see 5.1).
| Name | What it means | How to avoid it |
|---|---|---|
| Sem atribuição (No attribution) | the customer came from a paid click, but the ad tagging did not get through | paste the URL parameters into the ad (5.4) and check that your page passes the tagging on to the button link |
| Orgânico or Orgânico/Direto (Organic/Direct) | the conversation arrived with no ad signal: the person messaged WhatsApp directly, or the link had no pre-filled message | always share the trackable link and keep the pre-filled message on it (5.2) |
Example. Loja Exemplo publishes a second ad and forgets to paste the parameters. Customers from that ad appear in the scoreboard under Sem atribuição, mixed together, with no split by creative.
5.7 How to use the link’s QR code
What it is for. It takes the same trackable link into the physical world: counter, shop window, poster, or packaging. Whoever points the camera lands on the link and is counted.
Who can use it. Admin, on a plan with Campaigns (see 5.1).
Step by step
- On the campaign page, on the link row, click ⋯ and then QR code.
- To use the image in your own artwork, click Baixar PNG (Download PNG) or Baixar SVG (gráfica) (for print shops).
- To print a ready-made poster, adjust the Título do cartaz (Poster title) and click Cartaz A5 pronto (Ready A5 poster).
What the QR code measures. Whoever scans it counts as a click on the link. Whoever sends the message becomes a lead in the campaign. martec does not measure store visits.
Example. Loja Exemplo creates the campaign Vitrine da loja, with the channel Orgânico, and a link for the counter. Maria prints the poster with the title “Envie CHEGUEI e ganhe seu desconto” and sticks it next to the register.
Common questions
- I clicked Cartaz A5 pronto and nothing opened. The browser blocked the poster window. Allow pop-ups for martec.app and try again.
- Can I deactivate the link after printing? Avoid it. The printed QR code always leads to the same link, and a deactivated link shows “Este link expirou ou não existe”.
- Does the QR code of an external URL link work too? Yes. It counts the click and opens the address. In that case there is no lead.
5.8 How to archive or pause a campaign
What it is for. It gets a finished campaign out of the way without taking down the links that are already out there.
Who can use it. Admin, on a plan with Campaigns (see 5.1).
Step by step
- In Campanhas, on the campaign row, click Arquivar (Archive).
- Read the notice and confirm with Arquivar.
What changes when you archive. The campaign leaves the list, the destination pickers, and the reports. Its trackable links keep working, and clicks keep coming in.
The Pausada (Paused) status. It is only a marker to keep your campaigns organized. It does not pause the links or the ads. To change the status, open the campaign, click Editar, and pick Pausada or Ativa.
Example. The October sale is over. Maria archives the campaign. The QR code left on the counter still leads to the store’s WhatsApp.
Common questions
- I want the link to stop working. Archiving or pausing the campaign does not do that. Use Desativar on the link (5.2).
- I archived by mistake. An archived campaign leaves the list, and its links keep working. If you archived it by mistake, contact support.
5.9 Start-to-finish example: Loja Exemplo
Loja Exemplo sells clothes and serves customers on WhatsApp (17) 99999-0000. Maria, the admin, wants to know how much the October sale will sell through Instagram.
- She creates the campaign. In Campanhas, she clicks Nova campanha, picks Meta ads and Anúncio de site (landing page), names it Promoção de outubro, and creates it (5.1).
- She enters the Meta campaign ID. After creating the campaign in Meta Ads Manager, she opens Editar and pastes the ID into ID externo. The cost starts to show (5.1).
- She creates the link. On the campaign page, she clicks Novo link, uses the nickname
promo-outubro, and picks herself as the operator. The link ismartec.app/t/loja-exemplo/r/promo-outubro(5.2). - She takes it to the ad. In Levar pro anúncio, she copies the link and puts it on the “Chamar no WhatsApp” button of the landing page. She copies the URL parameters and pastes them into the Meta ad (5.3 and 5.4).
- The customer clicks. They see the ad, open the landing page, and tap the button. The page “Conectando você ao atendente” appears and then WhatsApp opens with the ready-made message. They send it.
- The lead shows up. The conversation reaches Maria and becomes a lead. On the campaign page, the link now shows 1 under Leads.
- The sale reaches the scoreboard. When Maria records the sale with its amount, that ad’s row in Placar por criativo / ICP shows the sale, the revenue and, with the cost synced, the ROAS.
If Loja Exemplo prefers the conversation ad. From step 3 on, the path changes. The ad takes no link and no parameters: in Meta Ads Manager, Maria picks WhatsApp as the destination and publishes. The customer taps the ad and WhatsApp opens directly, without the martec page. With the store’s number connected through the Oficial Meta connection, the conversation arrives marked as coming from a Meta ad. The lead does not enter the campaign page or the scoreboard by creative (section 11, item 13).