1.1 In one sentence
It’s the WhatsApp meter: it links each ad click (Meta, Google, or Instagram bio) to the conversation that starts on WhatsApp and to its outcome (won/lost + value). In the end, you see how many leads, sales, and return each campaign and each creative brought in.
1.2 Why the Pixel and Google Analytics aren’t enough
The Pixel and GA see up to the click. Your sale ends in the chat — and that’s a black box to them. martec stitches the two sides together with an invisible code that travels from the link to WhatsApp, and that’s what lets you say “this creative generated 18 leads, 5 sales, R$ 2,450” — something Ads Manager alone can’t know.
1.3 What it answers about your method
Right on the scoreboard: which campaign, creative, audience, and source brought more sales and at lower cost — via Leads, Wins, Conversion, Revenue, Cost, CPL, and ROAS. What it does not answer on its own (still part of your analysis): sales cycle, region, and customer desires — things that depend on you recording or observing them.
🖥️ Screen — The per-creative scoreboard (the heart of measurement)
Placar por criativo / ICP
┌─────────────────────────────────────────────────────────────────────┐
│ Criativo│ICP/Público│Leads│Ganhos↓│Conversão│Receita│Custo│CPL │ROAS │
│ video-A │ lookalike │ 18 │ 5 │ 27,8% │R$2.450│R$600│R$33│4,08×│
│ Sem atr.│ Sem atrib.│ 3 │ 1 │ amostra │sem val│ — │ — │ — │
└─────────────────────────────────────────────────────────────────────┘
How to read it: each row is a creative crossed with an audience. CPL = cost ÷ leads (how much each lead cost). ROAS = revenue ÷ cost (return). Where data is missing, “—” shows up (never “R$ 0”). “Sem atribuição” (no attribution) means measurement didn’t reach there — see §5.6 and §11 items 1–4.