UTM — tags at the end of an ad’s address that say where each click came from. Example: utm_source=meta. In a Meta website ad they go in the ad’s “URL parameters” field, and martec uses them to tie the click to the campaign, the ad, and the audience. See section 5.4.
Match token — the code generated on the redirect screen that stitches the click to the conversation.
CPL — Cost Per Lead = cost ÷ leads.
CAC — Customer Acquisition Cost = cost ÷ wins.
LTV — customer lifetime value (in the partner report).
ROAS — return = revenue ÷ cost.
Scoreboard — the Creative × Audience table with Leads/Wins/Conversion/Revenue/Cost/CPL/ROAS.
Funnel — the Clicks → Leads → % conversation → Wins sequence on the admin panel.
Claim — the operator “taking” the next lead from the queue.
Entrar como (sign in as) — a partner/platform taking over the context of a company to operate on its behalf (with a context banner and audited access).
Modo casa (house mode) — the lead comes in ownerless and is taken by claim in “Próximo Lead”. It’s about ownership, not routing: the /r/ link goes to the operator’s WhatsApp on that link.
CTWA (Click to WhatsApp) — a Meta ad that leads straight to the conversation, with no destination URL. Attributed as Meta paid, but with no cost or creative detail (it doesn’t go through /r/); only on the Official/Cloud connection. See §11 item 13.
CAPI — Conversions API: returns the events (Lead/Purchase) to Meta sending only the fbc, with no personal data.