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.