Likes don't pay the bills
Ad platforms show dozens of numbers. Many of them measure attention, not business. The secret is to follow the chain that runs from the ad to the money in the register.
The chain that matters
- Cost per click (CPC): how much it costs to bring one person to your WhatsApp or website.
- Conversion rate: how many of those people become contacts.
- Cost per contact (CPL): how much each real contact costs.
- Close rate: how many contacts turn into sales on your sales team.
- Cost per customer (CAC): how much you spend to win one customer.
- Return (ROAS or ROI): how much comes back for every real (R$) you invest.
Read it together with sales
One ad can bring in cheap contacts who never buy, and another can bring in expensive contacts who close deals. The only way to know is to match the ad numbers with what happens in customer service. That's why we look at marketing and sales together.