How Incorporadora Valor Real closed the loop between leads, CRM, and paid media
Eduardo Monteiro, media manager at Incorporadora Valor Real, explains how the operation began sending real commercial results back to Google Ads and Meta Ads.
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Articles, guides and news about data, metrics, marketing and sales, so your company can decide with more clarity.
Real estate marketing KPIs: the indicators that really matter
Real estate marketing KPIs: the four indicators that guide media decisions at developers and real estate agencies.
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Your AI agent sees the data. It still needs to understand what it means
Context for AI agents is what ensures reliable answers: campaign history, event taxonomy, and business definitions, not just access to the data.
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Laiki Changelog: more control over automations and clearer results
Bulk rerun of up to 500 executions, segments as tabs in Leads and Events, charts with automatic retry, and a domain filter in Google Analytics.
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Enhanced conversions for leads in Google Ads: how to set them up
Enhanced conversions for leads: learn what they are, when they make sense and follow the step-by-step setup for this feature in Google Ads.
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Meta event match quality: what it really measures
Understand what event match quality measures in Meta's Events Manager and see the step-by-step to improve the score.
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SLA between marketing and sales: the agreement that defines quantity, quality and response time
A marketing and sales SLA defines the minimum quantity and quality of leads, the maximum response time and the review cadence between the two areas.
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Laiki Changelog: dashboards on TV and analyses with clearer periods
TV mode for dashboards with updates every five minutes, segment tabs in the leads and events lists, and analysis periods standardized across sources.
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Why Meta Ads data does not match the CRM
Meta Ads data does not match the CRM because of deduplication, attribution and sync delay. See what to check first.
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How many leads you need to hit your goal: the calculation, backward
The reverse funnel calculation to find out how many leads you need to generate, starting from the revenue goal and ending at the media budget required.
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fbclid: what it is and why it matters for measuring Meta Ads
The fbclid identifies the click that came from a Meta ad. Understand why it gets lost in the form and how to save it to feed the Conversions API.
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Data Manager API in practice: how Laiki already sends conversions and audiences to Google
Laiki already uses the Data Manager API to send conversions and audiences to Google Ads. See how this Workflow, now in Beta, works in practice.
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2027 marketing budget: how to distribute spend by channel based on data
A 4-step roadmap to split the 2027 marketing budget among channels, using CAC through to the sale, conversion by stage and average sales cycle.
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How to optimize your campaign for sales, not just leads
CPL dropped but sales did not follow? Learn why the algorithm optimizes for people who fill out forms, not those who buy, and how to switch that signal using CRM stages.
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Data Manager API: the standard Google adopted so conversions arrive complete
Google's Data Manager API now follows the ECAPI standard. Learn why conversions reach Google incomplete and why this is back in the conversation.
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