What the Marketing module does
An introduction to campaigns, audiences, consent, automation and attribution, and how they connect to sales.
What the module is for
Marketing shows you what your campaigns cost and what they earn. You plan campaigns, record what the ad platforms spent, build audiences from your own customer and lead data, keep a record of who agreed to be contacted, automate follow-up, and follow each lead through to the invoice. The result is a view from spend to gross profit.
Who uses it
- Marketing managers run campaigns, audiences, automation and settings.
- Sales and Omnichannel teams see the leads and consent that Marketing feeds them, and work the follow-up tasks it creates.
- Finance posts the invoices that become campaign revenue.
- Administrators set the attribution model, consent rules and which features are on.
Key ideas
- Campaign structure. A marketing campaign is at the top. Under it sit ad campaigns (the platform's own campaigns), ad sets, and creatives (the ads themselves).
- Delivery and spend. The daily spend, impressions, reach and clicks you enter or import. Leads, orders and revenue are never typed here; they come from CRM and Sales.
- Audience. A group of people built from a rule (customers, leads, high-value customers and more) or kept by hand. The audience shows how many may actually be reached, meaning how many consented.
- Consent. One record per person, channel and purpose, with the evidence and a history. An opt-out always wins. Marketing messages go only to people who opted in.
- Rules and journeys. A rule says IF something happens (a lead is created) AND conditions match, THEN do actions. A journey walks a lead through steps with waits and branches.
- Attribution. Each lead keeps its source and its touches. The attribution model (first touch, last touch or linear) decides which campaign gets the credit.
- ROAS and profit ROAS. Return on ad spend is revenue divided by spend. Profit ROAS is gross profit divided by spend.
How it connects to other modules
- Omnichannel: lead capture, conversations and the WhatsApp STOP keyword. Attribution comes from leads captured there. Marketing screens also open from the Omnichannel menu.
- CRM and Sales: leads, opportunities, quotations and orders. Rules create tasks, assign owners and tag leads.
- Finance: campaign revenue is read from posted invoices, and collected cash from payments allocated to them.
- Email: the Send email action uses the company's email account.
Where to go next
Read Set up Marketing for the first time, then Plan a campaign and its structure.