The T-Shaped Meta Marketer
Weekly insights on the Meta Ecosystem, CTWA tactics, and reporting frameworks — from real campaigns, not theory.
What arrives each week
- One CTWA tactic — a specific, tested approach to Click-to-WhatsApp campaigns you can apply to your next brief.
- One reporting framework — how to measure something that most marketers track wrong, with the actual numbers that matter.
- One case insight — what happened on a real account, what we tried, and what the result was. Named results or anonymised — always real.
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Example issue
Why your CTWA cost-per-conversation is lying to you
Meta reports cost-per-result at the ad level — but if you're running CTWA, the "result" is an opened conversation, not a qualified lead. Here's how to build a secondary metric layer that tells you what each qualified WhatsApp conversation actually costs, and why that number is the one your client should care about.