Marketing · Reference

Actions and results

What each Marketing button and automatic behaviour does, with worked numbers and what the system refuses.

On this page (25)

Marketing Dashboard Campaigns Campaign record Ad Campaigns Lead Campaigns Ad Sets Creatives Delivery & Spend Ad Accounts Audiences Audience record Consent Rules Journey builder Triggers Scheduled Actions Campaign ROI Attribution Conversion Tracking Marketing Settings Features Fields Omnichannel menu AI assistant Uninstall

Marketing Dashboard

Action	When	What you do	What happens
Tiles follow the period	Two campaigns with delivery and attributed leads in the last 90 days	Open Dashboard; switch Last 30 -> Last 90 days	Spend, Leads, Orders, Revenue, Gross Profit change to the new period; CPL = Spend / Leads; ROAS = Revenue / Spend (2 decimals)
Counts tiles	1 active campaign, 1 active journey, 2 active rules, 3 audiences	Open Dashboard	Active campaigns 1 (3 audiences); Active journeys 1 (2 rules); Opted in / opted out match Consent tabs
Funnel and sources	Leads from 2 sources (e.g. Instagram Lead Ads, Website Form)	Look at the 'Social-to-cash funnel' and 'Leads by source' cards	Funnel steps Impressions > Clicks > Leads > Qualified > Opportunities > Quotations > Orders > Invoices; sources sorted by leads
Top campaigns open the record	Campaigns with revenue	Click the first row of 'Top campaigns by revenue'	Campaign record opens (/marketing/campaigns/<id>); at most 5 rows, highest revenue first

Campaigns

Action	When	What you do	What happens
Create a campaign	marketing.campaign.edit	Campaigns > New; Name 'Ramadan Offers 2026', Objective Lead generation, Channels Instagram+WhatsApp, Start/End, Budget 15000, Status Draft; Save	Saved; Code CMP-000n; currency AED; utm_campaign 'ramadan_offers_2026'; Audit log 'marketing.campaigns.saved'
End before start refused		New campaign; Start 2026-10-10, End 2026-10-01; Save	Refused: 'The end cannot be before the start.' on End
Required fields		New campaign; leave Name and Status empty; Save	'Campaign is required.' / 'Status is required.'; nothing saved
Search and export	5 campaigns	Type part of a name in Search; Export	Rows filter as you type (all listed columns searched); CSV has the listed columns with the shown text
Codes do not repeat	Campaigns CMP-0001..CMP-0003	Create another campaign	Gets CMP-0004 (never an existing code)
Delete a campaign that has leads (API)	Campaign with an attributed lead	DELETE .../marketing/registers/campaigns/<id>	Refused: 'A campaign that has run or has leads is cancelled or completed, not deleted.'; also refused for status Active/Paused/Completed

Campaign record

Action	When	What you do	What happens
Header and tiles	Campaign with delivery and attributed leads	Open the campaign	Header shows objective, channels, dates and utm_campaign; Spend 'of budget'; CTR = clicks/impressions %; CPC = spend/clicks; Collected from payments allocated to the invoices
Structure tab	Ad campaign > ad set > creative under the campaign, plus one creative with no ad set	Open Structure	Tree: campaign > ad campaign (platform chip, 'Lead form' chip if lead campaign, status, Daily budget) > ad set > creatives; the loose creative shown at level 1
Leads tab	2 attributed CRM leads, one became an order and invoice	Open Leads tab; click a row	Columns Date, Lead, Title, Source, Ad, Status, Quotes, Orders, Invoices, Revenue, Gross profit, Collected; row opens /crm/leads/<no> or /crm/pipeline/<no>
Delivery tab	Delivery rows on 3 days	Open Delivery	Daily spend bars (last 30 days) and an Entries table newest first
Revenue is read from posted invoices	Lead > quotation > order confirmed, invoice NOT posted	Open the campaign; then post the invoice and reopen	Before posting: Orders 1, Revenue 0. After posting: Revenue = invoice lines net (x fx rate), Gross profit = revenue - line cost
Journeys card	A journey with campaign set (API only - the builder has no campaign field)	Open Social-to-cash tab	'Journeys on this campaign' lists it; otherwise 'None.'

Ad Campaigns

Action	When	What you do	What happens
Create an ad campaign	A campaign and an ad account	Ad Campaigns > New; name, Marketing campaign, Ad account, Platform Instagram, Objective Lead generation, Lead campaign ticked, Daily budget 500, Status Active; Save	Saved; shown in Ad Campaigns and in Lead Campaigns; appears in the campaign's Structure tab
Delete with children	An ad campaign that has an ad set	Open the ad campaign; Delete	Expected: a friendly refusal. Record what happens

Lead Campaigns

Action	When	What you do	What happens
Only lead campaigns listed	One ad campaign with and one without Lead campaign	Open Lead Campaigns	Only the ticked one is listed; the count matches
New from Lead Campaigns		Lead Campaigns > New; leave Lead campaign unticked; Save	Saved but it does NOT show on Lead Campaigns (the filter needs the tick) - tester note

Ad Sets

Action	When	What you do	What happens
Create an ad set	An ad campaign and an audience	Ad Sets > New; name, Ad campaign, Audience, Budget 3000, Status Active; Save	Saved; shown under its ad campaign in the campaign's Structure tab

Creatives

Action	When	What you do	What happens
Create a creative	An ad set	Creatives > New; name, Campaign, Ad set, Format Reel, Headline, CTA, Status; Save	Saved; shown under the ad set in the Structure tab

Delivery & Spend

Action	When	What you do	What happens
Enter a day of delivery	A campaign	Delivery > New; Date today, Campaign, Level Campaign, Spend 450.75, Impressions 12000, Clicks 340; Save	Saved; campaign record Spend +450.75, CTR 2.8%, CPC 1.33
One entry per day per item	FN-021 done	New row for the same day, campaign and level	Refused: 'That day is already entered for this item - edit it instead.'
No double counting across levels	Campaign-level spend 450 and ad-set-level spend 200 on the same day	Open the campaign record and Campaign ROI	Spend = 450 (only the campaign level is used when it exists)
Import CSV	CSV with 3 good rows (campaign codes) and 1 unknown campaign	Import CSV; choose the file	Message '3 added, 0 updated - Row 4: no campaign ...'; rows appear with Source Import; re-import = '0 added, 3 updated'
Import by utm_campaign	Campaign utm_campaign 'ramadan26'	Import a row with campaign = ramadan26	Row lands on that campaign

Ad Accounts

Action	When	What you do	What happens
Create an ad account	marketing.campaign.edit AND marketing.configure	Ad Accounts > New; Platform Facebook, Name, Account id, Pixel id, token (sandbox), Status Manual entry; Save	Saved; reopened record shows the token box empty (sealed); list has no token column
Delete only deactivates	An ad account	Open it; Delete	Record stays in the list with Active unticked (not removed); audience sync and conversions no longer use it

Audiences

Action	When	What you do	What happens
Create a dynamic audience	Test customers with posted invoices	Audiences > New; name, Type Dynamic, Purpose Marketing, Rule {"base":"customers","channel":"whatsapp"}; Save	Saved and built at once: Members = active customers, Reachable = those opted in on WhatsApp for Marketing; Status ready
Each rule base	Data for each case	Create one audience per base: leads, inactive_customers (days 30), high_value (min_value 20000), by_product, by_industry, by_location (city Dubai), abandoned_quotations (days 14), repeat_customers (min_orders 2)	Members match the rule (spot-check 2 per audience against Sales/CRM); leads excludes 'do not contact' and archived leads
Reachable counts only consented	Audience of 3: A opted in, B opted out, C no record	Open the audience	'1 of 3 reachable (consented)'; chips: A 'Opted in', B 'Opted out', C 'No consent recorded'
Unknown allowed by setting	FN-033; Settings 'Treat unknown consent as allowed' ticked	Rebuild the audience	C now 'Unknown - allowed by company setting'; 2 of 3 reachable. Untick again afterwards

Audience record

Action	When	What you do	What happens
Rebuild	Dynamic audience; add a new customer in Sales	Rebuild	Members +1; Audit 'marketing.audience.built'
Add member to a static audience	Static audience	Add member: name, phone +971501112233; Add	Member listed (key = 971501112233); Members +1; adding the same phone again does not duplicate
Remove member	Static audience with 2 members	Click the bin on one	Removed; Members and Reachable recounted
Sync without an ad account	No active ad account for TikTok	Platform tiktok; Sync audience	Refused: 'Connect an ad account on that platform first (Campaigns > Ad Accounts).'
Sync prepared (manual account)	Facebook ad account, status Manual entry	Platform facebook; Sync audience	Line shows 'facebook: prepared <count> <time>'; count = members with consent for Profiling or Marketing on 'Any channel'; hashes only (SHA-256), nothing sent
Real sync to Meta	Meta sandbox ad account with Status Connected and a test token	Sync audience to facebook	Status uploaded with external id, or failed with error. Blocked if no Meta sandbox account

Action	When	What you do	What happens
Record an opt-in	marketing.consent.edit	Record consent: phone +971501234567, WhatsApp, Marketing, Opted in, Explicit, source, evidence; Save	Row listed: Status Opted in, Consent date now, Expires = now + 720 days (24 months x 30 days); History shows one 'opted_in' entry by you
Opt-out wins	FN-042 done	Record consent for the same phone, WhatsApp, Marketing, Opted out	Same row moves to Opted out (not a second row); Opt-out date set; History has 2 entries; consent check answers 'Opted out'
'Any channel' opt-out blocks every channel	Person opted in on WhatsApp	Record Opted out on 'Any channel' for Marketing; check WhatsApp and Email	Both refused 'Opted out' (opt-out on any channel wins over a WhatsApp opt-in)
Purpose is separate	Person opted out of Marketing on WhatsApp	Check Promotions on WhatsApp (API /consent/check?channel=whatsapp&purpose=promotions)	'No consent recorded' (purposes are separate records). Transactional / Support always 'Service message'
Expiry	Settings 'Consent expires after' = 1 month	Record an opt-in; move the test clock or set expires_at to yesterday in a test database; reopen Consent	After expiry: Status column 'expired', Expired tab counts it, consent check 'Consent expired'
Never expires	Settings expiry 0	Record an opt-in	Expires empty
Tabs, channel filter, search	Mix of records	Click each tab; choose Channel Email; search by part of a phone '5012'	Rows filter correctly; phone search matches digits. Note: tab counts are counted on the filtered list
STOP keyword (Omnichannel)	Omnichannel WhatsApp sandbox; contact opted in	Customer sends 'STOP' (or 'إلغاء', 'unsubscribe')	Opted out on WhatsApp for Marketing, Promotions and Newsletter, source 'whatsapp keyword', evidence = message; rules/journeys on 'Consent opted out' run. Blocked without a WhatsApp sandbox
START keyword	FN-049 done	Customer sends 'START'	Opted in on WhatsApp for Marketing (explicit) - other purposes stay opted out
History modal	A record with 3 changes	Click the History icon	When, Status, Source, Evidence, By - newest first; 'Current evidence' card

Rules

Action	When	What you do	What happens
Create a rule (draft)		New rule: name, When Lead created, condition Source contains Instagram, action Add tag 'ig'; Save	Saved with status draft; it does NOT run until activated
Activate and fire	FN-052; scheduler on	Activate; create a CRM lead with Source 'Instagram Lead Ads'; wait for the scan (up to 10 min) or Settings > Scan ERP events now	Lead gets tag 'ig'; rule Runs +1, Last run set; Scheduled Actions > What ran shows 'Add tag ... done'
Conditions not met	Active rule FN-053	Create a lead with Source 'Website'	No tag; Runs unchanged
any / all match	Rule with 2 conditions	Switch 'Conditions must' between all and any; trigger with one condition true	all: not run; any: run
Order and Stop	Rule A order 5 with Stop ticked, rule B order 10, same trigger	Fire the trigger	Only A runs; untick Stop -> A then B
Pause	Active rule	Pause; fire the trigger	Rule does not run; button shows Activate
Each Marketing action	A lead with an owner	One rule per action: Create CRM task, Assign lead owner (round robin), Set priority, Notify salesperson, Send email, Add to audience	Task due today + days on the owner; owner changed with CRM event 'Assigned by automation'; priority set; HR notification to owner; email sent only if Email consent; member added - each logged in Scheduled Actions
Omnichannel actions without Omnichannel	Omnichannel uninstalled	Rule with 'Send WhatsApp' fires	Logged 'skipped: Omnichannel is not installed'; Triggers card says Omnichannel actions run only while it is installed
Delete a rule	Rule with run history	Open; Delete	Rule gone; its log rows stay with Rule blank
Time triggers (daily)	Posted unpaid invoice due in 2 days; one overdue; a customer with last sale > inactive days	Active rules on Invoice due / Invoice overdue / Customer inactive; wait for the daily run	Each fires once per invoice (due: once per due date) and once per customer per last-sale date; Conversion Tracking does not list these (timed events)

Journey builder

Action	When	What you do	What happens
Build and save		New journey; name; trigger Lead created; Add step Action (Add tag); Wait 2 minutes; Condition 'Customer replied since the wait is set'; Yes: Stop; No: Action Notify salesperson; Save	'Saved'; Test / Activate / Archive buttons appear; status draft
Activate needs steps	A journey saved by API without nodes	Activate	Refused 'Add the steps before activating the journey.'
Test run	FN-061	Test; deal_id of a test lead; Run once	Run status 'waiting' after the tag step; trail trigger > action; Recent runs shows it with 'wakes' time
Wait wakes	FN-063; scheduler on (A2N_SCHEDULER not 0)	Wait 2-3 minutes; reopen the journey	Run moved past the wait: condition 'no' -> notify; status completed. Scheduled Actions 'Waiting to run' is empty for it
Reply ends the wait early	Omnichannel; wait 1 day with 'or until the customer replies'	Customer replies on WhatsApp	Run wakes within a minute; condition 'Customer replied' = yes path. Blocked without Omnichannel sandbox
A/B branch	Branch 70/30 with a tag on each side	Run 20 tests	Roughly 14 A / 6 B (random) - each run's note says A or B
Re-entry	Active journey, re-entry off	Fire the trigger twice for the same lead	Only one run; tick Allow re-entry -> second run starts
Loop guard	A step whose next step points back (API)	Run	Stops after 60 steps: status failed, trail 'too many steps (a loop?)'
Pause and archive	Journey with a waiting run	Pause -> wait past wake time -> Activate; then Archive	Paused: run does not move; after Activate it continues. Archive: waiting runs become 'stopped'

Triggers

Action	When	What you do	What happens
Usage counts	2 rules and 1 journey on Lead created (1 rule active)	Open Triggers	Lead created: Rules 2, Active rules 1, Journeys 1; Code column shows lead_created

Scheduled Actions

Action	When	What you do	What happens
Waiting and log	Runs waiting; actions run	Open Scheduled Actions	Waiting list ordered by Runs at; What ran shows rule/journey, event, action, status done/skipped/failed and detail

Campaign ROI

Action	When	What you do	What happens
Row maths	Campaign: spend 1,000; 10 leads (4 qualified, 2 opportunities); 1 order; invoice net 5,000 AED, line cost 3,000	Open Campaign ROI	CPL 100.00; Cost per Opportunity 500.00; Cost per Order 1000.00; Revenue 5000.00; Gross Profit 2000.00; ROAS 5.00; Profit ROAS 2.00
Totals and export	3 campaigns	Check the total tiles; Export	Totals = sums; ROAS total = total revenue / total spend; CSV has every column
Date filter	Delivery and leads in Sep and Oct	From 2026-10-01 To 2026-10-31	Only October spend and October leads counted
Attribution model changes credit	One lead touched by campaign A first, then campaign B	Settings model First touch -> ROI; Last touch -> ROI; Linear -> ROI	First: A gets 1 lead; Last: B gets 1; Linear: A 0.5 and B 0.5 (counts show 0.5, never 0.50). Revenue split the same way
Foreign-currency invoice	Attributed order invoiced in USD with fx rate 3.6725	Open ROI	Revenue in AED = USD net x 3.6725
Revenue only after posting	Order confirmed and invoiced but invoice draft	Open ROI; post the invoice; reopen	Revenue 0 before, invoice net after; Collected follows allocated payments

Attribution

Action	When	What you do	What happens
Lead from Omnichannel Leads	Omnichannel installed; campaign with utm_campaign 'ramadan26'	Omnichannel > Leads > Lead Inbox > Add lead (name, phone +971501234567, utm_campaign ramadan26); convert to a CRM lead; open Attribution	Row: Source, Platform, Campaign = the Ramadan campaign, UTM shown, Touches 1; CRM lead's Campaign field filled
Touches and last touch	Same lead touched again by another campaign (second conversation / form)	Open Attribution	Touches 2; first touch unchanged; campaign moves to the last touch
Lead without Omnichannel	Omnichannel not installed; create a CRM lead with Campaign text = a campaign name	Open Attribution / ROI	No attribution row is made (attribution comes only from Omnichannel captures) - note; ROI leads stay 0
Partner sales inside the window	Attributed lead converted outside CRM (no quotation link); customer buys 30 days later; window 180	Open ROI	That sale and its invoice count for the campaign; a sale 200 days later does not

Conversion Tracking

Action	When	What you do	What happens
Events recorded once	New CRM lead, quotation, confirmed order, posted invoice, receipt	Settings > Scan ERP events now (twice)	First scan message 'N events, M journeys moved'; one event per record per type; second scan adds 0
Tabs and counts	FN-083	Click each tab	Counts match; timed events (invoice due/overdue, customer inactive) are not listed
No conversion API	Platform switch off in settings	Record events	Status recorded, Sent to empty
No ad account	facebook ticked; no active Facebook ad account (or no pixel id)	Lead attributed to facebook; scan	Status skipped; Sent to 'facebook: no_account'
Queued for a manual account	Facebook ad account with pixel id, Status Manual entry	Scan	Status queued (not sent)
Real dispatch	Meta / TikTok / Snapchat / LinkedIn sandbox account, status Connected, test token and pixel	Post an attributed invoice; scan	Status sent (or failed with code); platform test-events tool shows the event with hashed email/phone. Blocked if no sandbox. Note: with A2N_MKT_TRANSPORT=capture 'sent' means captured only

Marketing Settings

Action	When	What you do	What happens
Save settings	marketing.configure	Change model, window 90, expiry 12, inactive 60, high value 20000, tick facebook; Save	'Saved'; reload shows the values; Audit 'marketing.settings.saved'
Validation		Window 4000; Save	'Between 0 and 3650.' on the window field; nothing saved
Scheduler	A2N_SCHEDULER not 0 on staging	Create a CRM lead; do nothing for 10-12 minutes; open Conversion Tracking	Lead Created event appears without pressing Scan (scan every 10 minutes, journey waits every minute, time triggers once a day; first run ~75 s after start)

Features

Action	When	What you do	What happens
Automation switched off	Company admin	Applications > Marketing > Features: Automation and journeys Off; open Marketing menu; try to save a rule by API	Automation group gone from the menu; save refused 409 'Automation and journeys is disabled for this company.'; existing rules still readable by API. Switch back On
Attribution switched off		Turn Attribution, conversions and ROI Off; open Analytics; press Scan ERP events now	Scan refused 409; ROI/Attribution screens still open. Switch back On

Fields

Action	When	What you do	What happens
Campaign field rules		Fields: End date Required, Description Hidden; open Campaigns > New	Description not shown; End marked required and Save without it refused; set back to Shown

Action	When	What you do	What happens
Same screens from Omnichannel	Both apps installed	Open Omnichannel > Campaigns > Audiences, Conversion Tracking; Automation > Rules; Analytics > Campaign ROI; Configuration > Consent	Each opens the Marketing screen with breadcrumb 'Omnichannel / ...'; data identical to Marketing
Marketing not installed	Uninstall Marketing (test company)	Open those Omnichannel entries	'Not installed' card: '<screen> belongs to the Marketing app, which this company has not installed.'; Marketing API answers refused. Reinstall afterwards

AI assistant

Action	When	What you do	What happens
Campaign ROI question	marketing.analytics.view; campaigns with data	Ask 'What is the ROI of CMP-0001?' then 'ROI of all campaigns'	Answer with spend, revenue, gross profit, ROAS, profit ROAS and the model, plus a table; unknown name -> 'No campaign matches "...".'
Consent question	marketing.consent.view; person opted out on WhatsApp	Ask 'May I send WhatsApp marketing to +971501234567?'	'No - Opted out (whatsapp).'; without phone/email -> 'Give a phone number or an email.'; the assistant never changes data

Uninstall

Action	When	What you do	What happens
Marketing uninstalled	Test company	Administration > Apps: uninstall Marketing; call any /marketing/ URL; reinstall	Refused while uninstalled; data back after reinstall

Updated 3 October 2026