Marketing: strategy, identity, products, projects and actions
Plan your marketing in XBASE: strategy, audience, visual identity, products, projects with goals, actions, channels and the numbers for each campaign.
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The Marketing menu brings together in one place the planning (strategy, audience and visual identity), the execution (products, projects, actions and channels) and the tracking of each project's numbers, with data from Ads and from the CRM conversations, the daily chart and the alerts.
Each piece of data has a single screen: the personas, editorial lines, brand and content rules the Studio uses, and the target audience, key terms and goals that Ads uses, are now edited here. The Studio and Ads keep using this data.
To set up your first campaign, follow the step-by-step guide.
The Marketing screens
| Screen | What it has |
|---|---|
| Overview | the alerts (critical ones first), the active projects with their goals and progress bar, overdue actions and those due in the next 7 days, the upcoming scheduled posts, the month's ad spend and the New project and New action shortcuts |
| Strategy | the Positioning, Goals, Offers and seasonality and Editorial lines tabs |
| Audience | the Personas, Target audience, Key terms and Segments and audiences tabs |
| Visual identity | the Brand, Visual guide, Tone and rules and References tabs |
| Products | the catalog in grid or list, with search, filters, Add by link, Import feed and New product |
| Projects | campaigns and initiatives, grouped by status, with status and type filters; in the project, the daily chart |
| Actions | what the team needs to do, grouped by due date, with filters by project, status and owner |
| Channels and profiles | the profiles, WhatsApp numbers and ad accounts, with the health of each one |
Strategy
- Positioning: the positioning (up to 1,000 characters), the Core message (up to 300), the Differentiators and the Real proof, like certifications, warranties, a physical store and years in business (up to 20 of each, one per line). Click Save positioning.
- Goals: the business numbers, Average ticket (R$), Gross margin (%), Target CPL (R$) and Target ROAS (x). Ads uses the goals for the profitable CPA and projects use the average ticket for estimated revenue. Until 10/25/2026 the goals were in Ads → Configure.
- Offers and seasonality: the business offers (Code, Title, Mechanic, Status: Proposal, Approved, Live or Ended, and the validity dates), up to 30, and the dates that repeat every year and change demand, like Mother's Day and Black Friday (start and end day and month), up to 30. Click Save offers and seasonality.
- Editorial lines: the base the Studio AI follows when writing the script. On a saved line, Create piece opens the Studio with it already selected.
Audience
- Personas: the ideal customer the content speaks to. AI suggests them from conversations and from comments on profiles and videos; you review and save. See how to create personas.
- Target audience: age range, customers' states, who you advertise to (businesses or consumers), segments and cities. The Ads Account diagnosis and the Key terms suggestions use this data.
- Key terms: the builder and the library of ad openings, with the numbers for each opening. See Meta ads and where conversations come from.
- Segments and audiences: the remarketing strategies, the Meta account audiences and the CRM segments. See Remarketing audiences.
Key terms and Segments use the Meta account open in Ads (people coming from there arrive with the same account); with no account chosen, the workspace's default account applies.
Visual identity
- Brand: name, profile @, the 3 colors (accent, background and text), the logo (transparent PNG, JPEG or WebP up to 2 MB), the button text, the end card contact and the prefilled WhatsApp message. The Studio uses the brand in videos and slides. Click Save brand.
- Visual guide: the brand phrase (up to 120 characters), the palette with swatches (up to 16 colors in #RRGGBB format, each with a name and use: primary, secondary, accent, background or text), the fonts (up to 6, with use and family) and the logo versions by https link (up to 10). Click Save visual guide.
- Tone and rules: the tone of voice and the Do and Don't lists (up to 20 each), and the Studio's content rules: banned words and claims and the workspace rules, which go into the script and the automatic review.
- References: inspiration, competitors, approved creatives and brand materials, in a grid with thumbnails (PDFs show with an icon), filtered by type and project. Add them by link (https) or by uploading a PNG, JPEG, WebP or GIF image or a PDF up to 10 MB.
Products
The catalog that projects, the Studio and agents use. Each product has a name, page link (https, one link per product), photo, reference price and currency, category, tags and description.
| How to add | What happens |
|---|---|
| Add by link | paste the product page link: the name, photo and price are read from the page. If the link is already in the catalog, the product is updated |
| Import feed | the link to a JSON or CSV feed from the store (up to 5 MB and 2,000 items). Products with the same id or the same link are updated. At the end you see the new, updated and skipped ones and up to 20 rows with problems |
| New product | manual entry |
In the JSON feed, the list can come on its own or inside data, products or items, with the fields name or title, url or link (or slug with the Links base), image, price, currency, category and id. In the CSV, the header has name, url, image, price, currency, category and id. After the first import, Refresh from feed imports the same feed again (there is no automatic update).
Archive removes the product from the active list without deleting it; the Archived filter shows it and Reactivate brings it back. In the project, the Catalog products field links the products it sells. In the Studio, in Create → Product photos → From catalog, the product photo goes in as a reference for the generated images.
Channels and profiles
A single, read-only view of the connected Instagram profiles, Facebook Pages, TikTok, YouTube, WhatsApp numbers and ad accounts. Each card shows the health (Working, Needs attention or Error, with the reason), the agent that handles it, the projects that use the channel and the Manage button, which opens each channel's screen.
Needs attention covers, for example, Instagram without the messaging permission; Error covers an inactive connection or one with expired access.
Projects
A project is a campaign or initiative. In New project you fill in:
| Part | Fields |
|---|---|
| Project | name, type (Always on, Seasonal, Launch or Institutional), status, start and end (no end = always on), objective and owner |
| Goals (KPIs) | up to 10 goals: conversations, qualified, sales, estimated revenue, spend, CPL, ROAS or Other goal (with name and unit). The goal must be greater than zero |
| Budget | budget per day, total budget and the budget phases (each phase with a period and an amount per day) |
| Audience | personas, gender, age (13 to 65), regions and notes |
| Message and offer | the message, the offer, the editorial lines, the catalog products and loose product links (https:// only) |
| Channels, ads and CRM | the channels and profiles, the project's ad campaigns and CRM tags, and notes |
The status goes from Planned to Active, Paused, Done or Canceled. Archive removes the project from the list; its actions stay in Actions.
How the project's numbers are calculated
The numbers are calculated on the fly, from what the project links:
- Media: the sum of the linked ad campaigns, in the period: spend, impressions, clicks, conversions (as each platform counts them) and the conversations that came from those campaigns' ads.
- CRM: conversations with at least one of the project's CRM tags, created in the period. Qualified and sales count the conversations in the qualified and sale stages of the funnel set up in Ads → Configure → Funnel. Without these stages, the screen asks you to set up the funnel instead of showing zero.
- CPL = spend ÷ conversations; ROAS = revenue ÷ spend.
- Estimated revenue = sales × the average ticket from Goals. There is no real sale amount yet, so the screen says it is estimated.
- With campaigns in accounts with different currencies, spend is left out of CPL and ROAS.
The default period runs from the project start (or the last 30 days) to today. Each goal shows the actual next to the target, with the progress bar; for CPL, where lower is better, the bar fills up when the CPL is below the target. With no campaigns and no tags linked, the screen tells you to link one of the two.
Daily chart and alerts
In the project, the chart shows per day the spend of the linked campaigns and the CRM conversations with the project's tags, in the numbers' period (up to the last 180 days). In See the numbers per day there are also the clicks and the ad conversations.
In Overview, the alerts show at the top, critical ones first, each with a link to the project, the action or the channels:
| Alert | When it shows up |
|---|---|
| Goal behind | active project with a quantity goal below 70% of what is expected for the time already elapsed (or for the last 30 days, for a project with no end) |
| CPL above target | project CPL above 130% of the target CPL in Goals (or of the project's CPL goal) |
| No spend | active project with linked campaigns and no spend in the last 3 days |
| No conversations | active project with spend and no CRM conversations in the last 7 days |
| Overdue action | action past its due date (up to 10) |
| Channel error | channel with Error health |
Actions
An action is a task in the plan: Content, Ad, Message, Email, Event, Task or Decision. Each one has a title, description, project (or none), start, due date, owner, channel and a link (https:// only).
The list groups actions into Overdue (past due and still To do, Doing or Waiting), This week, Upcoming, No date and Done and canceled. The circle on the left marks the action as done with one tap; tapping again moves it back to To do.
When the action is linked to a Studio production, a scheduled post or a campaign, the shortcut opens the right screen.
What moved
| Before | Now |
|---|---|
| Production → Studio → Personas | Marketing → Audience → Personas |
| Production → Studio → Editorial lines | Marketing → Strategy → Editorial lines |
| Ads → Creatives → Key terms | Marketing → Audience → Key terms |
| Ads → Creatives → Audiences | Marketing → Audience → Segments and audiences |
| Ads → Configure → Target audience | Marketing → Audience → Target audience |
| Ads → Configure → Business goals | Marketing → Strategy → Goals |
| Production → Studio → Tools → Brand | Marketing → Visual identity → Brand |
| Production → Studio → Tools → Content rules | Marketing → Visual identity → Tone and rules |
The old links open the new screen. The Ads Configure drawer still has Funnel, Attribution, Pixel and remarketing, Page speed, Benchmark ranges and the Dcision decision, and has shortcuts to the goals and the target audience.
Rules and limits
- To open Marketing you need a role with Manage integrations, the same permission as Ads and the Studio. Without it, the item disappears from the menu.
- Projects and actions belong to the workspace: a project from another workspace does not open.
- AI agents connected through MCP can read and record the strategy, the audience, the visual identity, the products, the references (by link), the projects and the actions, and read the channels. Publishing and spending still happen through each channel's tools.
- Channels and profiles only shows: connecting, changing the agent and configuring still happen on each channel's screen (Manage).
- Marketing plans and tracks: it does not publish or change campaigns on its own.