How to track CTWA ad conversions in Wati

Summary

If you are running Click-to-WhatsApp (CTWA) ads, tracking conversions helps you understand whether your ads are actually generating leads and purchases. Wati allows you to connect your Facebook Ads account, track conversions, and measure important metrics such as cost per lead, cost per purchase, and ad spend.

Once tracking is set up, you can also retarget leads and customers directly on WhatsApp with a single click.

This guide explains how to connect your Facebook Ads account, track purchases and leads from CTWA ads, and monitor your ad performance in Wati.

Instructions

Step 1: Connect your Facebook Ads account

Before tracking conversions, you need to connect your Facebook Ads account to Wati.

• Log in to your Wati account.

• Navigate to the Ads tab.

• Go to Click to WhatsApp Ads > Connect Accounts and click Connect next to Facebook ads.

• Sign into your Facebook account.

• Select your Business Portfolio, your Facebook Page and the ads accounts you want to connect.

• Accept the terms and conditions, then click Save.

Once the connection is successful, you will see a confirmation screen. You can then proceed to set up conversion tracking.

Step 2: Set up conversion tracking

After connecting your Facebook Ads account, you can configure how Wati tracks conversions from CTWA ads.

You can track two main types of conversions:

• Purchases

• Qualified leads

1. Track purchases in Wati

You can track purchases by using a template message that is typically sent after a customer completes a purchase.

For example, you might send messages like:

• “Thanks for your payment!”

• “Your order is confirmed.”

• “We’ve received your order. Delivery details coming soon.”

These messages act as signals that a purchase has been completed.

How to set it up purchase tracking

• Go to Track Purchases in your Wati dashboard.

• Select the template message that is sent after a customer completes a purchase.

• Save your configuration.

Wati will automatically check whether the conversation started from a CTWA ad. If it did, the purchase will be counted as a conversion.

Optional: Track purchase value

You can also track the value of each purchase to measure your Return on Ad Spend (ROAS).

Example

• You spend ₹1,000 on a CTWA ad.

• 5 customers click the ad and make purchases worth ₹5,000.

ROAS = ₹5,000 ÷ ₹1,000 = 5x

Tracking purchase value helps you understand which campaigns generate the most revenue.

2. Track qualified leads

Not every conversation should be counted as a lead. Instead, you should track actions that show real intent, such as booking a demo or scheduling an appointment.

You can do this by using template messages sent later in the conversation.

Example

• Your chatbot asks: “Would you like to book a call?”

• The customer agrees.

• You send a confirmation message such as:

“Your appointment is booked for tomorrow at 15:00.”

This confirmation message can be used as a lead conversion signal.

How to set it up lead tracking

• Go to Track Leads in your Wati dashboard.

• Select the template message that confirms a lead action.

• Save the configuration.

If the conversation started from a CTWA ad, Wati will mark the contact as a qualified lead.

How conversion tracking works

Wati sends conversion data to Meta (Facebook) using the Conversions API (CAPI).

What is the Conversions API (CAPI)?

The Conversions API (CAPI) is a Meta tool that sends conversion data directly from your server to Meta’s servers.

Unlike the Facebook Pixel, which relies on browser tracking, CAPI works through a server-to-server connection.

Benefits of CAPI

• More accurate tracking even when cookies or browser tracking are blocked

• Better attribution between ads and conversions

• Improved campaign optimization

This helps Meta improve ad performance and maximize your Return on Ad Spend (ROAS).

Step 3: View ad performance metrics

Once your CTWA ads begin generating activity, Wati displays several performance metrics.

New unified ads analytics

Get a complete view of your advertising performance across all supported channels from a single dashboard.

Overall performance metrics

Track key advertising metrics for the selected date range:

• Ad spend – Total amount spent on ads

• Cost per click (CPC) – Average cost for each ad click

• Qualified leads – Total number of qualified leads generated

• Qualified purchases – Total number of purchases attributed to your campaigns

• Cost per qualified lead (CQL) – Average cost to acquire a qualified lead

• Cost per purchase (CPP) – Average cost to acquire a purchase

• Return on ad spend (ROAS) – Revenue generated for every dollar spent on advertising

Channel performance comparison

Compare campaign performance across different advertising channels:

• Click to WhatsApp Ads (CTWA)

• Google Click to WhatsApp Ads (Google CTWA)

• TikTok Click to WhatsApp Ads (TT CTWA)

Funnel conversion insights

Understand how effectively leads move through your conversion funnel:

• Overall conversion rate – Percentage of leads that successfully convert

• Average time to convert – Average time taken for a lead to complete a conversion

These insights help you evaluate which campaigns are performing well.

Step 4: Retarget leads with WhatsApp remarketing

You can also retarget leads and customers directly from Wati.

Follow these steps:

• Go to Ads analytics and select CTWA for Facebook or Google Ads or TikTok depending on the platform you've connected.

• You should see your CTWA analytics on this page. Scroll down and find All ads section. Select the ad you wish to retarget.

• Click the Retarget button under Actions.

• Choose the audience you want to target. You can choose to retarget those who purchased, qualified leads and those who started a conversation.

Available options include:

• Qualified Leads - Send offers such as free trials or discounts.

• Customers who purchased - Send follow-up offers or promotions.

This allows you to re-engage interested customers quickly through WhatsApp.

By setting up conversion tracking in Wati, you can clearly measure how your Click-to-WhatsApp ads contribute to leads, purchases, and revenue, while also improving your campaign performance with better insights and remarketing opportunities.

Frequently Asked Questions (FAQs)

Facebook Ads connection and conversion tracking

1. Which Wati plans support CTWA conversion tracking?

CTWA conversion tracking is available on Wati’s Pro and Business plans.

2. What types of conversions can I track for CTWA ads?

You can track two types of conversions:

• Purchases: Track when a customer makes a purchase after starting a conversation through a CTWA ad.

• Qualified leads: Track when a customer completes a meaningful action, such as booking a demo or appointment.

3. How does Wati send CTWA conversion data to Meta?

Wati uses Meta’s Conversions API (CAPI) to send conversion data directly from its server to Meta. Unlike Facebook Pixel, which relies on browser tracking, CAPI supports more accurate conversion tracking when cookies or browser tracking are blocked. It also helps Meta attribute conversions and optimize ad campaigns.

4. Can I track purchase value and calculate return on ad spend (ROAS)?

Yes. Wati supports purchase value tracking. ROAS is calculated by dividing purchase revenue by ad spend. For example, if you spend ₹1,000 on ads and generate ₹5,000 in purchase revenue, your ROAS is 5x.

Ad performance and WhatsApp remarketing

5. Which advertising performance metrics can I track in Wati?

Wati’s Ads analytics provides metrics such as ad spend, cost per click (CPC), qualified leads, qualified purchases, cost per qualified lead (CQL), cost per purchase (CPP), and ROAS. You can also compare CTWA performance across Facebook, Google, and TikTok, and view funnel metrics such as overall conversion rate and average time to convert.

6. Can I retarget leads and customers from CTWA ads using WhatsApp?

Yes. Wati lets you retarget audiences from CTWA ads, including qualified leads, purchasers, and people who started a conversation. You can use these audiences for follow-up offers, promotions, discounts, or free-trial campaigns.

7. How long is the free messaging window for CTWA conversations?

If you respond to a customer's first message within 24 hours, you get a free messaging window of up to 7 days from the time the customer first messages you. Messages and template messages sent within this window are free.