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.
Note: This feature is available on the Wati Business plan and as an add-on for Growth and Pro plans.
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.
Click Connect to Facebook.
Select the Facebook Page and ad 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.
Prefer a visual walkthrough? Watch our step-by-step video guide on connecting your Facebook Ads account with Wati:
Step 2: Set up conversion tracking
After connecting your Facebook Ads account, you can configure how Wati tracks conversions from CTWA ads.
Prefer a visual walkthrough? Watch our step-by-step video guide on setting up conversion tracking for purchases and leads:
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.
Tip: Avoid tracking every new conversation as a lead. Instead, track messages that confirm meaningful actions such as bookings or consultations.
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.
Conversion metrics
Conversations Started
Cost per Conversation Started
Qualified Leads Captured
Cost per Lead
Purchases
Cost per Purchase
Facebook Ads metrics
Wati also shows key ad metrics such as:
Ad Spend
Clicks
Impressions
Reach
Ad ID
Ad URL
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:
Click the Retarget button in Wati.
Choose the audience you want to target.
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.
Prefer a visual guide? Watch our video walkthrough to learn how to retarget leads received from Click-to-WhatsApp (CTWA) ads.
Tip for CTWA campaigns
If you respond to a CTWA conversation within 24 hours, the conversation remains free for 72 hours.
Use this window to follow up with leads and increase conversions without additional messaging costs.
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)
CTWA conversion tracking in Wati
1. What is conversion tracking for Click-to-WhatsApp (CTWA) ads in Wati?
Conversion tracking in Wati allows businesses to measure whether Click-to-WhatsApp ads generate results such as leads and purchases. It also helps track metrics such as cost per lead, cost per purchase, and ad spend.
2. Who can use CTWA conversion tracking in Wati?
CTWA conversion tracking is available on the Wati Business plan and as an add-on for Growth and Pro plans.
3. How do you connect a Facebook Ads account to Wati?
To connect a Facebook Ads account to Wati:
Log in to the Wati account.
Navigate to the Ads tab.
Click Connect to Facebook.
Select the Facebook Page and ad accounts to connect.
Accept the terms and conditions and click Save.
Tracking conversions from CTWA ads
4. What types of conversions can be tracked in Wati for CTWA ads?
Wati allows businesses to track two types of conversions from Click-to-WhatsApp ads:
Purchases
Qualified leads
5. How can purchases be tracked in Wati?
Purchases can be tracked by selecting a template message that is sent after a customer completes a purchase, such as an order confirmation or payment confirmation message. If the conversation started from a Click-to-WhatsApp ad, Wati records the purchase as a conversion.
6. How can qualified leads be tracked in Wati?
Qualified leads can be tracked by selecting a template message that confirms a lead action, such as booking a demo or scheduling an appointment. When this message is sent in a conversation that started from a Click-to-WhatsApp ad, Wati marks the contact as a qualified lead.
Conversion tracking and reporting
7. How does Wati send conversion data to Meta?
Wati sends conversion data to Meta using the Conversions API (CAPI), which sends data directly from Wati’s server to Meta’s servers.
8. What metrics can you view in Wati after setting up CTWA conversion tracking?
After setting up conversion tracking, Wati displays metrics such as:
Conversations Started
Cost per Conversation Started
Qualified Leads Captured
Cost per Lead
Purchases
Cost per Purchase
Ad Spend
Clicks
Impressions
Reach
9. Can you retarget leads and customers from CTWA ads in Wati?
Yes. Wati allows businesses to retarget leads and customers by clicking the Retarget button and selecting an audience such as qualified leads or customers who purchased.
10. What is the benefit of responding to a CTWA conversation within 24 hours?
If a business responds to a Click-to-WhatsApp conversation within 24 hours, the conversation remains free for 72 hours, allowing businesses to follow up with leads without additional messaging costs.