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.
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:
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)
Conversion tracking
1. What does conversion tracking help measure for Click-to-WhatsApp (CTWA) ads?
Conversion tracking helps measure whether Click-to-WhatsApp (CTWA) ads are generating leads and purchases. It also allows you to monitor metrics such as cost per lead, cost per purchase, ad spend, and Return on Ad Spend (ROAS).
2. What types of conversions can I track in Wati?
Wati supports tracking two types of conversions from Click-to-WhatsApp (CTWA) ads:
Purchases
Qualified leads
3. How does purchase tracking work in Wati?
Purchase tracking uses template messages sent after a customer completes a purchase. When the selected template message is sent, Wati checks whether the conversation started from a Click-to-WhatsApp (CTWA) ad. If it did, the purchase is counted as a conversion.
4. How does qualified lead tracking work in Wati?
Qualified lead tracking uses template messages that confirm a meaningful action, such as booking a demo or scheduling an appointment. When the selected template message is sent, Wati checks whether the conversation started from a Click-to-WhatsApp (CTWA) ad. If it did, the contact is marked as a qualified lead.
Conversions API (CAPI)
5. What is the Meta Conversions API (CAPI)?
The Meta Conversions API (CAPI) is a tool that sends conversion data directly from your server to Meta's servers through a server-to-server connection.
6. What are the benefits of using the Conversions API (CAPI)?
The Conversions API (CAPI) provides more accurate tracking even when cookies or browser tracking are blocked, improves attribution between ads and conversions, and helps optimize advertising campaigns.
Ad performance analytics
7. What advertising metrics can I track in Wati?
Wati provides advertising metrics including ad spend, cost per click (CPC), qualified leads, qualified purchases, cost per qualified lead (CQL), cost per purchase (CPP), and Return on Ad Spend (ROAS).
8. Which advertising channels can I compare in the channel performance report?
The channel performance report allows you to compare Click to WhatsApp Ads (CTWA), Google Click to WhatsApp Ads (Google CTWA), and TikTok Click to WhatsApp Ads (TT CTWA).
WhatsApp remarketing
9. Can I retarget leads and customers directly from Wati?
Yes. Wati allows you to retarget leads and customers through WhatsApp remarketing. You can target qualified leads and customers who have made a purchase to re-engage them with offers, promotions, or follow-up campaigns.
Availability
10. Which Wati plans include the CTWA conversion tracking feature?
The CTWA conversion tracking feature is available on the Wati Business plan and as an add-on for Growth and Pro plans.