Summary
If you're running Click-to-WhatsApp (CTWA) ads, it's important to understand which contacts engage with your ads and how those interactions translate into WhatsApp conversations. This guide explains how to identify CTWA conversations in the Team Inbox, view CTWA contact attributes, and monitor campaign performance using Ads analytics so you can optimise your campaigns and convert more leads.
Instructions
Identify CTWA conversations in the Team Inbox
You can identify conversations that started from your Click-to-WhatsApp ads directly in the Wati Team Inbox.
Note: Identifying CTWA conversations in the Team Inbox is available on all Wati plans.
Follow these steps to identify CTWA conversations:
Open the Team Inbox in Wati.
In the list of chats, look for the CTWA notification next to a conversation.
The notification indicates that the contact started the conversation through a Click-to-WhatsApp ad.
Tip: You can segment CTWA conversations by applying the CTWA filter in the Team Inbox. This makes it easier to find and manage contacts who interacted with your ads.
Identifying CTWA conversations helps you quickly distinguish ad-generated conversations from other WhatsApp conversations.
View CTWA contact attributes
When a contact starts a conversation from a Click-to-WhatsApp ad, Wati automatically records CTWA-related attributes for that contact. These attributes help you identify exactly which ad started the conversation.
The following contact attributes are created automatically:
source_id— The unique ID of the Click-to-WhatsApp ad that started the conversation.source_url— The URL associated with the Click-to-WhatsApp ad.
If you run multiple CTWA campaigns, these attributes help you identify which ad generated each conversation.
Use these attributes to analyse campaign performance, segment contacts, and improve future marketing campaigns.
View CTWA Ads analytics
The Ads analytics dashboard provides insights into the performance of your Click-to-WhatsApp campaigns, helping you measure results and identify opportunities to improve conversions.
Note: The Ads analytics feature is available on the Business plan. It is also available as an add-on for Growth and Pro plans.
Follow these steps to view Ads analytics:
Log in to your Wati account.
Go to Ads → Click to WhatsApp Ads → Ads analytics.
From the dashboard, you can view the following insights.
Performance metrics
Track key metrics for the selected date range:
Ad spend — Total ad spend
CPC — Average cost per click
Qualified leads — Number of qualified leads
Qualified purchases — Number of qualified purchases
CQL — Average cost per qualified lead
CPP — Average cost per purchase
ROAS — Return on ad spend
Carts received — Number of carts received through WhatsApp (available if you use the Wati Catalog feature)
Channel comparison
Compare the performance of:
Facebook CTWA Ads
Google Click-to-Message (CTM) Ads
TikTok CTWA Ads
Funnel insights
Monitor:
Overall conversion rate — Percentage of leads that convert
Average time to convert — Average time taken for a lead to convert
Export data
Download analytics data for reporting, campaign tracking, and further analysis.
Regularly reviewing your Ads analytics helps you identify high-performing campaigns, optimise ad spend, and improve how you engage and convert leads from your CTWA ads.
Frequently Asked Questions (FAQs)
CTWA conversations
1. What does the CTWA notification mean?
The CTWA notification indicates that the contact started the conversation through a Click-to-WhatsApp ad.
2. Can I filter CTWA conversations in the Team Inbox?
Yes. You can apply the CTWA filter in the Team Inbox to segment CTWA conversations, making it easier to find and manage contacts who interacted with your ads.
3. Why should I identify CTWA conversations?
Identifying CTWA conversations helps you quickly distinguish conversations generated from Click-to-WhatsApp ads from other WhatsApp conversations.
4. Is identifying CTWA conversations available on all Wati plans?
Yes. Identifying CTWA conversations in the Team Inbox is available on all Wati plans.
CTWA contact attributes
5. What CTWA contact attributes does Wati create automatically?
When a contact starts a conversation from a Click-to-WhatsApp ad, Wati automatically creates the following contact attributes:
source_id — The unique ID of the Click-to-WhatsApp ad that started the conversation.
source_url — The URL associated with the Click-to-WhatsApp ad.
6. How do CTWA contact attributes help when running multiple campaigns?
If you run multiple Click-to-WhatsApp campaigns, the source_id and source_url contact attributes help you identify which ad generated each conversation. You can also use these attributes to analyse campaign performance, segment contacts, and improve future marketing campaigns.
CTWA Ads analytics
7. Which Wati plans include Ads analytics?
The Ads analytics feature is included with the Business plan. It is also available as an add-on for the Growth and Pro plans.
8. What insights are available in Ads analytics?
The Ads analytics dashboard provides the following insights:
Performance metrics: Ad spend, CPC (average cost per click), qualified leads, qualified purchases, CQL (average cost per qualified lead), CPP (average cost per purchase), ROAS (return on ad spend), and carts received through WhatsApp when using the Wati Catalog feature.
Channel comparison: Performance across Facebook CTWA Ads, Google Click-to-Message (CTM) Ads, and TikTok CTWA Ads.
Funnel insights: Overall conversion rate and average time to convert.
Export data: Download analytics data for reporting, campaign tracking, and further analysis.
9. Why should I review Ads analytics regularly?
Regularly reviewing Ads analytics helps you identify high-performing campaigns, optimise ad spend, and improve how you engage and convert leads from your Click-to-WhatsApp ads.