Summary
Want to improve your Click-to-WhatsApp (CTWA) ad performance on Meta? By setting up conversion tracking in Wati, you can send important signals - like lead qualifications or completed purchases - back to Meta. This helps Meta better understand your audience and optimize your ad delivery. In this guide, we'll walk you through the best practices and example templates for CTWA conversion tracking.
Instructions
Why conversion tracking matters
When someone interacts with your CTWA ads performs an action such as fills out a form, completes a chatbot flow, or makes a purchase - you want Meta to know. Sending this first-party data back to Meta helps improve how your ads are shown to others, making your campaigns more efficient over time and improve the marketing return on investment (ROI).
Key things to know about CTWA conversion tracking in Wati
Set up conversion tracking in just a few quick steps.
Share conversion events with Meta to enhance ad targeting and performance.
Export your first-party data, like names and phone numbers, for leads, qualified prospects, customers, and buyers from CTWA ads.
What do you need to track CTWA conversions in Wati
Tracking leads
Lead template message: Use a lead template message to decide when a contact should be marked as a lead during a conversation. You can configure this template message in Wati so that whenever it's sent, the contact is automatically qualified as a lead.
Tracking purchases
Purchase template message: Use a purchase template message to track when a customer completes a purchase in a conversation. Set it up in Wati so that every time this template message is sent, it records a successful purchase.
Adding Purchase Value (recommended)
To get more insights into your ad performance, you can also include the purchase value - the amount you earn from each purchase. This lets you calculate your Return on Ad Spend (ROAS).
ROAS formula: ROAS = purchase revenue / ad spend
Tracking purchase value helps you understand how effectively your ads are generating revenue.
Examples of conversion events you can track
Here are two common use cases for setting up conversion events in Wati:
Example 1: Lead qualification
User actions:
Fills out a form
Completes steps in a chatbot
Shows intent to buy
Template messages you can use as conversion signals:
Confirmation message
Member enrolment message
Lead qualification template
What to do in Wati: Set up a tracking event that triggers when these messages are sent. This will count as a qualified lead conversion signal for Meta.
Example 2: Purchases and payments
User actions:
Places an order
Completes a payment
Template messages you can use as conversion signals:
Order confirmed template
Payment confirmation template
What to do in Wati: Set up a tracking event that fires when these templates are sent to the customer. This tells Meta that a successful transaction occurred.
Best Practices for CTWA Conversion Tracking
When a customer makes a purchase, you typically send them a confirmation message. You should use this same confirmation template as a conversion signal.
We recommend sending at least 10 purchase signals to Meta to help improve ad targeting and overall performance.
Final thoughts
Tracking conversions through Wati helps Meta learn what successful customer actions look like for your business. By setting this up just once, you’ll continuously improve your ad targeting and performance with real data from your CTWA leads and buyers.
Frequently Asked Questions (FAQs)
General Questions
1. What is CTWA conversion tracking in Wati?
→ CTWA (Click-to-WhatsApp) conversion tracking in Wati allows you to send key customer actions - like lead qualifications or completed purchases - back to Meta. This helps improve ad targeting and performance by giving Meta better insight into which interactions lead to meaningful outcomes.
2. Why is conversion tracking important for CTWA ads?
→ Conversion tracking helps Meta understand what actions matter most for your business. By sharing data about leads and purchases, you enable Meta to optimize ad delivery, leading to better targeting and higher return on investment (ROI).
Setup and Requirements
3. How do I set up CTWA conversion tracking in Wati?
→ You can set up conversion tracking in a few quick steps by creating tracking events in Wati that trigger when specific template messages—like lead or purchase confirmations—are sent during a conversation.
4. What kind of data can I export for CTWA conversion tracking?
→ You can export first-party data such as names and phone numbers for your CTWA leads, qualified leads, customers, and buyers.
Tracking Leads and Purchases
5. How do I track leads in Wati?
→ To track leads, configure a lead template message in Wati. Whenever this message is sent during a conversation, the contact will be marked as a lead and the event can be sent to Meta.
6. How do I track purchases in Wati?
→ You can track purchases by setting up a purchase template message in Wati. Each time this message is sent, it records a completed purchase and sends that signal to Meta.
7. Can I track the value of each purchase?
→ Yes. You can include the purchase value (the revenue earned per transaction) to calculate your Return on Ad Spend (ROAS).ROAS = purchase revenue / ad spend
Examples and Best Practices
8. What are some examples of events I can track?
→ You can track lead qualification events like form submissions, chatbot completions, or intent signals using templates such as confirmation or enrolment messages. For purchases, you can track order confirmations and payment completions using related template messages.
9. How many conversion signals should I send to Meta?
→ We recommend sending at least 10 purchase signals to Meta to start seeing noticeable improvements in ad targeting and overall performance.
10. Can I use existing confirmation templates as conversion signals?
→ Yes. If you're already sending confirmation templates after a purchase, you can use the same templates to set up conversion signals in Wati.