Meta's Conversion Events for WhatsApp Ads

Overview

Meta’s conversion events provides access to users for measuring the efficiency of Click-to-WhatsApp ad campaigns. This is in line with the leading industry standards.

The Meta conversion events are configured on a node, which is then triggered when the node is reached via the Click-to-WhatsApp ad.

Clicking on a WhatsApp ad that terminates on a configured Chat Flow node will send a signal to Meta indicating the ad details and the outcome e.g. a purchase, a lead submitted, or an order created. These metrics are displayed in the Meta portal and can be used for performance planning and analysis.

How to set up Meta's conversion events

1. On any node there is a WhatsApp setting button next to the node tracking button, click it, and populate the following information:

• Select the relevant account from the drop down.

• Enter the Dataset ID. This will need technical assistance from Clickatell, please reach out to Support team for this.

• Enter the conversion event type (refer to the list below).

• OPTIONAL: Add Custom data only

The WhatsApp setting button.

Populating the information for the conversion event.

Here is the list of conversion events to indicate the desired outcome of the click to WhatsApp ad:

• AddToCart

• CartAbandoned

• InitiateCheckout

• LeadSubmitted

• OrderCanceled

• OrderCreated

• OrderDelivered

• OrderReturned

• OrderShipped

• Purchase

• QualifiedLead

• RatingProvided

• ReviewProvided

• ViewContent

Remember to save the node and the flow, and deploy this to production for the changes to take effect.

After responding to a valid Click-to-WhatsApp ad which ends up on a Chat Flow node, this will trigger an event which can be viewed in the Facebook Events Manager.

🗒️Only real Click-to-WhatsApp ads should be used to test. It's not possible to use the ad preview feature as this does not result in a valid clickable ad.