Conversions API for ads

Conversions API sends Meta a signal when someone who came from your click-to-WhatsApp ad does what you wanted: fills in your form, or pays you with WhatsApp payments. Meta uses those signals to show your ad to more people like the ones who converted.

You add it as an element in the chatbot flow your ad leads to.


Works with	Click-to-WhatsApp ads created in Ads Manager only
Where you add it	A chatbot flow, in Flows
Conversion events	A lead acquired, or a purchase completed
Needs	A click-to-WhatsApp ad, and the chatbot flow its chats go to

For now, chatbot flows are the only place you can add it.

How it works

sequenceDiagram
    participant Ad as Click-to-WhatsApp ad
    participant Flow as Chatbot flow
    participant Meta
    Ad->>Flow: Customer taps and starts a chat
    Flow->>Flow: Customer fills the form or pays
    Flow->>Meta: Conversions API sends the event
    Meta->>Ad: Shows the ad to more people like them

Pick your conversion event

A conversion is whatever counts as success for the ad. There are two:

Event	Use it when the ad is for
Lead acquired	Collecting details, such as a form filled in or a callback requested
Purchase completed	Selling, with payment made through WhatsApp payments

One flow can send both. For example, a purchase at the end of one path, and a callback request on another.

Add it to your flow

In Flows, edit the chatbot flow your click-to-WhatsApp ad uses.

Decide which step is the conversion: the end of a form, or a payment.
From the elements bar, drag the conversions API element onto the canvas.

Connect it after the step that counts as the conversion, such as the last question of your form, or the WhatsApp Pay element.

From then on, every time a customer reaches that point, the event goes to Meta.

To connect an ad to a flow, see Answer the chats with a flow.

When to use it

Add it to every flow that a click-to-WhatsApp ad leads to, so Meta learns which people became leads or customers.

Place it at the real finish line. Put it after the step that means success, not after the first reply. If every chat counts as a conversion, Meta learns to find people who chat, not people who buy.

Send purchases when you can. A store that takes payment in the flow should send purchases. Those are the people you most want more of.

Send leads for considered buys. When customers usually decide later, after talking to your team, a completed form or a callback request is the best signal the flow has.