Meta’s Conversion API (CAPI) allows Interakt merchants to define and pass conversion events from Click-to-WhatsApp (CTWA) ads to Meta. This ensures that Meta optimizes CTWA ads based on actual conversions, improving Return on Ad Spend (ROAS) and overall ad efficiency.

With Interakt’s latest update, merchants can now:

– Define ‘Conversion Points’ for CTWA ads.

– Pass conversion data to Meta for better ad optimization.

– Improve tracking and reporting on ad performance.

Step 1: Understanding Conversion Points

A Conversion Point represents a significant customer action that signals a successful outcome from a CTWA ad. Interakt merchants can define up to two Conversion Points per ad.

Types of Conversions:

1. Purchase Conversions

– [Customer starts chat via CTWA] & Sends a WhatsApp Cart.

– [Customer starts chat via CTWA] & Places a WhatsApp Order.

– [Customer starts chat via CTWA] & Places an Order outside WhatsApp

2. Lead Qualified Conversions

– [Customer starts chat via CTWA] & Reaches a particular point in a chatbot.

– [Customer starts chat via CTWA] & Sends a specific FAQ, triggering a custom auto-reply.

– [Customer starts chat via CTWA] & Triggers any custom event.

Conversion Deadline

Merchants can define a deadline for each conversion event, ensuring that only actions occurring within a specified timeframe after the initial conversation are counted as conversions.

Step 2: Setting Up Conversion Data Passing to Meta

To enable Conversion Data passing for your CTWA ads:

Conversion Deadline

1. Go to Interakt Dashboard → Go to Ad Performance under Analytics dashboard and click on Configure Funnel

2. Go to Conversion Performance & click on Add Steps

3. Define Conversion Points → Choose up to 2 conversion events per ad.

4. Set a Conversion Deadline → Ensure that only those conversions that occurred within the specific deadline are considered (the deadline is calculated from the time when your customer started a conversation via the CTWA ad).

5. Enable Data Passing to Meta → Check the box to allow conversion events to be sent to Meta.

Now you are all set to track & pass conversions to Meta!

Step 3: Viewing CTWA Conversion Funnel in Ads Performance Page

Once conversion points are set up, they will appear in the CTWA Funnel within the Ads Performance page:

This helps merchants analyze the customer journey and optimize ads accordingly.

Step 4: Ensuring Meta Uses Conversion Data for Optimization

For Meta to utilize the conversion data:

1. While creating the ad campaign on Meta Ads Manager, the ‘Conversion Goals’ for the ad should have been selected as ‘Maximize the number of purchases through messaging’.

2. Within Conversion Goals, you will see the option of selecting ‘Maximize the number of purchases through messaging’, only if at least 10 ‘purchase’ conversion events have been passed in the previous 7 days. Hence you might not be able to use this option for your 1st ad campaign (where you are passing ‘Purchase’ conversions back to Meta). Once enough conversions have been passed for the 1st ad, you’ll be able to select the Conversion Goal in your 2nd Meta ad onwards.

3. To pass Conversion Events to Meta from Interakt, ads must be created from Meta Ads Manager.

Step 5: Verifying Conversion Data in Meta Events Manager

After enabling CAPI, merchants can verify the conversion data:

– Go to Meta Business Manager.

– Navigate to Events Manager.

– Go to Data Sources >> Within Data Sources, you will find a dropdown to select datasets. In this dropdown list, you will find a dataset named in the following format “<your_waba_name> Event Data” (Here WABA means your WhatsApp Business Account)

If data is not visible, ensure that:

– The correct Business Manager account is selected.

– Reach out to Interakt Support by emailing [email protected]

Best Practices for Merchants

– Use relevant Conversion Points that align with business objectives.

– Regularly review ad performance to optimize CTWA campaigns.

– Ensure conversion goals are correctly set in Meta Ads Manager.

– Monitor the Events Manager to confirm successful data transfer.

Passing CTWA conversion data to Meta via CAPI is a game-changer for merchants looking to improve ad targeting and increase ROAS. By setting up and optimizing conversion tracking, businesses can ensure that their CTWA ads deliver maximum value and efficiency.