What is Conversions API?

The Conversions API for Business Messaging allows you to send data about key customer interactions, such as leads and purchases, from WhatsApp conversations to Meta for better ad targeting and performance measurement.

The Conversions API creates a direct connection between your business data and Meta's advertising
systems, enabling:

Better Ad Targeting:

• Enhanced audience creation based on conversion data
• Improved lookalike audience generation
• More precise custom audience targeting

Performance Measurement:

• Accurate conversion attribution
• Better ROI measurement
• Enhanced campaign optimization

Privacy-Compliant Tracking:

• Server-side data collection
• Reduced dependence on browser tracking
• iOS 14.5+ compliance ready

Supported Events

Standard Events:

• Purchase - Product/service purchases
• Lead - Lead generation form submissions
• CompleteRegistration - Account creation/registration
• Subscribe - Newsletter/service subscriptions
• StartTrial - Free trial initiations
• AddToCart - Shopping cart additions
• InitiateCheckout - Checkout process start
• AddPaymentInfo - Payment method addition
• ViewContent - Product/content views

Custom Events:

• Any business-specific conversion events
• Custom event names for unique tracking needs

Event Data Requirements

Required Fields:

• event_name: Descriptive event identifier
• event_time: Unix timestamp of the event
• action_source: Must be "business_messaging"
• messaging_channel: Must be "whatsapp"
• user_data: Customer identification data

User Identification:

• mobile_number: Customer's WhatsApp number (with country code)
• ctwa_clid: Click-to-WhatsApp Click ID (for CTWA campaigns)
• At least one of these fields is required

Optional Custom Data:

• currency: Transaction currency (e.g., "USD", "EUR")
• value: Transaction amount in decimal format
• content_ids: Product/service identifiers
• content_type: Type of content ("product", "service", etc.)

Implementation Best Practices

Timing:

• Send events as close to real-time as possible
• Maximum delay: 7 days from event occurrence
• Consider network failures and implement retry logic

Data Quality:

• Ensure accurate event timestamps
• Validate phone number formats
• Use consistent product/content identifiers
• Include currency for monetary events

Campaign Optimization:

• Send high-value conversion events for better optimization
• Include detailed custom data for purchase events
• Track the complete customer journey

CTWA Click ID (ctwa_clid)

The Click-to-WhatsApp Click ID is crucial for attribution:

How to Capture:

• Automatically included in CTWA ad clicks
• Available in webhook data from Meta
• Store and associate with customer sessions

When Required:

• All events originating from CTWA campaigns
• Proper attribution to ad campaigns
• ROI measurement and optimization

Storage Recommendations:

• Store ctwa_clid in customer session data
• Associate with customer ID for future events
• Include in all subsequent conversion events