Send WhatsApp lead quality back to Meta ads with the Conversions API
Tell Meta which click-to-WhatsApp leads qualified and which ones bought — straight from your WhatsApp inbox and automations — so delivery can learn from real customers, not just chats.
Updated October 2026
What the Conversions API for Business Messaging does
Meta's Conversions API for Business Messaging lets a business (or its messaging provider) send conversion events from its server for things that happen inside a chat. For WhatsApp, each event is marked with action_source "business_messaging" and messaging_channel "whatsapp", and carries your WhatsApp Business Account ID plus the ctwa_clid — the click ID Meta adds to the first message someone sends from a click-to-WhatsApp ad.
Mywa does this for you. When a chat starts from an ad, Mywa saves the click ID from Meta's webhook on that conversation. Once you connect Meta, every new ad lead can be reported as LeadSubmitted automatically, and a "Report conversion to Meta" step in any automation reports the later stages that actually matter — QualifiedLead when you confirm a good lead, Purchase (with the amount) when they pay.
Click-to-WhatsApp ads optimise for what you tell Meta
Without the Conversions API
- Meta sees that someone tapped the ad and started a chat — and nothing after that.
- Delivery is tuned for more conversations, including the ones that go nowhere.
- Your team sorts real enquiries from time-wasters by hand, and the ads never learn which was which.
With Mywa reporting conversions
- Meta receives QualifiedLead and Purchase events for the chats that turned into real leads and sales.
- Meta's docs say the Conversions API enables purchase optimisation for ads that click to WhatsApp.
- You can see conversions from WhatsApp chats in Events Manager, tied back to the ad click.
The events Meta accepts — and when Mywa sends each one
Business messaging has its own event names. Web-pixel names such as Lead, Contact or Schedule are not on Meta's list for WhatsApp chats; Mywa only offers names that are.
| Meta event name | Label in Mywa | When Mywa sends it |
|---|---|---|
| LeadSubmitted | Real enquiry | Automatically for every new lead from a click-to-WhatsApp ad (if "Report every ad lead right away" is on), or from an automation step. |
| QualifiedLead | Qualified lead | From the "Report conversion to Meta" automation step — the step's default. The ready-made preset fires it when an ad lead is tagged "qualified". |
| Purchase | Purchased | From the automation step, with an optional amount and currency so Meta can weigh value, not just count. |
| InitiateCheckout, AddToCart, CartAbandoned, ViewContent | Started checkout, Added to cart, Abandoned cart, Viewed something | From the automation step, wherever you place it in a flow. |
| OrderCreated, OrderShipped, OrderDelivered, OrderCanceled, OrderReturned | Order placed, shipped, delivered, cancelled, returned | From the automation step, wherever you place it in a flow. |
| RatingProvided, ReviewProvided | Left a rating, Left a review | From the automation step, for example after a feedback question. |
Every event is sent only for chats that started from a click-to-WhatsApp ad, because only those carry a click ID Meta can attribute. Other chats are skipped, not failed.
Source: Meta: Conversions API for Business Messaging (supported events, required fields) · Meta: Conversions API for Business Messaging onboarding guide · Meta: Conversions API parameters (ctwa_clid is not hashed) · WhatsApp Business: optimising ads that click to WhatsApp
The fiddly parts, done for you
The click ID is captured automatically
When someone messages you from a Facebook or Instagram click-to-WhatsApp ad, Mywa stores the ad referral — including ctwa_clid — on that conversation.
Your advantage: No tracking links or manual tagging: any later event for that chat can be tied back to the ad.
No dataset ID to hunt for
WhatsApp conversions are only accepted by the dataset linked to your WhatsApp Business Account. Mywa asks Meta for that dataset (creating the link if it doesn't exist) and remembers it.
Your advantage: You avoid the common mistake of pasting a pixel or dataset ID that has no WhatsApp account linked, which Meta rejects.
Report the stage you care about
Add "Report conversion to Meta" after a qualifying question, a button answer, a tag or a lead-quality change — or start from the "Teach Meta which leads are real" preset.
Your advantage: Meta hears about the leads you'd actually want more of, not every tap.
Connect Meta's Conversions API in six steps
- 1
Connect your WhatsApp number
Meta needs to know which WhatsApp account each chat happened on, so a connected number is required first. Mywa reads the account ID itself.
- 2
Generate an access token in Events Manager
In Meta Events Manager, open Settings → Conversions API → Generate access token, and copy it.
- 3
Connect "Meta ads" in Settings → Integrations
Paste the token. There is no dataset ID field — Mywa links the right dataset for you. The token is stored encrypted and never shown again.
- 4
Choose what to report by default
"Report every ad lead right away" sends LeadSubmitted for each new ad lead. Turn it off if you only want to report leads an automation confirms are worth having.
- 5
Test before going live
Paste Meta's Test Events code so events land only in Events Manager ▸ Test Events, then press "Send a test conversion". It checks the token and the dataset link, and reports your latest real ad lead; if no one has messaged from an ad yet, it says so. Clear the code when you go live.
- 6
Add the step to an automation
Use "Report conversion to Meta" (or the "Teach Meta which leads are real" preset), pick the event — usually Qualified lead or Purchased — and for a purchase add the amount and currency (INR).
Dataset, permissions and the optimisation setting
On Meta's side you need a WhatsApp Business Account on the WhatsApp Business Platform, click-to-WhatsApp ads that send people to that number, and an access token. Meta links one dataset to a WhatsApp Business Account; calling the dataset endpoint for that account returns the existing dataset if there is one. That is the dataset your events arrive in, so look for them there in Events Manager — it isn't necessarily the pixel attached to your ad account.
Choosing what Meta optimises for happens in Ads Manager, not in Mywa. WhatsApp's own guide describes purchase optimisation (Sales or Engagement objective with manual setup) and lead optimisation (Leads objective), both with the conversion location set to Messaging destinations → WhatsApp. Meta shows the option only once your account meets its eligibility criteria, which it doesn't list publicly.
- 1
Required per event (Meta docs). event_name, event_time, action_source "business_messaging", messaging_channel "whatsapp", and in user_data the whatsapp_business_account_id and ctwa_clid. Mywa fills all of these.
- 2
Phone and email must be SHA-256 hashed if sent; the click ID is not hashed. Mywa hashes phone and email before sending.
- 3
Permissions Meta lists for apps sending WhatsApp conversions: whatsapp_business_management and whatsapp_business_manage_events (advanced access), plus the Marketing API Access Tier.
- 4
If Meta refuses your Events Manager token for the WhatsApp account, Mywa retries with your WhatsApp number's own token and tells you which credential was refused.
What this does not do
Mywa sends the signal; Meta decides how to use it. Whether optimisation options appear, how conversions are attributed and what Ads Manager reports are all up to Meta, so no provider can promise a lower cost per lead.
- 1
Only chats that started from a click-to-WhatsApp ad are reported. Meta also accepts events without a click ID (using a Page ID and hashed customer details, attributed only to ad interactions in the past seven days); Mywa doesn't use that route.
- 2
WhatsApp only — Mywa doesn't send Conversions API events for Messenger or Instagram Direct ads.
- 3
Mywa doesn't decide who is qualified. You define it — with a tag, a button answer, lead quality (hot, warm, cold, junk) or an automation branch — and the step reports it.
- 4
Stages are reported from Mywa automations. A stage that exists only in another CRM has to reach Mywa before it can be sent.
- 5
If a workspace has more than one WhatsApp account connected, events go to the most recently connected account's dataset.
- 6
For purchases, fill in the currency box (for example INR); if it's left empty the amount is sent as USD.
Frequently asked questions
It is Meta's server-side way to report conversions that happen inside a chat — on WhatsApp, Messenger or Instagram Direct — back to your ads. For WhatsApp, each event uses action_source "business_messaging", messaging_channel "whatsapp", your WhatsApp Business Account ID and the ctwa_clid click ID from the ad. Mywa sends these events for WhatsApp chats.
Meta lists 14: LeadSubmitted, QualifiedLead, Purchase, InitiateCheckout, AddToCart, ViewContent, CartAbandoned, OrderCreated, OrderShipped, OrderDelivered, OrderCanceled, OrderReturned, RatingProvided and ReviewProvided. Web-pixel names like Lead or Schedule aren't on that list. Mywa supports all 14 in its "Report conversion to Meta" step.
No. WhatsApp conversions are only accepted by the dataset Meta links to your WhatsApp Business Account, so Mywa asks Meta for that dataset and links it automatically. You only paste an access token generated in Events Manager under Settings → Conversions API.
Mywa can do both. "Report every ad lead right away" sends LeadSubmitted for each new ad lead, which is Meta's standard baseline. The stronger signal is a later event such as QualifiedLead or Purchase, sent by an automation step once you've confirmed the lead is worth having. You can turn the every-lead setting off and report only qualified leads.
Paste Meta's Test Events code in the Meta ads connection in Mywa, then press "Send a test conversion". Events then appear in Events Manager ▸ Test Events for the dataset linked to your WhatsApp account, without affecting your ads. Clear the code when you go live, because test events don't count in production.
No. Mywa is $14.99 per month (₹999 in India) with every feature included, the Conversions API connection and automation step among them, and no markup on Meta's WhatsApp message charges.
Grow on WhatsApp,
without the chaos.
Bring your team into one inbox, launch your first campaign, and let the follow-ups run themselves.