Click-to-WhatsApp (CTWA) conversion tracking

Click-to-WhatsApp (CTWA) ads send people from Facebook or Instagram straight into a WhatsApp conversation with your business. Konektor links conversions from those conversations back to the ad through the Meta Conversions API, so Meta can optimize your campaigns.

How it works

When a customer taps a CTWA ad and sends their first message, Meta injects a ctwa_clid (Click-to-WhatsApp Click ID) into that message's webhook. Konektor stores the ctwa_clid on the lead. When the lead later progresses (for example to qualified or won), Konektor sends a conversion event to Meta.

For Meta to attribute that conversion to the CTWA ad, the event must be sent as business messaging, not as a regular website event. Konektor sends the three required fields:

• action_source: "business_messaging"
• messaging_channel: "whatsapp"
• user_data.ctwa_clid (raw value, not hashed)

plus the business identifier (whatsapp_business_account_id), delivered to your account's dedicated CTWA dataset.

Supported partners

ctwa_clid detection depends on which WhatsApp partner you use.

Prerequisites

1. You run Click-to-WhatsApp ads on Meta.
2. Your business WhatsApp number receives messages through one of the supported partners above.
3. You have access to Meta Business Manager to grant permissions.

How to connect

1. Open WhatsApp > Sessions in Konektor.
2. Find the Session for the business number that receives messages from your CTWA ads.
3. Select the pencil icon to edit the Session.
4. Enter the WABA ID for that number in WhatsApp Business Account ID.
5. Select Connect Meta.
6. Sign in to Meta with an account that can access the WABA, then approve the requested permissions.

Meta selects or creates the CTWA dataset for that WABA. Konektor saves the Dataset ID and token automatically. When setup succeeds, the Session status changes to CTWA configured.

Once active, conversions from CTWA leads are automatically sent as business messaging events to your CTWA dataset.

If the dedicated CTWA connection is not ready, Konektor continues sending new conversions as regular chat events through your default Meta dataset. This keeps conversion delivery running, but Meta does not receive CTWA-specific business messaging attribution until you complete the WABA connection.

Verifying

• In Konektor Conversion Logs, a conversion with a ready CTWA connection shows "Sent (business_messaging)". A temporary fallback shows a regular chat delivery instead.
• In Meta Events Manager, open your CTWA dataset (named after your Page) and check for incoming business_messaging events.

Troubleshooting

CTWA conversion is sent as chat

The lead has a ctwa_clid, but its dedicated CTWA dataset or authorization is not ready. Konektor sends the conversion as a regular chat event so delivery can continue. Meta will not treat that event as an attributed business messaging conversion.

Fix: select Connect on the Session and complete the WABA connection. New conversions use business messaging after the connection succeeds. Older skipped entries remain in the log and can be retried after the connection is ready.

"WABA not linked"

The WhatsApp number that received the lead is not connected to Meta. Open WhatsApp > Sessions, edit the matching Session, then select Connect Meta.

Pancake leads aren't attributed

The Pancake adapter doesn't yet extract ctwa_clid. If you run CTWA ads, use a supported partner, or contact our team.

Messages don't become leads at all

That's a partner connection issue, not CTWA. See the relevant partner guide (e.g. Qiscus, Kirimdev).

Next steps

• Set up Meta CAPI
• Optimize EMQ Score
• WhatsApp Partner Integrations