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. Create a Session or complete the Session for the business number that receives messages from your CTWA ads.
3. Select Save Changes.
4. Select Set up CTWA on the saved Session row. Select Manage CTWA if the Session was previously connected.
5. Enter the WABA ID for that number in WhatsApp Business Account ID in the CTWA modal.
6. Follow the Meta CTWA connection guide for a Meta App token.

For the manual method, select Meta App token, then use Verify and connect. For the available OAuth method, select Meta login, then use Log in with Meta.

The local configuration is ready when the Session shows its CTWA readiness status. This local status does not prove that Meta accepted an event.

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.

Check the result

• Open Conversion > Sync Logs.
• The Meta CTWA badge identifies the dedicated CTWA channel. The badge is not acceptance proof.
• An accepted status on a Meta CTWA row proves that Meta accepted the dedicated event.
• The CTWA fallback badge identifies the regular Meta CAPI fallback.
• Check reporting or attribution separately in Meta Ads Manager.

Konektor proves local configuration readiness and Meta acceptance of a dedicated event. Konektor does not prove Ads Manager reporting or attribution.

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: open WhatsApp > Sessions, then select Manage CTWA. Run Check connection, then create one new conversion.

A CTWA fallback row with accepted or failed status can be eligible for Resend as Meta CTWA. A Meta CTWA row with terminal failed status can also be eligible. A row with queued, sending, or retry status is not eligible. An accepted Meta CTWA row blocks a duplicate. A regular Meta CAPI row does not offer CTWA resend.

"WABA not linked"

The WhatsApp number that received the lead is not connected to Meta. Select Set up CTWA on the saved Session, then enter the WABA ID in the CTWA modal. Follow the Meta CTWA connection guide.

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

• Connect Meta CTWA with a Meta App token
• Set up Meta CAPI
• Optimize EMQ Score
• WhatsApp Partner Integrations