An ad chat is not a lead

The conversation count in Meta Ads includes people who opened WhatsApp from the ad, including people who never pressed send. A Konektor lead is created after the customer's message actually arrives on the connected number.

Example with sample numbers: the ad reports 40 conversations for 1–7 October, and Leads shows 27. Thirteen people opened the chat and left before the message was sent. They are not leads.

How to compare the numbers

1. In Meta Ads Manager, note the same date range as the filter on Leads.
2. Open Leads. Source ads means the chat carried ad data. Source WhatsApp is still a lead, but not from an ad click.
3. Open Inbox. A lead has an incoming message from the customer. A chat that only opened on the customer's phone, with no message sent, is not here.
4. Outgoing messages from your team do not create a lead.

On Official WhatsApp Business, every chat from a new number becomes a lead. On Kapso (coexistence), a lead is created only when the message carries a visitor code or ad data. Choosing a path is covered in Click-to-WhatsApp Ads from Zero.

If the lead exists but the campaign is empty, read Lead source only says WhatsApp.

To check whether your WhatsApp path passes on the ad data, read CTWA ads tracking software.

Chats from TikTok ads

Konektor marks chats from TikTok ads that open WhatsApp as TikTok ad. You see the mark in Inbox and in the lead detail. The lead detail also shows the TikTok ID.

The customer must send the prefilled message without deleting the "TikTok ID" line. Konektor uses that line to recognize a TikTok ad.

If the customer deletes the line, the chat shows as a normal WhatsApp chat. Konektor does not send the result of these chats back to TikTok.

For the TikTok ad route that sends events to TikTok, read TikTok ads tracking software.