Click-to-WhatsApp (CTWA) Ads — Track Ad-Driven Leads
Click-to-WhatsApp (CTWA) Ads — Track Ad-Driven Leads
If you run Facebook or Instagram ads with a "Message on WhatsApp" button, Botaura tracks where those conversations came from and shows you the results. See it at Dashboard → CTWA Ads.
Plan requirement: CTWA Ads analytics requires the Growth plan
(ctwa_analytics).
What CTWA Is
Click-to-WhatsApp (CTWA) ads are Facebook/Instagram ads whose call-to-action opens a WhatsApp chat with your business. When someone taps that button, Meta passes along a referral that tells Botaura which ad they came from — so a conversation isn't just a lead, it's an attributed lead.
What You'll See
- Total leads from ads — how many WhatsApp conversations started from a CTWA ad.
- Facebook vs Instagram breakdown — which platform is driving conversations.
- Per-ad performance — for each ad: lead count, conversion rate, and revenue, so you can tell which creatives actually sell.
- Recent leads — the latest ad-sourced conversations with their ad-source details.
The 72-Hour Free Window
CTWA conversations get an extended 72-hour free messaging window from Meta, instead of the usual 24 hours. That gives your bot (and your team) more time to engage, answer, and close the sale without paying for template messages. Everything else about the service window still applies once those 72 hours pass.
How Leads Flow Through Botaura
- A shopper taps "Message on WhatsApp" on your ad.
- The conversation opens; Botaura records the ad source (campaign/ad + platform).
- The bot engages just like any WhatsApp conversation — answering questions, showing products, and (on Business+) taking orders.
- Any resulting orders are attributed back to the ad, so revenue shows up in per-ad performance.
Getting Good Attribution
- Use the WhatsApp CTA — attribution only works for ads that open WhatsApp directly (the "Message on WhatsApp" objective/button).
- Connect your number first — the same number your ads point to must be connected in Botaura (see WhatsApp Setup).
- Give it a strong knowledge base and catalog — ad clicks convert better when the bot can immediately answer and sell.
Troubleshooting
- No CTWA data — confirm your ads use the WhatsApp message CTA and point to your connected number; organic (non-ad) chats won't appear here.
- Leads show but no revenue — revenue attribution needs the conversation to result in an order (Business+ commerce).
- I don't see CTWA Ads — it's a Growth feature; upgrade from Dashboard → Pricing.
Related
- Broadcast Campaigns — proactive WhatsApp outreach
- Lead Capture — how leads are collected and stored
- WhatsApp Usage & Cost — message volumes and spend
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