Meta Conversions (CAPI)

Meta Conversions shares the outcomes you choose — a qualified lead, a booked appointment, a purchase — from your WhatsApp conversations with Meta through the Conversions API (CAPI).

When someone clicks your Click-to-WhatsApp (CTWA) ad, they start a conversation with your business. That conversation may later become a qualified lead, a booking or a sale. CAPI sends the actions you have configured back to Meta, so Meta can connect eligible conversions to the ads that brought them in and use those signals to improve how your campaigns are delivered.

The traditional Meta Pixel only tracks activity on a website. CAPI tracks what customers do in your WhatsApp conversations — and it sends configured events only.

How CAPI works#

Why CAPI helps#

Without CAPI you can see that your ads bring in WhatsApp conversations, but the number of conversations alone doesn't tell you which ads bring qualified leads or confirmed bookings. With CAPI:

• Full-funnel visibility. Eligible leads and purchases are tied back to the campaign that brought them in. You can see which campaigns drive real results, which need changes or should be paused, and what your return on investment looks like.
• Smarter ad optimisation. Meta can use your CAPI signals to improve delivery. This can help lower your cost per qualified lead and cost per purchase and improve the return on your ads.

*Only if the purchase value is passed correctly.

What you can track#

You can set up events for actions such as:

• Leads submitted through WhatsApp flows.
• Consultations or appointments booked through chat.
• Purchases, when your setup supports them. To see RoAS, the purchase value must be passed with each purchase event.

The customer action must be configured first, and Meta needs enough information to match the event to the original ad click. A purchase that happens later on an external website isn't automatically tracked as a WhatsApp event.

LeadPattern can report these Meta events: Lead submitted, Qualified lead, Purchase, Checkout started, Added to cart, Viewed content, Order created, Order shipped, Order delivered, Order canceled, Order returned, Cart abandoned, Rating given and Review given.

Examples#

Real estate company. A prospect clicks your ad and starts a WhatsApp chat. A bot asks qualifying questions such as budget and preferred location. When the prospect meets your criteria they're marked as a qualified lead through a configured action, LeadPattern sends the event to Meta, and Meta can use it for attribution and optimisation.

E-commerce brand. Compare campaigns by purchases, not just conversations. If Campaign A led to 15 purchases and Campaign B to only 5, put more budget behind Campaign A.

Real estate agency. Track site visits and appointments from WhatsApp leads. If Campaign X led to 10 site visits from 50 conversations and Campaign Y to 1 visit from 70 conversations, you know where to invest.

Event management company. Track registrations from WhatsApp leads, and follow up with people who started a conversation but didn't book right away.

Is CAPI right for you?#

CAPI may be useful if:

• you run Click-to-WhatsApp ads;
• you want to measure actions beyond the first conversation, such as qualified leads or bookings;
• your team can identify those actions through configured LeadPattern flows or tags;
• the event and click-matching information is available.

E-commerce brands, service providers, retail stores, high-ticket industries (real estate, jewellery, travel) and marketing agencies often use CAPI — but your industry alone doesn't decide it. What matters is how you run your ads and what you want to measure.

Availability#

Meta Conversions depends on your plan. Depending on how your plan is set up it is either included in the plan, available to buy as an add-on (monthly or yearly), or not offered. The Conversions tab shows a Get the add-on button when you can buy it. See Add-ons and Plans, or contact your LeadPattern account manager if you're unsure.

Set it up#

Tag rules#

Under Tag rules, map a tag to a Meta event: When this tag is added → send this event. For a Purchase, also choose the amount (a number or a custom field holding it) and the currency (for example INR). The event is reported when an agent, a bot or an import adds the tag to a contact — for example tag a contact Qualified and report Qualified lead.

Bot action#

In a bot, add the Send Meta Conversion node at the moment the outcome happens, for example at the end of a qualifying flow. See Integration actions.

What gets sent#

Only events that pass these checks are reported:

• the contact started from a Click-to-WhatsApp ad within the last 7 days;
• each event is sent once per ad click for that contact (Meta doesn't remove duplicates, so LeadPattern does);
• Purchase events have a numeric value;
• the workspace isn't restricted, and the feature is switched on and included in your plan.

Anything else is skipped and the reason is recorded.

Check the results#

The Results section of the Conversions tab shows, for the last 7, 30 or 90 days, how many events were sent to Meta, failed, skipped or are queued, a breakdown by event (with total value) and the top reasons for skipping. Recent events lists each event with its time, contact, event, source (tag or bot) and status; hover a status to see the reason.

To see the events on Meta, open Events Manager → Data sources and select the WhatsApp dataset shown in the panel. Events can take a little while to appear there.

Key takeaways#

• CAPI shares the conversion events you configure from your WhatsApp conversations with Meta.
• It helps you measure outcomes beyond conversations and gives Meta more signals for optimisation.
• It works only with Click-to-WhatsApp campaigns, and it doesn't guarantee attribution or better campaign results.

What's next#

Frequently asked questions#