Track Conversions

Ricardo Updated by Ricardo

This article has been co-authored with Huw Evans from Kaya Guides, who authored a fantastic in-depth article about how to best configure your ad campaigns and Turn.

The Meta Conversion API lets you track important customer actions directly .io to your Meta account

The Conversion card is a critical link in the journey from your ad campaign through to measurable results on the Meta Events Manager dashboard.

Here’s how it all connects:

  1. A user clicks on one of your Click to WhatsApp ads and are taken into a chat via WhatsApp, triggering a Journey.
  2. Within that Journey the Conversion card is used to mark or trigger a key action (for example a purchase, sign-up, or any qualifying event).
  3. That action is sent via the Conversions API back to Meta and appears in the Events Manager, where you can see it and use it for attribution, optimisation, and reporting. 

How to set up a Click-to-WhatsApp campaign

Campaign Setup

Meta offers you a gamut of campaign and performance goals. This makes it really hard to decide how to best set up a campaign.

To make things simple, we suggest one of two Campaign objectives: Leads and Sales. They require specific setups in order to work properly.

On Meta's Ad Manager

Step

Leads

Sales

Select campaign objective

Set conversion location

Set conversion event

Not applicable in this objective.

Set performance goal

Tracking the Conversion in Turn

After you've set up your campaign, you can set up your Conversion tracking in Turn. Simple add a "Conversion" block (under the Data menu):

Step

Leads

Sales

Insert a Conversion card into your Journey and select the correct event to track

Note if you're setting up a Sales campaign: Purchase events require sending two extra fields, one for Currency and another for Value. We automatically add placeholders to the Custom Fields section on your sidebar, for 1 USD. If you care about tracking exact payment amounts, feel free to change it.

We automatically connects to the existing Meta dataset for the Conversion API linked to your WhatsApp Business Account (WABA). If no dataset exists, Meta automatically creates a new one.

Seeing events

Once the Journey has been published and a conversion has occurred, you’ll be able to view the results in your Events Manager. Note that events may take up to 30 minutes to be recorded, and the number of "Total events" may need some time to update. In Events Manager, click on "Datasets" to get detailed information on the tracked events:

More options

Other events

For other campaign & performance goals, you can choose to use other events.

Simply click the + and select the Conversion block. You’ll be able to select from the range of Standard events in the block.

You can also type on the events field to write your own custom events.

NOTE: When adding a new custom event into the Conversions card, it will be sent to Meta where it will need to be reviewed and approved in the Events Manager before being available for tracking:

Passing extra fields

Optionally available is the ability to further enrich the data you send back to Meta with User data. While configuring your Conversion card, click on the Settings panel on the right to access and choose more User data:

Advanced usage

If you need even more customisation, use the Code block with the conversion() DSL function. More information can be found on our Developer Docs: Meta Conversions API.

The following code snippet was written by Huw Evans, and sends a regular conversion even if it detects a Click-To-WhatsApp ID; and has a fall back when that ID isn't present:

card SendConversion when not is_nil_or_empty(referral.ctwa_clid) do
  conversion(
    "LeadSubmitted",
    [
      ph: "@contact.whatsapp_id",
      ctwa_clid: "@referral.ctwa_clid",
      whatsapp_business_account_id: "<POPULATED_BY_TURN>"
    ],
    custom_data: [currency: "INR", value: 1],
    action_source: "business_messaging",
    messaging_channel: "whatsapp"
  )
end

card SendConversion do
  event_name_fallback = if(is_nil_or_empty(parent.event_name_fallback), parent.event_name, parent.event_name_fallback)
  
  conversion(
    "Purchase",
    [ph: "@contact.whatsapp_id"],
    custom_data: [currency: "INR", value: 1],
    action_source: "chat"
  )
end

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