Track Conversions

Ricardo Updated by Ricardo

The Meta Conversion API lets you track important customer actions directly from Turn.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 it works

The Turn.io Conversions API integration automatically connects to the existing Meta dataset for the Conversion API linked to the Organisation’s WhatsApp Business Account (WABA). If no dataset exists, it creates a new one.

Tracked events will show up in the Meta Events Manager: https://business.facebook.com/events_manager.

There are two ways to start sending conversions after creating a Journey:

  1. Click the + and select the Conversion block. You’ll be able to select from the range of Standard events in the block. Once done, continue creating the Journey.
  2. Custom events can also be used, these are created within the Events Manager and typed into the Conversions card. 
    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:
  3. 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.
  4. 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:

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:

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