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Troubleshooting the Conversion block in turn.io

Raquel Updated by Raquel

The Conversion API allows you to track which contacts reaching your WhatsApp number came from.

In this article we are covering the most frequent issues related to the Conversion block available in Journeys: missing conversions, CTWA ID issues, missing event options. It also include the code block fallback workaround.

⚠️ Note: The Conversion API is currently under beta testing. If you don't see the Conversion block in your journey canvas, please contact support to check if it's enabled for your account.

Conversions are not appearing in my Meta Ads Manager

Step 1: Check the Events Manager Go to Meta's Events Manager (found within Ads Manager). All events sent from Turn.io will appear here, even if they are not attributed to a specific ad. If you see your events here but not in your campaign report, the issue is likely with your campaign configuration (objective, conversion event, or performance goal mismatch).

Step 2: Check Journey Logs in Turn.io In Turn.io, navigate to your journey logs. Conversion errors are logged there with details returned from Meta. These error messages are usually descriptive — for example, "missing parameter" — and can point you directly to what needs to be fixed.

Step 3: Review your Conversion block setup Confirm the conversion event in the block matches your campaign objective:

The event you select must match your campaign objective.

The Conversion block is returning errors but the setup looks correct

This is often caused by the Click-to-WhatsApp ID not being present when the conversion block runs. This ID is passed by Meta when a contact arrives via an ad, and is required for conversions to be attributed to a specific campaign.

Common reasons the Click-to-WhatsApp ID may be missing:

  • The contact did not come from a Click-to-WhatsApp ad.
  • The contact is in a restricted region (see Regional Limitations below).
  • The contact used Facebook or Instagram on desktop (Click-to-WhatsApp only works for mobile app users).
  • The contact was transferred between journeys — the Click-to-WhatsApp ID can be lost when a contact moves from one journey to another.

Workaround — Using a Code Block with Fallback Logic

If you need to handle cases where the Click-to-WhatsApp ID may or may not be present, use a Code block instead of the Conversion canvas block. This allows you to add conditional logic: Check out our Advanced Usage section on Track Conversion article

Certain conversion events or performance goals don't appear in my campaign setup

Meta requires a minimum of 10 conversions within 30 days before certain conversion events become available as options in the Ads Manager dropdown. If an event is not showing up, it may be because it hasn't been triggered enough times yet. You may need to run your journey for a period of time and accumulate conversions before those options unlock.

Regional Limitations & Gotchas

Click-to-WhatsApp campaigns are not available in all regions. Click-to-WhatsApp campaigns are not supported for the following regions due to Meta's privacy policies:

  • 🇺🇸 United States
  • 🇪🇺 European Union
  • 🇬🇧 United Kingdom
  • 🇯🇵 Japan
Important: Meta considers not just where your target audience is located, but also where the person setting up the campaign is located — including information on your Facebook profile. If your account is associated with any of these regions, Click-to-WhatsApp campaigns may not work even if your audience is elsewhere.

Click-to-WhatsApp only works for mobile users

Contacts who click your ad on the desktop version of Facebook or Instagram will not arrive with a Click-to-WhatsApp ID. Conversions for these contacts will fail or fall back to a custom event if you have fallback logic configured.

The Click-to-WhatsApp ID is lost between journeys

If a contact enters Journey A from an ad and is then redirected to Journey B, the Click-to-WhatsApp ID may not carry over. This will cause the Conversion block in Journey B to fail. If your flow involves multiple journeys, consider placing the Conversion block as early as possible — ideally in the first journey the contact enters.

When to Escalate to Meta Support

Turn.io has no visibility into your Meta Ads Manager or ad account settings. If you've verified your Turn.io journey setup is correct (conversion block configured, no errors in journey logs) and conversions are still not working, the issue is likely in the campaign configuration.

Escalate to Meta Support when:

  • Your campaign objective, conversion location, conversion event, and performance goal appear correct but conversions still aren't tracked in your campaign report.
  • You're seeing events in the Events Manager but they're not being attributed to your ad.
  • You're receiving an error from Meta that doesn't correspond to anything in your journey setup.
  • You suspect your account is being flagged for regional restrictions.

When contacting Meta Support, have the following ready:

  • Screenshots of your campaign objective, conversion location, performance goal settings.
  • The error message from Turn.io journey logs.
  • Your Events Manager showing the events being received (or not).

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