Meta Conversions API for WhatsApp: report leads and sales from Click-to-WhatsApp ads

The Meta Conversions API for WhatsApp lets you tell Meta what happened after someone tapped your Click-to-WhatsApp ad: whether the chat became a lead, a quotation or a sale. Without it, Meta sees only that a conversation started, and judges your ads by taps. With it, the outcomes your CRM records go back to your ad account, so you can see which ads bring customers and not just conversations. This guide explains how it works, what you need, what to send, and how Fliok reports it for you.

How the Meta Conversions API for WhatsApp works

1. 1A person taps your ad and a WhatsApp chat opens with your business.
2. 2Meta attaches a click ID to their first message. Meta calls it a personal identifier, unique per click (Meta: Conversions API for business messaging).
3. 3Your CRM keeps the click ID with the conversation.
4. 4When something happens in the chat, such as a lead, a quotation or a sale, your system sends Meta an event with that click ID.
5. 5Meta matches it to the ad, and the outcome shows against the ad in your dataset.

Meta’s guide says the events should represent what happens in the messaging thread itself, and that a conversion on your website belongs to the Conversions API for the web (Meta: Conversions API for business messaging).

Conversions API for CRM: which outcomes to send

Meta’s list of events for business messaging includes Purchase, LeadSubmitted and InitiateCheckout, among others (Meta: Conversions API for business messaging). For a business that sells over WhatsApp, three map neatly onto a sales pipeline:

Two rules keep the data useful:

• Send each outcome once. Meta says it does not deduplicate business messaging events for you and encourages advertisers to do it before sending. A lead that moves back and forth between stages should not count twice.
• Send it soon. Meta takes an event up to 7 days after it happened; if any event in a request is older, Meta refuses the whole request (Meta: using the Conversions API).

Meta says the Conversions API gives access to purchase optimisation for ads that click to WhatsApp and to Messenger (Meta: Conversions API for business messaging). What Meta’s delivery does with your events is Meta’s decision, not something you or your software controls.

What you need before you start

• A Click-to-WhatsApp ad pointing at the WhatsApp number your CRM is connected to. See how to run Click-to-WhatsApp ads.
• The dataset for your WhatsApp account in Meta Events Manager. Not the pixel named after your website: a website pixel cannot receive conversions from chats.
• An access token for that dataset, made in Events Manager under Settings → Conversions API.
• A CRM that records outcomes, so there is something true to report.

How Fliok reports Click-to-WhatsApp outcomes

Fliok keeps the ad’s click ID on each lead that started from an ad, and reports three outcomes to your dataset. It is part of Automation & CRM, on the Basic plan and above:

1. 1In Events Manager, pick the dataset connected to your WhatsApp account and generate an access token under Settings → Conversions API.
2. 2In Fliok, an admin opens Settings → Integrations → Meta Conversions API and saves the dataset ID and the token. Fliok sends a test event when you save and tells you if the dataset cannot take conversions from chats. The token is stored encrypted and never shown again.
3. 3Check it. Set a test event code to see Fliok’s events under Test Events in Events Manager. Meta says events sent with a test code are not dropped: they flow into Events Manager and are used for targeting and measurement (Meta: using the Conversions API). So check the setup, then clear the code.
4. 4Watch it work. The settings show how many events were reported and how many are waiting, when the last one went, and Meta’s own words if it refuses one.

What Fliok sends, and when:

• LeadSubmitted when Fliok AI marks the conversation as one where the customer gave their requirements.
• InitiateCheckout when the conversation is quoted.
• Purchase at whichever comes first: Fliok AI marking the chat as won, a payment recorded on the lead, or someone moving the lead to a Won stage. A recorded payment carries its amount.

The first two come from the status Fliok AI gives a conversation as it answers, so they need the AI agent. A sale is reported either way. Each outcome is sent once for a conversation, however often its status moves.

Check that it works

• Run one ad chat end to end while a test event code is set, and watch its events arrive under Test Events. Recording a payment on that lead sends a Purchase.
• Then clear the test code, and look at the dataset’s overview in Events Manager over the following days.
• Compare with your CRM. The number of Purchase events should match the sales from ad chats, not all your sales.

What is sent about your customer

Only chats that started from a Click-to-WhatsApp ad are reported; any other chat has no ad to credit. The customer’s number is sent as a hash, alongside the ad’s click ID and your WhatsApp account’s ID. An amount is sent only when one is known. No name and no message text are sent. An outcome older than Meta accepts is set aside, not sent.

What it does not do

• It does not report chats that did not start from an ad.
• It does not send website, app or offline events; Meta has a Conversions API for each of those too.
• It does not change your ads, budgets or bids. Fliok reports what happened, and Meta decides what its ad delivery does with it.

Setup and limits are on the Meta Conversions API page and in the help answer. For the ads themselves, see Click-to-WhatsApp ads in Fliok and creating them; for why replying fast matters, the free window for ad leads.

Frequently asked questions

What is the Conversions API for WhatsApp?

A way to tell Meta what happened after someone tapped your Click-to-WhatsApp ad. Meta tags the chat with a click ID; when the chat becomes a lead, a quotation or a sale, your system sends that outcome to your Meta dataset with the click ID, so the ad is credited with more than the tap.

Can I use my website pixel for WhatsApp conversions?

No. A website pixel cannot receive conversions from chats. Use the dataset connected to your WhatsApp account in Meta Events Manager. Fliok sends a test event when you save it and tells you if the dataset cannot take them.

Which events should I send from WhatsApp chats?

The outcomes your sales process records. Fliok sends three: LeadSubmitted when the customer has given their requirements, InitiateCheckout when they are quoted, and Purchase when they pay or the lead is won, each once per conversation.

Is my customer’s phone number shared with Meta?

In Fliok, only as a hash, alongside the ad’s click ID and your WhatsApp account’s ID. No name and no message text are sent, and an amount only when one is known.

Do I need the AI agent to use the Conversions API?

For leads and quotations, yes: they come from the status Fliok AI gives a conversation. A sale is also reported when a payment is recorded on the lead or someone moves it to a Won stage. It is on the Basic plan and above.

Why does Meta show fewer purchases than my CRM?

Only sales from chats that started with a Click-to-WhatsApp ad are reported, since other chats have no ad to credit. An outcome recorded more than 7 days after it happened is also set aside, because Meta refuses events that old.