Meta Ads：Traffic Delivery&Conversion Reporting

Introduce how to view the converrsations and set conversion reporting rules correctly

Before you start, we recommend reading:

1. View Conversations from Meta Ads in YCloud

After your ads start delivering, users who click a Meta CTWA ad and open a conversation in WhatsApp will enter YCloud. The focus of this step is to confirm whether ad traffic is being delivered into WhatsApp correctly and whether the source information is being recorded properly.

What You Will See

Once your ads start bringing in real conversations, you will usually see the following in YCloud:

New conversations will appear in YCloud Inbox
Contact details will display information related to the ad source

You can also filter contacts from ads in the contact list by using Source is AD, and use the following fields to understand the source in more detail:

Source = AD: This means the contact first reached your number through a Meta ad
Source URL: This is the Meta ad link the contact used when they first reached your number
Source ID: This is the Meta ad ID associated with the contact's first interaction with your number

If your ads are already live but you still cannot see any conversations or data, please check the following first:

Whether the ad has been approved and has actually started delivering
Whether the WhatsApp Business Number selected in the ad is the same number already connected in YCloud
Whether the corresponding Meta ad account has already been connected to YCloud
Whether any user has actually clicked the ad and started a WhatsApp conversation

2. Understand Meta Conversion Reporting, CAPI, and Deep Funnel Events

If you want Meta to see not only “ad clicked” or “conversation started,” but also deeper business outcomes after the WhatsApp conversation, you need to use conversion reporting.

What Is Conversion Reporting

Conversion reporting means that after a user clicks a Meta CTWA ad and starts a WhatsApp conversation, YCloud sends the user’s later business actions back to Meta as events through CAPI.

What Are Deep Funnel Events

Deep funnel events are events that are closer to actual business outcomes than “conversation started.” For example, actions such as placing an order or completing payment after the conversation can better reflect whether the ad actually drove business conversion.

In the Meta CTWA scenario, the deep funnel event currently supported by YCloud is:

Purchase

What Is CAPI

CAPI (Conversion API) is the event reporting interface provided by Meta. It helps businesses send post-conversation business events back to Meta for ad measurement and later optimization.

After the ad account is connected, YCloud can report eligible events back to Meta through CAPI. When real conversations and Purchase events happen later, the related data will gradually appear in Meta’s event reporting system.

3. Configure Purchase Reporting in YCloud

If you want Meta to see deeper business outcomes such as purchases, you need to configure the corresponding Purchase event in YCloud.

Currently Supported Deep Funnel Event

In the Meta CTWA scenario, YCloud currently supports reporting only the following deep funnel event back to Meta:

Purchase

This means that if you want to view deeper business conversions in Meta later, or try a purchase-oriented optimization goal, you should currently configure everything around the Purchase event.

Purchase is not suitable for every advertiser. To understand when “Maximize number of conversations” or “Maximize number of purchases” is more appropriate, continue reading the FAQ section below.

How to Configure Tracking Events in YCloud

Go to the CTWA section in YCloud.
Select the target ad from the ad list and enter Track events.
Click + Track new event to create a new tracking event.
Complete the following fields as needed:

Event name: Used only for internal identification and management
Trigger type: Defines what condition will trigger this event
Reported event type: Fixed as Purchase

Common Trigger Methods

YCloud currently supports 3 common ways to trigger Purchase. You can choose the one that best fits your business workflow and use it as the condition for Purchase reporting.

Method 1: Trigger Purchase Through Contact Tags

If your team manually or automatically adds a tag to a contact after a purchase is completed, this is the most suitable method.

For example:

After payment is completed, the contact is tagged as Paid
After the customer confirms the order, the contact is tagged as Purchased

When the specified tag is added to the contact, YCloud will trigger one Purchase report.

Steps:

Go to the CTWA section in YCloud.
Select the target ad and enter Track events.
Click + Track new event.
In trigger type, choose “Contact Tag” or the corresponding tag-based trigger option.
Select the tag that should count as a Purchase condition.
In reported event type, choose Purchase.
Save the configuration and enable the tracking event.

Suitable for:

Your sales or support team applies tags after a deal is completed
You already have a stable tag management process
You want a relatively simple way to start reporting Purchase data

Method 2: Trigger Purchase Through Keywords

If customers usually send specific keywords after a purchase is completed, such as an order number, payment confirmation phrase, or another business confirmation phrase, you can also use keyword-based triggering.

When a customer mentions a matching keyword in a WhatsApp conversation, YCloud will trigger one Purchase report.

Steps:

Go to the CTWA section in YCloud.
Select the target ad and enter Track events.
Click + Track new event.
In trigger type, choose “Keyword”.
Add one or more keywords as trigger conditions.
In reported event type, choose Purchase.
Save the configuration and enable the tracking event.

Suitable for:

Your customers usually send fixed keywords after conversion
You want to quickly identify purchases based on conversation content
You do not yet have a complete tag or system-reporting setup

If the keyword itself is ambiguous, it is not recommended to use it directly as a Purchase condition. Otherwise, false triggers may occur and affect how Meta interprets and optimizes Purchase data.

Method 3: Trigger Purchase Through API + Custom Event

If your business system can clearly determine exactly when a purchase is completed, then API + Custom Event is the recommended option.

This method is usually more suitable for:

Order systems
Payment systems
CRM / ERP
Self-built backend services
Mobile apps

When your system confirms that a purchase is completed, it can create a custom event through the YCloud API, and that event can then trigger one Purchase report.

Steps:

Go to the CTWA section in YCloud.
Select the target ad and enter Track events.
Click + Track new event.
In trigger type, choose API + Custom Event.
Configure the corresponding custom event condition for this tracking event.
In reported event type, choose Purchase.
Save the tracking event.
When your business system confirms that a purchase is completed, send the corresponding Custom Event through the YCloud API.
Once the event matches, YCloud will report that Purchase back to Meta.

Suitable for:

You want to use the true purchase status from your business system as the only standard
You do not want to rely on manual tagging or keyword matching
You require higher accuracy for Purchase data

If you have your own order or payment system, API + Custom Event is usually the better option. This method is closer to the real business outcome and is more suitable as the data signal Meta uses for later ad optimization.

It is recommended to define the business meaning of Purchase clearly before you start reporting it. For example, decide whether a valid purchase means “order placed successfully” or “payment completed.” Only with a stable definition will your later data be truly useful.

4. How to Choose an Optimization Goal

In Meta CTWA advertising, the optimization goal should match your current stage.

In the Early Delivery Stage, Prioritize Maximize Number of Conversations

If your ads have just started delivering, or you do not yet have stable Purchase reporting data, it is recommended to prioritize:

Maximize number of conversations

This is better for first validating whether the ad can steadily bring in WhatsApp conversations and for quickly validating the basic chain from “ad click” to “conversation started.”

When to Consider Maximize Number of Purchases

Only after the following conditions are met should you evaluate switching to:

Maximize number of purchases (Purchase)

It is recommended that at least the following conditions be met first:

Purchase reporting has already been configured correctly in YCloud
Real customers have already triggered Purchase events
The business definition of Purchase is stable and will not change frequently
Your core campaign goal has already shifted from “getting more conversations” to “getting more purchases”

5. View Ad Performance and Conversion Data

After conversation handover and Purchase reporting are configured, you can view data both in Meta and in YCloud.

View in Meta

You can view ad delivery data in Meta Ads Manager > Campaigns at the campaign, ad set, or ad level, including:

Spend
Impressions
Clicks
Conversation results

If Purchase reporting has already been configured and triggered by real users, you can also view Purchase event data reported by YCloud in Meta Events Manager > Dataset.

View in YCloud

You can view two types of data in YCloud:

1. View overall ad data

Go to CTWA > Ad Manage, where you can view the basic delivery data of CTWA ads under a given ad account within a selected time range, such as:

Spend
Impressions
Clicks
Started conversations

2. View leads and tracking event details brought by the ad

If you want to see which leads were brought by a specific ad, or which customers triggered the Purchase event, you can go to the corresponding ad’s Track events / View Leads page.

There you can further check:

Which customers came from that ad
Which customers triggered the Purchase event
Whether the corresponding leads or event details can be exported

Next Step

Handle Visitors from CTWA Ads

Once the ads start bringing in conversations, you can continue handling customers in YCloud and assign your sales or support team to follow up.

Receive CTWA Visitors

View Overall CTWA Analysis Data

If you want to view CTWA ad performance and lead data from an overall perspective, you can continue reading:

CTWA Analysis

FAQ

Q: Why are my ads already live, but I still cannot see any conversations or data in YCloud?

A: First check whether the ad has actually started delivering and whether any real users have clicked the ad and started a WhatsApp conversation. If the ad only has impressions or clicks but no one has started a conversation yet, YCloud will not show any corresponding conversation or later data. Also confirm that the WhatsApp Business Number used in the ad is the same one already connected in YCloud.

Q: Why can’t I see Purchase data in Meta yet?

A: This is usually because you have not configured Purchase reporting correctly in YCloud yet, or because although it is configured, no real customers have triggered a Purchase event yet. It is recommended that you first go to Meta Events Manager > Dataset to check whether any events have entered the corresponding dataset, and then confirm whether the Purchase trigger conditions in YCloud are configured correctly.

Q: Which optimization goal should I choose at the beginning of delivery?

A: If your ads have just started delivering, it is recommended to prioritize “Maximize number of conversations.” At this stage, the main goal is to validate whether the ads can steadily bring in WhatsApp conversations. After Purchase reporting has been configured and stable data is available, you can then evaluate whether to switch to “Maximize number of purchases (Purchase).”

Q: How should I choose between Maximize number of purchases and Maximize number of conversations?

A: These two optimization goals are suitable for different stages.

If you choose “Maximize number of purchases (Purchase),” Meta mainly relies on the data signal of whether a customer has made a purchase when optimizing the ad. However, in the CTWA scenario, Meta cannot naturally know whether a customer completed a purchase after a WhatsApp conversation. Therefore, this type of signal mainly depends on the conversion events you configure in YCloud and the data that YCloud sends back to Meta through CAPI.

This means:

If you have not yet configured a Purchase event in YCloud
Or although it is configured, you do not yet have stable Purchase data
Or you are still validating whether the ads can steadily bring in conversations

Then it is more recommended to prioritize “Maximize number of conversations,” because at this stage the ad is better optimized around whether it can bring in more WhatsApp conversations.

It becomes more appropriate to consider “Maximize number of purchases” only after the following conditions are met:

You have correctly configured a Purchase conversion event in YCloud
Real customers have already triggered Purchase, and the data is being continuously reported back to Meta
The business definition of Purchase is stable, for example you have already defined whether “order placed successfully” or “payment completed” should count as one Purchase
The core goal of the ad has already shifted from “getting more conversations” to “getting more purchases”

In simple terms:

If your current priority is to first get the conversation flow running, choose “Maximize number of conversations”
If your current priority is to drive more purchases, and you already have stable Purchase reporting data, then choose “Maximize number of purchases”

Practical recommendation: At the beginning of delivery, prioritize “Maximize number of conversations.” After Purchase reporting becomes stable, then evaluate whether to switch to “Maximize number of purchases.”

Q: Why can’t I select “Maximize number of purchases (Purchase)” at the ad set level for my CTWA ad?

A: There are usually two reasons:

You are not yet steadily sending Purchase events back to Meta through YCloud;
Although Purchase reporting has already been configured, the account or ad has not yet accumulated enough stable and valid Purchase signals, so Meta does not make this optimization goal available yet.

In this case, it is recommended that you first use “Maximize number of conversations” as the optimization goal to validate the basic conversation flow. After Purchase reporting has been configured correctly and stable purchase data is available, return to Meta Ads Manager and check whether “Maximize number of purchases” is available.

Q: Do I have to configure Purchase reporting before I can start running Meta CTWA ads?

A: No. You can first create the ad and start delivery to validate whether it can steadily bring in WhatsApp conversations. The role of Purchase reporting is to help you measure and optimize deeper business conversions after the basic conversation flow is already working.

Q: I selected Maximize number of conversations, so why can I still see Purchase data in the Dataset?

A: When you have not configured a dedicated Purchase event rule, YCloud will by default report one Engage behavior to Meta as a Purchase event.

Here, Engage means that after ad traffic enters WhatsApp, the user completes at least 2 message interactions with you.

The purpose of doing this is to provide Meta with one usable deep-interaction signal first, before you set your own custom Purchase rule, so that you can later use it for data analysis, audience building, and optimization testing.

Please note:

Seeing this kind of Purchase data in the Dataset does not mean the customer has completed a real purchase
If you are still using “Maximize number of conversations” as the optimization goal, this default reporting will not directly switch your ad optimization goal to “Maximize number of purchases”
If you want Purchase to more accurately represent real transactions, it is recommended that you configure a dedicated Purchase trigger rule in YCloud as soon as possible based on your own business definition

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Last updated 2 months ago

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