Mastering Click to WhatsApp Ads: Setup, Event Tracking and Industry Insight

Have you ever considered integrating the power of the world’s most popular messaging app, WhatsApp, into your advertising strategy? Well, it’s high time you do! With over 2 billion users globally, WhatsApp offers a unique platform to connect and engage with your customers directly.

Through WhatsApp ads, you can seamlessly drive traffic from Facebook and Instagram to your WhatsApp business account, bridging the gap between you and your potential customers.

This blog will guide you through the easy steps to set up and run your Click to WhatsApp Ads. Whether you’re looking to enhance customer support, increase product inquiries, or boost engagement, these ads can be a game-changer for your business. So, buckle up and let’s dive right into the world of WhatsApp advertising!

What are WhatsApp Ads?

WhatsApp ads are a type of advertisement that appears on Facebook or Instagram. But here’s the twist: instead of directing users to a website or another social media profile, these ads guide them straight to a WhatsApp conversation with your business.

Imagine this: A potential customer sees your ad on their Facebook feed. Intrigued, they click on it. Instead of being redirected to a typical landing page, they’re immediately taken to a chat with you or your team on WhatsApp. Sounds convenient, right?

That’s the beauty of Click to WhatsApp Ads! They eliminate the additional steps users typically go through to reach a business. They do not need to search for your contact details or fill out lengthy contact forms. One-click and they’re chatting with you, asking questions about your products or services.

Exciting update: Google is also rolling out Click-to-WhatsApp (CTWA) capabilities, and the feature is already live for select customers! This highlights a growing industry shift towards conversational ads, reaffirming that the future of ad interactions is chat-first.

Why Try WhatsApp Advertising?

• Did you know there are over 662 million WhatsApp users just in India? This means a vast segment of your potential customers, regardless of your industry or product, is already active on this platform.
• For those expanding overseas, the global tally of WhatsApp users stands at a whopping 2 billion. That’s a lot of potential outreach!
• Research indicates that more than 55% of individuals feel a stronger bond with brands that communicate via messaging apps.
• Your customers prefer messaging. They often wish to chat with businesses before deciding to buy. In fact, after a positive chat experience, 38% of them tend to make a purchase.
• Consumers who chat tend to spend 60% more than those who don’t.
• Engaging in meaningful conversations with your clientele fosters loyalty. Remember, retaining a customer can be up to 25 times more cost-effective than acquiring a new one.
• A typical user checks their WhatsApp approximately 23-25 times a day. Imagine the potential engagement!

Still not convinced? Let’s talk numbers from Shopify’s WhatsApp marketing statistics report:

• WhatsApp can effortlessly bring 200-300 leads daily by simplifying customer interactions.

• Promotional activities on WhatsApp boast a jaw-dropping 99% open rate, thanks to its frequent usage.

• WhatsApp ads exhibit impressive click-through rates of 45-50%, largely due to its user-friendly prompts.

• You can recover almost 60% of your forgotten carts with timely WhatsApp reminders and campaigns.

• Boost your customer service efficiency by a remarkable 200% through the app.

• Crafted wisely, your WhatsApp advertising campaigns can enhance engagement by an astounding 83%.

Given the undeniable influence of WhatsApp and its effectiveness throughout a customer’s decision-making process, it’s clear why merging your social media ad strategies with WhatsApp marketing could be your golden ticket to increased conversions in today’s fierce market.

Note: By integrating CTWA into your sales and marketing strategy, you can instantly trigger chatbots to qualify leads, collect relevant data, and even route them to the right sales reps based on their responses or intent. All of this happens seamlessly within seconds of the ad click.

What are the Benefits Of WhatsApp Ads?

What makes WhatsApp ads or WhatsApp advertising special? Let’s look at some of the benefits.

• Direct Communication: Click to WhatsApp Ads provides an immediate bridge to your potential customers. A simple click and they’re in a direct chat with you, making interactions personal and immediate.

• Enhanced Engagement: Given the popularity of WhatsApp, ads on this platform have a higher likelihood of being seen and interacted with. An engaged customer is often a loyal one.

• Global Reach: With billions of users worldwide, WhatsApp ads give you the opportunity to tap into both local and international markets seamlessly.

• Improved Customer Support: Real-time conversations mean real-time solutions. Address queries, handle concerns, or even take feedback instantly, enhancing the overall customer experience.

• Higher Conversion Rates: When potential customers can reach out to you instantly, they’re more likely to complete a purchase. In fact, many businesses have reported an uptick in conversions after integrating Click to WhatsApp Ads.

• Enhanced Trust: Messaging apps like WhatsApp foster a sense of personal connection. When customers can chat directly, it builds trust, which is invaluable in business.

• Trackable Metrics: WhatsApp provides insights and data that can help you refine your marketing strategy over time, ensuring you get the best bang for your buck.

• Versatile Campaigns: Whether you’re sharing product updates, promotional offers, or informational content, WhatsApp ads can cater to a variety of campaign types tailored to your business needs.

WhatsApp Ads vs. Traditional Ad Formats: What’s the Difference?

When it comes to digital advertising, not all formats perform the same—especially when lead quality and user experience are key. Here’s a breakdown of how Click-to-WhatsApp Ads compare with traditional ad formats like lead forms and landing pages:

Feature	Traditional Ads (Landing Pages/Lead Forms)	Click to WhatsApp Ads
User Experience	Requires form fill, often redirects to a different landing page	One tap to open a chat on WhatsApp
Friction	High – users drop off during form fill or page load	Low– direct conversation, no extra steps
Lead Quality	Often inaccurate or fake info in forms	Verified WhatsApp numbers only
Response Time	Delayed – follow-up needed via email or phone	Real-time conversation begins instantly
Conversion Funnel	Multi-step with drop-off points	Streamlined, chat-driven funnel
Retargeting	Needs email/phone and consent	Easy retargeting via WhatsApp with 72-hour free conversation window.

Why It Matters?

Many businesses report losing leads due to form errors, slow load times, or lack of intent. WhatsApp Ads remove that friction, letting users take action the moment they’re interested—leading to higher conversion rates and better-quality leads.

Now that we’ve seen how Click-to-WhatsApp Ads stand out from traditional formats by reducing friction, improving lead quality, and boosting conversions— let’s look at what you need to get started and how to set up WhatsApp Ads step by step.

Requirements For Setting Up WhatsApp Ads

If you wish to run WhatsApp campaigns using the Facebook Ads Manager, here are the things that you need to set up:

1. Get A WhatsApp Business Account

WhatsApp advertising can not be done using a regular WhatsApp number. You need to get a WhatsApp Business account using the WhatsApp Business App or WhatsApp Business API.

Here’s a video on how you can run ads from WhatsApp Business App

You can also try  WhatsApp Business API since it comes with exclusive features like:

• Blue Tick Verified WhatsApp Business Number.
• Chat automation & WhatsApp Chatbot.
• Product Catalog to showcase products and services on WhatsApp.
• Multi Login support to enable customer service & support.
• Interactive messaging & marketing, advertising tools.

*These features vary based on the WhatsApp solution you use. WhatsApp Business App & WhatsApp Business API are two different solutions. You may want to know which one is good for you.

Let’s assume that now you’ve set up your WhatsApp Business account.

2. Add WhatsApp Business Number To Your Facebook Page

Next, you’ll need to connect your WhatsApp business account with your Facebook page. This is a mandatory step and can be done from your Facebook Business page settings:

1. Navigate to your Facebook business Page.
2. Click ‘Settings’.
3. In the column on the left-hand side, click ‘WhatsApp’.
4. Choose your country code.
5. Enter your WhatsApp number and click ‘Send code’.
6. Input the OTP code and click ‘Confirm’.

You should also link your Instagram account with your Facebook Page.

Once this is done, you can start creating your first Click-to-WhatsApp ad.

How To Set Up Click To WhatsApp Ads On Facebook Ads Manager?

Note: This step requires expertise in Facebook Advertising. We expect that you have knowledge of Facebook ads and understand that they involve money.

Here’s a quick step-by-step guide to help you set up your Click-to-WhatsApp (CTWA) campaigns.
For more detailed instructions, follow the steps provided after the interactive tour.

Step 1: Create a New Ad Campaign

Head over to Facebook Ads Manager and click on ‘Create’. Select ‘Engagement’ as your campaign goal, as this allows you to start as many new conversations as possible on WhatsApp, Messenger, or Instagram Direct. Name your campaign, ad group, and ad set, then click ‘Continue’.

Step 2: Set Your Budget

After selecting ‘Engagement’ as your objective, you’ll need to define your daily or lifetime budget for the campaign. You can also explore bid strategies based on your goal. To understand bid strategies better, refer to Facebook Ads Documentation. Once done, you’ve completed the campaign-level setup.

Step 3: Select Your Conversion Location

Next, move to the ad group level and click ‘Next’. Under conversion location, choose ‘Messaging apps’.

Step 4: Connect WhatsApp

In the messaging apps section, select ‘WhatsApp’ and link your Facebook Page and WhatsApp Business number from the dropdown menu.

Step 5: Define Your Target Audience

Now, configure your ad’s targeting settings based on:

– Age group
– Gender
– Location
– Interests
– Custom audiences

Once done, click ‘Next’ to proceed.

Step 6: Design Your Ad

At the ad set level, customize the design and presentation of your ad. You can:

• Choose different message templates
  
• Set up multiple conversation prompts

This helps guide users toward meaningful interactions with your business.

Step 7: Publish Your Ad

Once you’re satisfied with the setup, click ‘Save and Finish’, then hit ‘Publish’. Your ad will now be sent for review by Facebook. Upon approval, it will go live according to your selected audience and schedule.

Tracking and Optimizing Your Ad Performance

Once approved, Wati will automatically add ad attributes to help you track customer interactions from your ads. You can use these insights to:

✅ Set up automation flows to engage with leads instantly

✅ Qualify leads based on their interests and interactions

Important: Maximize Your Free Conversation Window

Click-to-WhatsApp conversations are free for the first 72 hours as long as you respond within the 24-hour customer service window. This allows you to engage with potential customers at no extra cost, so be sure to reply promptly.

How to Track Conversions from Click-to-WhatsApp Ads

Here’s a step-by-step guide to tracking CTWA ad performance using Wati’s Team Inbox and Insights Dashboard.

Step 1: Identify Engaged Users in Wati’s Team Inbox

Whenever a customer interacts with your Click-to-WhatsApp Ad, a CTWA notification appears in the chat listing section of Wati’s Team Inbox. This allows you to instantly recognize and prioritize contacts who have engaged with your ad.

Step 2: Segment & Filter CTWA Customers

To focus only on leads generated through your ads, you can filter CTWA customers within the Team Inbox. Simply choose the CTWA filter option, and Wati will display conversations specifically started through your Click-to-WhatsApp Ads.

Step 3: Track Ad Performance with CTWA Attributes

Every time a user interacts with your ad, Wati automatically assigns two key tracking attributes:

•  source_id – Captures the Ad ID, helping you pinpoint the exact campaign.
•  source_url – Stores the Ad link, allowing you to track the traffic source.

These attributes help you identify which specific ad campaign brought in each lead.

Step 4: Compare Multiple Campaigns for Optimization

Running multiple Click-to-WhatsApp campaigns? By analyzing the source_id and source_url of each lead, you can determine which ads are performing best. This data enables you to optimize ad spend, refine your messaging, and improve future campaign results.

Step 5: Analyze CTWA Insights for Deeper Engagement Metrics

Navigate to the CTWA Insights section to get a detailed overview of your ad performance, including:

– Total number of contacts who clicked on your ad

–  Exportable data for engagement analysis

–  Purchase tracking, allowing you to see how many CTWA leads are converted into paying customers

By leveraging these insights, you can refine your ad targeting, messaging, and automation flows to improve overall conversions.

How to Set Up Conversion Tracking for Click-to-WhatsApp Ads

Tracking conversions from Click-to-WhatsApp (CTWA) Ads is essential for measuring ad performance and optimizing campaigns. With the right setup, Wati provides a complete ad funnel view, allowing you to track leads, purchases, and overall campaign effectiveness.

Step 1: Connect Wati to Facebook Ads

To start tracking conversions, you need to link your Facebook Ad Account with Wati.

1. Go to the Ads tab in Wati.
2. Click ‘Connect to Facebook’ to sync your ad account.
3. Select the Facebook Page and Ad Account you want to track.
4. Ensure you have the correct permissions to complete the connection.

Once connected, Wati automatically tracks conversations that originate from your ads—so there’s no need to track initial interactions manually.

Step 2: Set Up Tracking for Purchases

Beyond tracking conversations, Wati offers an exclusive feature that allows you to monitor purchases and accurately measure your campaign’s return on investment (ROI).

Choose a standard purchase confirmation template—for example:

•   “Thank you for your payment.”
•   “Your order is confirmed.”

Whenever this message is sent, Wati checks if the conversation started from a CTWA ad and logs it as a purchase event.

Step 3: Track Qualified Leads

If your goal is to track high-quality leads, you can do so by selecting key follow-up messages within your WhatsApp flow.

Pick a template message sent deeper in the conversation, such as: 

1. Onboarding confirmations
2. Appointment bookings
3. Follow-up messages from chatbots

This ensures you’re tracking engaged leads who are more likely to convert, giving you valuable insights into your sales funnel.

How to Analyze & Optimize Your Click-to-WhatsApp Ads for Maximum ROI

Setting up tracking for your Click-to-WhatsApp (CTWA) Ads is just the beginning. To truly maximize your return on investment (ROI), you need to analyze your campaign performance, refine targeting, and optimize engagement.

Step 1: Monitor Key Performance Metrics

Once your ads start generating conversions, Wati’s analytics dashboard provides valuable insights, including:

Cost per conversation – How much you’re spending per WhatsApp interaction
Cost per lead – The price of acquiring a potential customer
Cost per purchase – The amount spent to secure a sale

Additionally, Facebook Ads Manager offers deeper metrics such as:

✔️ Ad spend
✔️ Clicks & impressions
✔️ Reach & Engagement

By analyzing these numbers, you can determine which campaigns are performing best and which ones need adjustments.

Step 2: Retarget High-Intent Leads for More Conversions

Don’t let potential customers slip away! With one click, you can retarget qualified leads and past purchasers directly on WhatsApp.

 Send compelling offers to re-engage customers, such as:
✔️ “Get a free trial today!”
✔️ “Enjoy an extra 5% discount on your next purchase!”

Pro Tip: Maximize the 72-Hour Free Conversation Window

Click-to-WhatsApp conversations are free for the first 72 hours as long as you respond within 24 hours. Use this window to engage leads effectively without additional costs!

Step 3: Continuously Optimize for Better ROI

Once tracking is in place, regularly monitor your funnel performance and make adjustments to:

1.  Improve ad targeting based on high-converting demographics
2. Test different ad creatives & messages for better engagement
3. Adjust budgets to scale the best-performing campaigns

By refining your strategy based on data-driven insights, you can reduce costs and increase conversions, ensuring your CTWA ads deliver maximum impact.

How to Craft the Perfect Copy for Click-to-WhatsApp Ads?

Crafting the perfect copy is crucial to creating effective ads that resonate with your audience and prompt them to take action.  But fear not! With the right tips and tricks, you can create a copy that stands out and grabs your audience’s attention.

First, let’s discuss the power of a strong call-to-action (CTA). The CTA is the heart of your ad and prompts your audience to engage with your business. By using clear, concise, and compelling language, you can increase the likelihood that users will take action. Remember to keep your CTA simple and to the point. Don’t be afraid to get creative; try different approaches to see what resonates with your audience best.

Another key element to crafting the perfect copy is to write with your target audience in mind. Understanding your audience and their pain points is crucial to creating copy that speaks to them directly.

By using relatable language and addressing their specific needs, you can create a message that resonates with your audience and drives them to take action. So don’t be afraid to research and get to know your audience on a deeper level. Almost three-quarters of consumers (74%) prefer ads that match the content they’re viewing, highlighting the importance of ensuring your ad content aligns with the interests and needs of your target audience.

Different Ways to Use Click-to-WhatsApp Ads + Real Industry Results

1. Promotions, Product Showcases & Sales

Promotions & Discounts: Send time-limited offers, discount codes, or early access deals straight to customers’ WhatsApp prompting instant action.

Product Demos & Launches: Share new arrivals, user-generated testimonials, or how-to videos to nudge prospects toward purchase.

Case Study: The Little Farm Co. – Bringing Homemade Pickles to More Customers 

Source: Facebook

Starting as a small stall in a farmers’ market, The Little Farm Co. gained a loyal following for its home-flavored pickles inspired by family recipes. However, they needed a cost-efficient way to reach more customers and scale their sales.

Solution:

Used video creatives in their Click-to-WhatsApp Ads to share their family-inspired recipes and engage with customers directly.

Results:

✅ 46% more messages from potential customers
✅ 32% lower customer acquisition cost

By integrating WhatsApp into their marketing, The Little Farm Co. created a personalized customer experience, leading to higher engagement and increased sales.

Source: Meta

Case Study: Art di Cacao – Increasing Chocolate Sales in Mexico 

Source: Facebook

Mexico City-based Art di Cacao is known for its premium handcrafted chocolates. To boost online orders and improve ad efficiency, they optimized their CTWA ads for purchases rather than just engagement.

Solution:

Used purchase optimization in Click-to-WhatsApp Ads to streamline the buying process and increase direct orders.

Results:

✅ 18% more orders from WhatsApp ads
✅ 56% more purchases compared to their usual ad strategy

By making WhatsApp a direct sales channel, Art di Cacao simplified the buying process and saw a significant rise in orders and purchases.

Source: Meta

2. Customer Engagement & Support

Instant Customer Support: Build trust by offering real-time help via WhatsApp by answering FAQs, guiding purchases, or resolving concerns instantly.

Upselling & Cross-Selling: Introduce add-ons or complementary products during the chat to boost average order value.

Case Study: Habuild – Reducing Lead Costs and Improving Lead Accuracy 

Habuild, a fitness and wellness brand, struggled with high lead costs and inaccurate phone numbers in form fills. WhatsApp changed that.

Solution:

Used Click-to-WhatsApp Ads to capture leads directly in WhatsApp, eliminating errors from form fills.

Results:

✅ Leads at 1/5th the cost compared to previous campaigns
✅ No more losing 20% of leads due to inaccurate phone numbers

“With CTWA, we got leads at 1/5th of our previous cost. Plus, we were able to collect accurate phone numbers when previously we’d lose 20% of our leads due to inaccurate phone numbers in form fills.”
— Trishala Bothra, Co-Founder of Habuild

Case Study: Good News Maternity – Making Maternity Wear More Accessible 

Source: Facebook

Founded in 2017, Good News Maternity set out to provide comfortable, stylish, and easily accessible maternity wear for expecting mothers in India. Initially, they operated on a pickup-and-return rental model, but with WhatsApp, they transitioned to a seamless online experience.

Solution:

• Used Click-to-WhatsApp Ads to let expecting mothers browse and book maternity gown rentals via chat.
• Leveraged creative best practices and a clear call-to-action to drive more inquiries.

Results:

✅ 3X more quality leads for maternity gown rentals
✅ 76% lower customer acquisition costs
 

By adopting WhatsApp, Good News Maternity provided expecting mothers with an easy and stress-free way to find the perfect maternity wardrobe, all through a simple chat.

Source: Meta

3. Retargeting, Feedback & Repeat Sales

WhatsApp Remarketing: Re-engage visitors with abandoned cart nudges, restock alerts, or personalized product suggestions.

Feedback & Surveys: Collect honest customer input through one-on-one, non-intrusive chats.

Content Sharing: Distribute blogs, videos, or tips to educate and build trust.

Case Study: Azafran – 5X Revenue Growth with WhatsApp Remarketing 

Azafran, a natural skincare and organic product brand, wanted to maximize its marketing spend. By integrating remarketing via Wati, they achieved outstanding results.

Solution:

Used WhatsApp remarketing with Wati to re-engage past visitors and drive repeat purchases.

Results:

✅ 5X revenue growth in the first month

 “In the first month itself, remarketing with Wati gave us 5X revenues than before.”
— Ashutosh, Founder of Azafran

Case Study: Confer On – Boosting E-commerce Sales in Indonesia 

Source: Facebook

Confer On, an Indonesian e-commerce brand specializing in men’s footwear, bags, and apparel, needed a better way to scale online sales and improve conversions. Instead of just driving conversations, they optimized their WhatsApp ads for purchases.

Solution:

Implemented purchase optimization in their Click-to-WhatsApp Ads on Facebook and Instagram, encouraging customers to place orders via chat.

Results:

✅ 3.9X more purchases compared to ads optimized for conversations
✅ 79% lower cost per purchase with WhatsApp purchase optimization

By shifting their focus from conversations to direct sales, Confer On dramatically improved their conversion rates while lowering costs.

Source: Meta

Conclusion

Now you know how to craft the perfect copy for your Click-to-WhatsApp ads on WhatsApp! By following these tips and tricks, you can create ads that engage your audience and drive them to take action. Remember to keep it simple, relatable, and fun. With a little creativity and some strategic thinking, you’ll be well on your way to creating ads that stand out and grab your audience’s attention.

Frequently Asked Questions

What exactly are WhatsApp ads?

WhatsApp ads are a type of advertisement you can run on Facebook and Instagram. When users click on these ads, they’re directed straight to a chat with your business on WhatsApp, providing an instant communication channel.

How do Click to WhatsApp Ads differ from regular ads?

The primary difference is the call to action. Instead of leading users to a website or landing page, Click to WhatsApp Ads directly open a chat with your business on WhatsApp, facilitating immediate interaction.

Why should I consider using WhatsApp Advertising for my business?

With billions of users worldwide, WhatsApp is a platform where a significant portion of your target audience is active. Using WhatsApp ads can lead to direct communications, enhanced engagement, improved customer support, and potentially higher conversion rates.

How do I set up Click to WhatsApp Ads?

You’ll first need a WhatsApp Business account to set up these ads. Then, through Facebook’s Ads Manager, you can choose WhatsApp as your campaign’s desired communication channel.

Can I target specific audiences with my WhatsApp ads?

Absolutely! Like other Facebook and Instagram ad campaigns, you can define your target audience based on demographics, interests, behaviours, and more.

Are WhatsApp Advertising campaigns expensive?

The cost will depend on your target audience, bid strategy, and campaign duration. However, given the potential for direct engagement and conversions, many businesses find them a cost-effective advertising solution.

How can I track the performance of my Click to WhatsApp Ads?

You can monitor the performance of your ads through Facebook’s Ads Manager, which provides metrics like click-through rates, engagement, and conversions.

Is there a limit to the number of WhatsApp ads I can run?

No, there’s no specific limit. You can run multiple ads simultaneously, targeting different audiences or promoting various aspects of your business.

Can I integrate WhatsApp Advertising with other marketing strategies?

Definitely! It’s beneficial to integrate WhatsApp ads with your broader marketing strategies, ensuring a cohesive and effective outreach to potential customers.

What if I need assistance or face issues with my Click to WhatsApp Ads?

Facebook provides comprehensive support and resources for advertisers. You can access their help centre or join communities where experts share tips and best practices.

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