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Capture Data from Click to WhatsApp Ads
Track which Meta ads start your WhatsApp conversations, link those conversations to known customers, and send the resulting conversion events back to Meta. When a customer clicks a Click to WhatsApp Ad (CTWA) on Facebook or Instagram and starts a WhatsApp conversation with your business, Salesforce automatically captures the ad's referral data, including the unique click ID, and stores it in Data Cloud.
| Available in: Lightning Experience |
Available in:
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Turn On Ad Click Capture
You don't need to configure anything in Salesforce to start capturing referral data. Capture starts automatically for any WhatsApp Business number that's connected to Salesforce via the Unified Conversation Platform and selected as the destination of a Click to WhatsApp Ad campaign.
Find the Click ID for a Conversation
Salesforce stores the captured referral data on the Message Engagement DMO in Data Cloud. To find the click ID for a specific WhatsApp conversation, query the Message Engagement DMO and filter by the inbound message that started the conversation.
These fields are added to the Message Engagement DMO:
| Field Label | Description |
|---|---|
| Referral Click ID | The unique click ID (ctwa_clid) that
identifies the specific ad click. Use this ID when you send conversion signals
back to Meta through the Conversions API. |
| Referral Source Type | The type of source that the customer clicked, such as an ad. |
| Referral Source ID | The ID of the source ad or post that originated the click. |
Define Your Conversion Events
Salesforce captures the click ID. Your business defines what counts as a conversion. Examples include:
- A purchase that follows a WhatsApp conversation
- A form that's filled out or an appointment that's booked
- Any downstream business event that's tied to the WhatsApp interaction
After you define your conversion events, update the related DMOs in Data Cloud to record these outcomes so that you can activate them back to Meta.
Send Conversions Back to Meta with the Conversions API
After you capture your conversion events in Data Cloud, use Activation Targets (a native integration with the Meta Conversions API) to send the events back to Meta. Sending conversion signals back to Meta helps Meta's algorithm identify which clicks drive real outcomes, which improves audience targeting and ad performance.
For more information, see Connect to and Activate Data with Meta Conversions API.
The referral block is present only on the first inbound message of a conversation that starts from a Click to WhatsApp Ad campaign. Subsequent messages in the same conversation don't repeat the referral data.
Meta's referral payload is the source of truth for click attribution. If Meta doesn't include a referral block on a message, Salesforce can't attribute the conversation to an ad.
