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Ads, CTWA & leadgen with attribution

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Conversa Labs

Conversa Labs

Last updated on Jun 27, 2026

Overview

The Ads module connects Meta paid traffic to your conversations operation. It covers two main paths:

  • CTWA (Click-to-WhatsApp) — when someone clicks an ad that opens WhatsApp, the conversation arrives with the ad referral (its source). The platform uses that data to attribute the conversation to the campaign, with nothing to wire by hand.
  • Lead Ads (leadgen) — leads submitted through Meta ad forms are ingested and become Contacts, and can enter follow-up cadences and the CRM.

With this, you know which ad each conversation/lead came from and measure the funnel end to end.

Prerequisites

  • Opt-in module: it must be enabled for your account (feature flag growth_ads) and managing it requires administrator permission.
  • For CTWA: a WhatsApp channel already receiving conversations (the ad referral arrives with the conversation).
  • For leadgen: the Meta integration configured to receive ad-form events (Lead Ads).

Step by step

  1. Enable the Ads module in Growth and confirm administrator permissions.
  2. CTWA: run click-to-WhatsApp ads normally on Meta. When a conversation originating from an ad arrives, the platform records the attribution automatically.
  3. Leadgen: connect the ad forms (Lead Ads) so leads are ingested.
  4. Verify that leads/conversations are becoming Contacts and, if desired, entering CRM and Follow-ups.
  5. Track attribution and campaign performance in reports.

Settings & options

  • CTWA attribution: reads the ad referral that comes with the conversation to link it to the campaign.
  • Leadgen ingestion: receives leads from ad forms and turns them into Contacts.
  • Destinations: attributed leads/conversations can feed the CRM and follow-up cadences.
  • Conversions: the conversion event can be propagated back to Meta when the conversions integration is configured.

Use cases

  • Know exactly which campaign generated each WhatsApp conversation.
  • Capture Lead Ads leads and automatically start a recovery cadence.
  • Measure the ad → conversation → deal → sale path in one funnel.
  • Compare campaign performance to reallocate budget.

Tips, limits & best practices

  • Keep WhatsApp and the Meta integration healthy so you don't lose attribution.
  • Combine CTWA with Follow-ups to respond fast and lift conversion.
  • Use launches to coordinate dated campaigns.
  • Respect the platforms' ad and data policies.

Troubleshooting

  • The conversation wasn't attributed: confirm the ad is click-to-WhatsApp and that the referral arrived with the conversation.
  • Ad leads don't show up: review the leadgen ingestion setup with Meta.
  • I don't see the module: it may not be enabled for your account or your role.

See also