## 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

- [Growth & Marketing Studio overview](/hc/ajuda/articles/growth-marketing-overview-en)
- [Social publishing](/hc/ajuda/articles/growth-marketing-social-publishing-en)
- [Launches](/hc/ajuda/articles/growth-marketing-lancamentos-en)
- [Launch Groups](/hc/ajuda/articles/growth-marketing-turmas-de-lancamento-en)