## Overview

When the **Ads Manager** is active, Conversa Labs exposes an ad-specific automation mesh: **triggers** that
fire when something happens with an ad, **conditions** that check the ad state on the conversation, and
**actions** that act on the campaign, the conversion or the contact. This mesh shows up across the three
automation surfaces of the product — **Automation Rules**, **Macros** and the **Flow Builder** — and all
of them reuse the exact same logic on the server.

Everything is **inert** while the Ads Manager module is off: triggers don't fire, actions have no effect,
and nothing appears in the editors.

## Prerequisites

- The **Ads Manager** module enabled on the account.
- At least one **ad account connected** to a WhatsApp inbox.
- Conversations arriving through **Click-to-WhatsApp (CTWA)** so that ad attribution exists.
- An **administrator** profile to create/edit rules, macros and flows.

## Step by step

1. Open **Settings → Automation** and create a new rule.
2. Pick an **ad trigger** (see below) — for example, "Ad conversation started (CTWA)".
3. Optional: add **ad conditions** to refine when the rule runs (for example, only when the **72h window
   is expiring**).
4. Add one or more **ad actions** (tag as lead, send conversion, pause campaign, adjust budget) — or
   combine them with any other native action.
5. Save and enable. The rule now runs automatically over the account's ad conversations.

## Settings & options

### Ad triggers (Automation Rules)

- **Ad conversation started (CTWA)** — fires when a conversation is opened by an ad click.
- **Ad lead captured** — fires when an ad-sourced lead is recorded.
- **72h window expiring** — fires when only a few hours of the free window remain (a periodic sweep emits
  the event once per window).

### Ad conditions

- **72h window state** — compares the free-entry-point window state: `open`, `expiring` or `expired`.
- **Is an ad conversation** — checks whether the conversation carries ad attribution (present or not
  present).

### Ad actions

- **Pause ad campaign** — pauses on Meta the campaign linked to the conversation.
- **Adjust ad budget** — sets the new daily budget (in currency units) of the conversation's campaign.
- **Send Meta conversion** — fires a conversion event (CAPI) for the conversation, reusing the same
  mechanism as the Conversion tracking module (a `Lead` event by default).
- **Tag contact as ad lead** — promotes the conversation's contact to a **lead**.

### Where each action is available

- **Automation Rules**: all ad actions.
- **Macros** (a manual agent action on the conversation): **tag as ad lead** and **send Meta conversion**.
- **Flow Builder**: a dedicated **Ad action** node (reuses the same executor as the other actions), and
  they are also available in the generic Conversa Labs action node.

## Use cases

- **Don't miss the 72h window**: when the window is *expiring*, fire a follow-up or notify the team
  before the conversation leaves the free window.
- **Qualify automatically**: when an ad conversation starts, tag the contact as a lead and apply
  labels/assignment.
- **Close the loop with Meta**: when the sale is recorded, send the conversion back to Meta to optimize
  ad delivery.
- **Spend control**: pause a campaign or lower its budget from a rule when a business criterion is met.

## Tips, limits & best practices

- Combine the **window state** condition with the **window expiring** trigger to act at the right moment.
- Ad actions **do nothing** if the conversation has no campaign/ad associated — use the **is an ad
  conversation** condition to avoid unnecessary runs.
- **Adjust budget** expects a numeric value in currency units (for example, `50` for 50.00 per day).
- Pause/adjust budget act on Meta asynchronously; the campaign mirror reflects the new state on the next
  sync cycle.

## Troubleshooting

- **The rule doesn't fire**: confirm the Ads Manager module is active and the conversation really came
  from an ad (ad card present on the conversation).
- **The action had no effect**: check that the ad account is `connected` and the conversation has an
  associated campaign.
- **I don't see the ad triggers/actions**: they only appear in the editors when the Ads Manager module
  is enabled on the account.

## See also

- [Ads Manager: overview and connection](/hc/ajuda/articles/growth-marketing-ads-manager-en)
- [Create a messaging conversations campaign in the Ads Manager](/hc/ajuda/articles/growth-marketing-ads-manager-create-campaign-en)
- [The 72h window and metric dashboards in the Ads Manager](/hc/ajuda/articles/growth-marketing-ads-manager-window-insights-en)