Meta Ads Manager

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Conversa Labs

Last updated on Jul 16, 2026

Overview

The Ads Manager integrates the platform with the Meta Marketing API, focused on Messaging conversations campaigns: the ad takes the customer straight into a conversation on WhatsApp, Messenger and/or Instagram, depending on the destinations you pick. In WhatsApp conversations, the conversation becomes a lead attributed to the ad, the sale goes back to Meta as a conversion, and performance shows up in native metrics.

It completes the two existing ads modules:

Ad leads (CTWA) — capture and attribution of everyone arriving through an ad;
Conversion tracking — sending conversion events back to Meta (CAPI).

With the Ads Manager, the ad account (act_<id>) is connected to a WhatsApp inbox and the platform keeps a read-only mirror of your campaigns, ad sets, ads and creatives, synced periodically.

Prerequisites

The Ads Manager module enabled on the account (it ships disabled by default and is turned on by the installation operator).
A Meta ad account (act_<id>) with management permission.
A Facebook Page and a WhatsApp Cloud number linked to the ad account.
An access token carrying the Meta ads scopes (ads_management, ads_read, business_management, pages_show_list, whatsapp_business_management).
An administrator profile on the account.

Step by step

Enable the module on the account (operator) and confirm the target WhatsApp inbox is active.
Connect the ad account (automatic flow): pick the WhatsApp Cloud inbox and the platform reuses the inbox's own token to auto-list the reachable ad accounts — you just pick one (you never type the act_<id>). If that token has no ads scope, paste a Business Manager system user token and the list loads the same way. Each ad account connects to one inbox (1:1 relationship).
The connection starts as pending and flips to connected once the token is validated with Meta.
From then on the platform periodically syncs the mirror of campaigns, ad sets, ads and creatives for the account (default interval of 60 minutes, adjustable per connection), and you can force an update with the connection's Refresh action.
Follow the leads and conversions generated by your ads in the Ad leads and Conversion tracking modules — the ad attribution shows up on the conversation itself.

Settings & options

Token type: system user (recommended — never expires) or user (automatically renewed before expiry by a maintenance job).
Sync interval: minutes between reads of the ads structure (default 60).
Connection status: pending, connected, error or revoked — the last error is stored on the connection for diagnosis.
Masked token: for security the token is never displayed after saving; the UI shows only the last 4 characters.

Use cases

Single conversation-ads hub: follow messaging-conversation campaigns (WhatsApp, Messenger and Instagram) and the conversations they generate in the same place your team answers.
End-to-end attribution: know which ad started each conversation/lead and send the conversion back to Meta to optimize delivery.
Cost per conversation: measure ad performance by what matters — conversations and sales, not clicks.

Tips, limits & best practices

Prefer a Business Manager system user token: it never expires and survives user password changes.
An inbox accepts one connected ad account (and vice versa within the account).
The Ads Manager covers the full loop inside the inbox: account connection, the mirror of campaigns/ad sets/ads, creating and activating/pausing messaging-conversation campaigns, budget adjustment, audiences, the 72h free-window tracking and the metric dashboards (spend, conversations, ROAS).
The CTWA free 72h entry-point window counts from the ad click — prioritize replying inside it.

Troubleshooting

Connection in error: the token was rejected by Meta (expired, password changed, permission removed). Generate a new token and reconnect; the reason is stored in the last-error field.
Connection revoked: access was revoked in Business Manager — reconnect with a valid token.
Empty mirror: confirm the connection is connected and wait for the next sync cycle (or use Refresh).
Permission denied while connecting: check the token carries all the ads scopes listed in the prerequisites.