Overview
When a customer arrives from a Click-to-WhatsApp ad, Meta opens a free 72-hour window for the conversation (service messages inside it are not charged). Conversa Labs records that window per conversation and shows ad spend and conversations in Insights, and lets you build automations from ads.
Prerequisites
- The Ads Manager feature (for insights) and/or Ads (CTWA) enabled.
- A conversation started from a CTWA ad (the ad card appears in the conversation).
The 72h window
- The clock starts at the customer's first message after tapping the ad.
- States: open, expiring (less than 6h left) and expired.
- Use the window state as a condition in Automations and the Flow Builder (e.g. reply only while the window is open).
Insights
The Insights/Overview tab shows, per period:
- Spend, impressions, clicks, reach.
- Conversations started by the ads.
- Cost per conversation and ROAS (using the value of attributed conversions).
The numbers refresh periodically from Meta (daily snapshot, no double counting).
Ad automation
In the Automations builder (and the Flow Builder) you can:
- Conditions: "conversation is from an ad", "72h window state".
- Actions: tag contact as lead, send conversion to Meta (CAPI), pause campaign, adjust budget.
Tips, limits & best practices
- Prioritize replying within the 72h window to use the free period.
- Use "send conversion to Meta" when a deal is won to optimize ad delivery.
Troubleshooting
- Insights are zero: wait for the next sync (hourly) or confirm the account is Connected.
- No window shown: the conversation must have come from a CTWA ad (ad card present).