## 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).

## 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)
- [Automation and Flow Builder with ad actions](/hc/ajuda/articles/growth-marketing-ads-manager-automation-en)