Growth & Marketing Studio
By Conversa Labs
By Conversa Labs
Page/Form Builder, AI Studio, social publishing, Ads/CTWA/leadgen, launches, launch groups, social automation and Collaboration Network.
Growth & Marketing Studio overview
Overview The Growth & Marketing Studio is the set of Conversa Labs modules focused on the front of the funnel: publishing content to social, driving paid traffic and capturing Meta leads, distributing audiences into WhatsApp groups and growing organically — all connected to the same conversations, CRM, follow-ups and payments engine you already use for support. Instead of bolting together separate tools for post scheduling, ads and engagement, you run your marketing operation inside the platform itself. Every captured lead becomes a Contact, a Conversation, a CRM deal and/or a follow-up enrollment — with no manual integrations. The Studio brings together these modules: - Social publishing — schedule and approve posts on Instagram, TikTok and more. - Ads, CTWA & leadgen — attribute paid traffic and capture Meta leads (messaging-conversation ads — WhatsApp, Messenger and/or Instagram — and lead forms). - Launch Groups — auto-distribute leads into WhatsApp groups by capacity. - Growth Social Automation — monitor and engage on social via a dedicated service. - Collaboration Network / Matrix — organic-engagement pods and affiliation. Prerequisites - An active Conversa Labs account and an administrator user to configure the modules. - Every Studio module is opt-in: it must be enabled for your account (feature flag) and usually requires administrator permission. Some depend on external integrations (Meta, TikTok) or an auxiliary service. - For best results, have the base modules already set up: Inboxes, CRM, Follow-ups and, when you charge, Payments. Step by step 1. Confirm with an administrator which Studio modules are enabled for your account. 2. Capture leads with Meta Ads, CTWA & leadgen (messaging-conversation ads — WhatsApp, Messenger and/or Instagram — and lead forms). 3. Define where leads go (Conversation, CRM, Follow-up, Calendar or a Payments checkout). 4. Produce and distribute content: schedule posts in social publishing with approval. 5. Distribute audiences into WhatsApp groups with Launch Groups. 6. Extend organic reach with Growth Social Automation and the Collaboration Network / Matrix. 7. Track results in each module's funnel reports. Settings & options - Per-module enablement: each Studio item has its own flag and settings area. - External connections: social publishing, Ads and automations use marketing connections (OAuth) with tokens stored encrypted and never exposed. - Lead destinations: configure where each captured lead should flow (CRM, Follow-up, Calendar, etc.). - Auxiliary service: social automation uses a dedicated service connected to your account. Use cases - Scale acquisition through click-to-WhatsApp ads with end-to-end attribution. - Keep a social posting calendar with approval before publishing. - Distribute a large audience across multiple WhatsApp groups automatically (Launch Groups). - Grow organic reach with engagement pods and affiliation. Tips, limits & best practices - Enable modules incrementally — start with capture (Ads/CTWA) and social publishing. - Each social network has its own rules and limits; respect them to avoid blocks. - In WhatsApp groups, respect sending limits to avoid blocks (anti-ban). - Keep lead destinations consistent so you don't duplicate contacts. Troubleshooting - I don't see a Studio module: it may not be enabled for your account or your role — talk to an administrator. - Leads don't appear in CRM/Follow-up: review the destination configured on the ad/leadgen. - Social publishing fails: check the connection (OAuth) and the network's limits/approvals. See also - Social publishing - Ads, CTWA & leadgen - Launch Groups (distribution into WhatsApp groups) - Growth Social Automation - Collaboration Network / Matrix
Social publishing: scheduling and approval of posts
Overview Social publishing is the outbound layer of the Growth Studio: beyond receiving DMs and comments into conversations, you can now publish content to social — feed posts, reels and stories — across multiple profiles, with scheduling, a content calendar, an approval flow and metrics sync back into reports. It's a layer added over the existing channels (it doesn't create a new channel type). You connect the marketing account (Meta/TikTok), bind a profile that can publish, and create posts. Creatives generated in AI Studio can land here as a draft awaiting approval. Prerequisites - Opt-in module: it must be enabled for your account and managing it requires administrator permission. - A marketing connection (OAuth) with the matching network and a profile enabled to publish (Facebook Page / Instagram business account / TikTok account). - Publishing content to social requires platform scopes and app review (Meta/TikTok); the module is typically enabled once that external clearance is complete. - Tokens are stored encrypted and never exposed. Step by step 1. In Growth → Social, connect the network via the marketing connection (OAuth). 2. Bind a profile that will publish (feed/reels/stories per network). 3. Create a post: write the caption, attach media and choose the type (feed, reel or story). 4. Select one or more target profiles. 5. Schedule it (set date/time) or send it for approval, per your flow. 6. Once approved/scheduled, the post publishes automatically at the set time. 7. Track the content calendar and the metrics in the Growth reports. Settings & options - Post types: feed, reel and story (vary by network). - Post states: draft → scheduled → publishing → published | failed, with automatic retries on a temporary error. - Approval: creatives (including AI Studio ones) can require approval before scheduling. - Calendar: a consolidated view across all connected profiles. - Metrics: each post's insights synced into the reports tab. Use cases - Plan a week of content across multiple profiles in a single calendar. - Take an AI-generated creative from draft to published, passing through approval. - Publish launch teasers in a coordinated way across networks. - Measure post engagement alongside the rest of the funnel. Tips, limits & best practices - Each network has format, duration and publishing-rate rules — respect them. - Use approval to keep brand consistency before a post goes live. - Schedule ahead and review media (aspect ratio, size) before publishing. - Reuse AI Studio creatives to speed up production. Troubleshooting - Publishing failed: check the connection (OAuth) and whether the token/profile still has permission. - The post is stuck in "awaiting approval": ask an administrator to approve it. - Metrics don't show: syncing can take some time after publishing. - I can't connect the network: external clearance (app review/scopes) may still be pending. See also - Growth & Marketing Studio overview - Growth Social Automation - Ads, CTWA & leadgen
Ads, CTWA & leadgen with attribution
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 - Social publishing - Launch Groups
Meta Ads Manager
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 1. Enable the module on the account (operator) and confirm the target WhatsApp inbox is active. 2. 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). 3. The connection starts as pending and flips to connected once the token is validated with Meta. 4. 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. 5. 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. Official Meta docs - System users — generate Marketing API access tokens - Marketing API authorization and scopes (ads_management, ads_read) See also - Create a messaging-conversation or lead-form campaign in the Ads Manager - The 72h window and metric dashboards in the Ads Manager - Automation and Flow Builder with ad actions - Ad leads (CTWA): capture and attribution of ad-sourced leads - Conversion tracking: conversion events back to Meta (CAPI) - WhatsApp Cloud inbox: connecting the official number
Create a campaign (Messaging conversations or Lead form)
Overview The Conversa Labs campaign wizard creates the whole structure on Meta (campaign → ad set → creative → ad) in one go, always paused, so you can review it before publishing. It covers two objectives: - Messaging conversations — the ad button opens a conversation on WhatsApp, Messenger (your Page inbox) and/or Instagram, depending on the destinations you pick; leads land attributed in your inbox. - Lead form (Lead Ads) — an instant form opens inside Facebook/Instagram and every submission becomes a contact and a lead in Conversa Labs automatically. Prerequisites - A connected Ad Account with a Facebook Page bound (see "Ads Manager: overview and connection"). Instagram is detected automatically when the Page has a professional account linked. - For the WhatsApp destination: the Page needs a WhatsApp account linked — follow Meta's official guide at Connect your Facebook Page to WhatsApp. - For the Instagram destination: the Page needs a professional Instagram account linked (how to link). The Messenger destination only needs the Page. - For Lead form: a Page admin must accept Meta's Lead Ads Terms of Service once — see the "Lead Ads" article. - An active payment method on the ad account (Meta payment settings). The wizard's Objective step shows a live readiness checklist: every external prerequisite appears with the official Meta guide link so you fix it in the right place. Step by step 1. In Ads Manager, open the Campaigns tab and click New campaign. 2. Objective — pick the ad account and the objective (Messaging conversations or Lead form). On messaging campaigns, tick the destinations: WhatsApp, Messenger and/or Instagram — each card shows the connected identity (number, Page or @username). With two or more destinations, Meta uses the automatic destination and sends each person to the app where they are most likely to reply. Pending setup shows here with the official guides. 3. Audience — search locations (country, state or city) with autocomplete, set age and gender. Select the account's custom & Lookalike audiences — or create a Lookalike on the spot from any existing audience (1% to 10% similarity, in your target country). To seed with YOUR data, create an audience from converted leads (or all ad leads): the platform hashes phone/e-mail and uploads them to Meta — it requires a one-time acceptance of the Custom Audience Terms, and the audience becomes a Lookalike source once 100+ people match (~1h) — the "Preparing" badge clears when Meta finishes. Hover an audience to delete it (removed on Meta too). Enable the Advantage+ audience to let Meta expand beyond the drawn audience, and pick placements: Automatic (Advantage+), recommended, or manual per platform — Facebook, Instagram, Messenger, Audience Network and WhatsApp Status, each with its positions (feed, stories, reels, search, apps and sites). WhatsApp Status requires the Instagram story placement alongside; the wizard pairs them automatically. The audience estimate refreshes live. 4. Creative — write the primary text, headline and description, or tap the Maestro copilot ✨ on each field to generate/improve the copy with AI (it uses the objective, audience and Page as context). For the media, choose Image or Video: upload a file, pick one from the Media Library or use Create with AI to generate the creative with Maestro — add up to 3 reference images (from the Media Library or an upload) so the AI follows your product/brand style, and you preview, redo and adjust before using it. Text fields also accept voice dictation (microphone icon): speak and the transcription lands in the field, in the account's language. Videos (MP4/MOV up to 50MB) are processed by Meta; wait for the Video ready badge. On messaging campaigns, configure the welcome conversation (it applies to WhatsApp, Messenger and Instagram): the message people see when the chat opens, plus a ready message or up to 4 frequent questions (each with an optional automatic reply). On WhatsApp-only campaigns you can additionally use an in-WhatsApp form (a published WhatsApp Flow from your inbox) and an optional call to action (Call now, View catalog or Visit website). Blank fields keep Meta defaults. For lead campaigns, select (or create on the spot) the instant form. The live preview shows the ad on the Facebook feed, Instagram feed and Stories — rendered by Meta itself. 5. Budget — name the campaign, choose a daily or lifetime budget (lifetime requires an end date) and optionally schedule start and end. Your account's minimum daily budget shows as a hint. For extra control, set an optional bid cap per result — blank keeps Meta's highest-volume strategy. 6. Review — check the summary and click Create (paused). The campaign lands paused on Meta with the full chain. To go live, use Activate on the campaign list or detail. Settings & options - Campaign detail — click Details on the list for KPIs, the mirrored structure (ad sets → ads → creatives), budget editing and the attributed leads. - Manual placements — Instagram is only available when the Page has a professional account linked (how to link). - Image — recommended 1080×1080 (feed) or 1080×1920 (stories); JPG/PNG up to 8MB. - Video — MP4 or MOV up to 50MB; Meta auto-generates the thumbnail (or use an image of yours as the cover). - Maestro copilot — the ✨ and Create with AI buttons appear for administrators when Maestro is active on the account. Image/video generation uses the Maestro agent's generative tools — enable them in the agent settings. With reference images, the AI edits/guides from your material (on video, the reference becomes image-to-video); voice dictation uses Maestro's native transcription. - Automatic draft — the wizard saves everything while you fill it in; if you close without finishing, reopening puts you right back where you stopped (or discard the draft to start clean). - Media Library — uploaded or AI-generated creatives are automatically filed under Ads → your ad account, ready to reuse. - Multiple ad accounts — connect as many accounts as you need; with 2+ connected, a switcher at the top picks which account feeds every tab (campaigns, KPIs and insights), and the choice is remembered. - Filters and period — on the Campaigns tab, search by name and filter by status (All/Active/Paused); on Overview and Insights, switch the period between 7, 30 and 90 days. - Quick and bulk actions — every row has icons to view details, activate/pause, open the campaign in Meta Ads Manager and delete (two-step confirmation). Select several campaigns (or Select all) to activate, pause or delete in bulk. Use cases - A regional CTWA campaign placed only on Instagram stories for a flash promo. - A lead-form campaign capturing quote requests, with a custom question, flowing straight into follow-ups. Tips, limits & best practices - Everything is born paused — review the preview before activating; nothing is spent until then. - Meta validates the campaign at creation: if something external is missing (Page WhatsApp link, lead terms), the error shows the exact instruction and the guide link. - Budgets use the account currency; respect the minimum daily budget shown in the wizard. - With a video creative, Next stays locked until Meta finishes processing (the Video ready badge) — publishing earlier would fail on Meta itself. Troubleshooting - "account not ready for ctwa" — the Page has no WhatsApp linked. Follow the official guide and retry (or create the campaign with only Messenger/Instagram as destinations). - Instagram card disabled in the destinations — the Page has no professional Instagram account linked. Use the guide link on the card itself. - "account not ready for lead_form" — accept the Lead Ads Terms with a Page admin. - Instagram preview doesn't render — link a professional Instagram account to the Page. - Ad account disabled — check its status in Account Quality. See also - Ads Manager: overview and connection - Lead Ads - 72h window and insights - Ads automation
The 72h window, insights and ad automation
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 - Create a messaging conversations campaign in the Ads Manager - Automation and Flow Builder with ad actions
Automation and Flow Builder with ad actions
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 - Create a messaging conversations campaign in the Ads Manager - The 72h window and metric dashboards in the Ads Manager
Lead Ads: instant forms and lead capture
Overview Lead Ads are Facebook/Instagram ads with an instant form: people fill it without leaving the app, with name, email and phone prefilled by Meta. In Conversa Labs, every submission becomes a contact + lead automatically — deduplicated, attributed to the campaign and ready for follow-ups, CRM and conversions. Prerequisites - A connected Ad Account with a Facebook Page bound. - Lead Ads terms accepted: a Page admin accepts them once at facebook.com/ads/leadgen/tos. Without it Meta refuses the campaign (the error shows this link in the wizard). Learn more at About Lead Ads Terms. - A privacy policy URL for your business (Meta requires it on every form). Step by step Create an instant form 1. In the campaign wizard, pick the Lead form objective and, on the Creative step, click New form. 2. Give the form a name. 3. Pick the questions: full name, email and phone (prefilled by Meta) and, optionally, a custom question. 4. Enter the privacy policy URL (required) and the website URL (required — the thank-you screen button destination). 5. Optional: customize the thank-you screen (title and message). 6. Click Create form — it is created directly on your Meta Page and gets selected right away. Receive the leads Nothing to configure: submissions arrive via webhook (when the Page has a Facebook inbox) and via an automatic sweep every 15 minutes (for any install), always deduplicated. Each lead: - becomes (or enriches) a contact with name, email and phone; - shows on the Ads Manager Leads tab, with its source form and campaign; - fires the Ad lead captured automation event and the Lead conversion back to Meta (when conversion tracking is on). Settings & options - Reusing forms — the picker lists every active form on the Page (including ones created in Meta's own Ads Manager); use Refresh to re-sync. - Leads per campaign — the campaign detail's Leads from this campaign section shows the attributed submissions. Use cases - Quote capture with a custom question ("What is your monthly budget?") feeding the CRM. - A launch waiting list flowing straight into a follow-up sequence. Tips, limits & best practices - Lead data is personal data: use it per your privacy policy and applicable law (Meta forbids reselling lead data). - Forms created here also show in Meta's Ads Manager — it is the same object. - Lead-form campaigns do NOT depend on the Page↔WhatsApp link (that is only required for the WhatsApp destination in messaging-conversations campaigns). Troubleshooting - "You can't run lead ads until your Page accepts the Terms…" — Meta's own message: accept at facebook.com/ads/leadgen/tos with a Page admin and create the campaign again. - "Missing fields: FollowUpActionURL" — fill the website URL on the form (required). - Leads not showing — check the campaign is active on Meta and wait for the next sweep (up to 15 minutes). The lead shows with its linked contact on the Leads tab. See also - Create a campaign (Messaging conversations or Lead form) - Ads conversion tracking - Automatic follow-ups
Launch Groups: WhatsApp group distribution
Overview Launch Groups solve a classic problem for anyone gathering an audience in WhatsApp groups for a launch: the group fills up and the invite link "dies". With this module you create a distribution with a single smart link. Whoever clicks is routed to the currently open group; when that group reaches the defined capacity, the platform creates/opens the next batch automatically and starts routing new leads to it. It's a capacity-based rotation engine: you promote a single link and the system keeps a destination with room available, with no need to swap the link by hand every time a group fills. Prerequisites - Opt-in module: it must be enabled for your account (feature flag launch_group_distribution) and managing it requires administrator permission. - A working WhatsApp channel for the distribution's groups. - The distribution stays inert until an administrator creates and activates a batch — nothing happens by default. Step by step 1. In Growth → Launch Groups, create a new distribution. 2. Set the capacity per group (up to the limit WhatsApp supports). 3. Point to the initial group/batch that will receive the first leads. 4. Activate the distribution and copy the generated smart link. 5. Promote that single link (ads, capture page, posts, etc.). 6. As groups fill, the system opens the next batch and redirects automatically. 7. Track batch status (how many groups, occupancy and which one is open). Settings & options - Per-batch capacity: defines when a batch is considered full and rotation advances. - Smart link: a single public address that always leads to a group with room. - Automatic rotation: creates/opens the next batch when the current one reaches capacity. - State: the distribution only works when created and activated by an administrator. Use cases - Launch warm-up gathering thousands of people into groups without swapping the link. - Batch-based communities, keeping each group within a manageable size. - Combine with Launches to fill the groups during the pre-launch phase. - Use the same link in click-to-WhatsApp ads and on the capture page. Tips, limits & best practices - Respect WhatsApp's member limit when setting batch capacity. - Watch the join rate to avoid triggering WhatsApp anti-spam blocks. - Always promote the smart link — never the direct link of a specific group. - Monitor occupancy to ensure there's always a batch with room. Troubleshooting - The link doesn't route to a group: check that the distribution is active and has an open batch. - New leads don't enter a new batch: confirm the capacity and that rotation is enabled. - I don't see the module: it may not be enabled for your account or your role. See also - Growth & Marketing Studio overview - Ads, CTWA & leadgen
Growth Social Automation: social monitoring and engagement
Overview Growth Social Automation is the native monitoring and engagement engine for social networks (Instagram, TikTok and YouTube). Unlike social publishing (which sends posts), this module observes and interacts: it follows profiles, content and interactions, and can perform engagement actions (like/comment/reply), funneling results into prospects, Contacts and follow-up cadences. To reach capabilities the official APIs don't cover, the module runs over a dedicated auxiliary service (a social-automation "gateway") — an operational component that the team administering the platform connects. You use the features inside the dashboard; running the service is the administrator/operator's responsibility. Prerequisites - Opt-in module: it must be enabled for your account (feature flag growth_social_automation) and managing it requires administrator permission. - The auxiliary service (social-automation gateway) connected by the operator. - A connected social account/profile for monitoring and engagement. - The module stays inert until an operator connects a social account. Step by step 1. Confirm with the administrator that the module and the auxiliary service are available. 2. In Growth → Social Automation, connect the social account/profile to monitor. 3. Define what to monitor (profiles, content, keywords) and which engagement actions to allow. 4. Configure the destination for relevant interactions (prospect → Contact → follow-up). 5. Track prospects and results in the module's reports/statistics. Settings & options - Monitoring: following profiles and content on the supported networks. - Engagement: actions such as like, comment and reply, per the rules you define. - Funnel to Contacts: relevant interactions can become prospects and Contacts. - Auxiliary service: the automation gateway is an operational component managed by the operator. Use cases - Identify and engage potential customers who interact with certain content. - Turn social interactions into Contacts and start a follow-up cadence. - Monitor strategic profiles and topics for the marketing operation. - Complement social publishing with an active engagement layer. Tips, limits & best practices - Respect each network's terms and limits to avoid blocks. - Use moderate engagement rates — aggressive automation raises the risk of blocks. - Keep the Contact destination consistent so you don't duplicate records. - Combine with AI Studio and social publishing for a complete operation. Troubleshooting - Actions don't run: check that the auxiliary service is connected and the social account active. - I don't see prospects: review the monitoring criteria and the configured destination. - The social account dropped: reconnect the profile and check the network's limits/policies. - I don't see the module: it may not be enabled for your account or your role. See also - Growth & Marketing Studio overview - Social publishing - Collaboration Network / Matrix
Collaboration Network / Matrix: engagement pods and affiliation
Overview The Collaboration Network (the Matrix) is a layer of collaborative organic engagement and affiliation built on top of the social-automation engine. The idea is simple: instead of a single profile trying to grow alone, collaborators combine efforts — they engage with each other's content (mutual-boost pods) or with a specific target (boost-target), accumulating points for participation. The operation gets a dashboard to manage collaborators, pods and rules; each external collaborator accesses their own portal (via link) or a widget to see tasks and their performance. All of this plugs into the front of the funnel to amplify the organic reach of your campaigns. Prerequisites - Opt-in module: it must be enabled for your account (feature flag social_collaboration) and managing it requires administrator permission. - The Growth Social Automation engine available (the Matrix is built on top of it). - Collaborators connecting their social profiles to take part in pods/targets. Step by step 1. In Growth → Collaboration Network, enable the Matrix and open the management dashboard. 2. Invite collaborators (they access a portal via link/magic-link or a widget). 3. Create a pod (mutual boosting among members) or a boost-target (a target to amplify). 4. Define the participation rules and the points counted per action. 5. Collaborators receive engagement tasks and record their participation. 6. Track the points leaderboard and the network's performance in the dashboard. Settings & options - Mutual-boost pods: members engage with each other's content. - Boost-target: the network concentrates engagement on a specific target. - Scoring: a points ledger per participation, the basis for rankings and rewards. - Collaborator portal: external access via link/magic-link, plus a widget. - Operator dashboard: managing collaborators, pods, rules and tracking. Use cases - Boost the organic reach of a launch with a pod of collaborators. - Concentrate engagement on a key piece of content (boost-target) over a period. - Structure an affiliation/collaboration program with scoring and recognition. - Complement paid traffic (Ads) with coordinated organic amplification. Tips, limits & best practices - Respect the social networks' terms — engagement must be authentic and within the rules. - Set clear scoring rules to keep the network fair and engaged. - Start with a small pod and expand as the operation matures. - Combine with AI Studio and social publishing to supply the network with content. Troubleshooting - The collaborator can't access the portal: resend the link/magic-link and confirm the invite. - Actions don't score: review the scoring rules and whether the profile is connected. - The network isn't engaging: check that the Social Automation engine is active and pods are configured. - I don't see the module: it may not be enabled for your account or your role. See also - Growth & Marketing Studio overview - Growth Social Automation - Social publishing
Ad leads: yours vs third-party (external)
Overview In the Ads Manager Leads tab, every Click-to-WhatsApp (CTWA) ad click becomes a lead attributed to its source campaign. But not every lead there is yours: if your connected number clicks another advertiser's ad, the pre-filled message goes out from your number and the platform still receives the ad attribution — except it's the opposite of the lead you want. To keep these apart, the platform classifies each lead as Yours or External: - Yours — a contact clicked your ad and messaged you. A real lead. - External — it was your connection that clicked a third-party ad (or the ad isn't one of your synced ads). It's kept for reference, but it's not a lead of yours. External leads are not counted in Total, ROAS, and they don't fire a conversion (CAPI) back to Meta. That way the dashboard reflects only your real results. Prerequisites - The Growth Ads module enabled on the account. - Nothing to set up: the classification is automatic and retroactive (existing leads were reclassified). How the platform decides (two signals) 1. Direction — if the ad message was outbound (your number initiated the click), the lead is marked external (reason self_click). A legitimate Click-to-WhatsApp ad is always inbound (the contact messages you). 2. Ownership — if the ad (source_id) is not among your synced ads, it belongs to another advertiser and the lead is external (reason foreign_ad). If the account hasn't synced any ads yet, the platform gives the benefit of the doubt and keeps it as yours. Step by step 1. Open Ads Manager → Leads. 2. Use the ownership tabs at the top of the list: - Yours (default) — only your real leads. - External — third-party ads your connection clicked. - All — both together. 3. In the KPI row, the External number shows how many third-party clicks exist (outside Total). 4. An external lead's row shows an External badge. Open the lead to see the detail panel: a banner explains why it's external (you clicked the ad, or the ad belongs to another advertiser) and reminds you it does not count in Total, ROAS or CAPI. Settings & options - Fix it manually: when your ad account is not synced, auto-detection can't always tell your ad from a third-party's. Open the lead and use Mark as mine or Mark as third-party — tick Apply to every lead from this ad to correct the whole ad at once. - Sync your ad account to make auto-detection accurate: ownership is then checked automatically (an ad that isn't yours becomes external on its own). - External leads are still kept (conversation, contact and attribution preserved). Nothing is deleted. Use cases - Clean up the dashboard: view only your real leads under Yours to measure ROAS without noise. - Audit team clicks: under External, see which competitor ads your number clicked. Tips, limits & best practices - Sync your ad account to improve the ownership signal — without synced ads, the platform can't tell "your ad" from "a third-party ad" and keeps it as yours. - An external lead never promotes the contact to Lead or fires a conversion to Meta. Troubleshooting - One of your leads shows as external? Check that the ad is synced (ad account connected) and that the conversation's first message was really inbound. - Want to see everything together? Use the All tab. See also - CTWA ads and lead forms - Ads conversion tracking (Meta CAPI)
Ads conversion tracking (Meta CAPI)
Overview The platform already captures paid traffic: click-to-WhatsApp ads (CTWA) and lead-form leads (leadgen) arrive attributed to their source campaign. Conversion tracking is the other side of that loop: it sends back to Meta the events that happen afterwards — a captured lead, a first contact, a closed sale — through the Conversions API (CAPI). With it, Meta can optimize campaigns on real outcomes (not just the click), and you measure cost per conversion and return on ad spend with real data. Key points: - Configuration is per inbox (each WhatsApp/ads inbox has its own destination). - Events are deduplicated by a deterministic identifier — the same sale is never counted twice. - The token never appears in the UI (only its presence and the last 4 characters). - The active provider today is the Meta Conversions API; Google Ads and TikTok exist as prepared scaffolding but do not send events yet. Capture (CTWA/leadgen) and conversion are distinct modules. This article covers only sending events back to Meta. For capture and attribution, see the Ads/CTWA/leadgen article. Prerequisites - Opt-in module: your account needs the ads_conversion_tracking flag enabled. It is different from the capture flag (growth_ads) — you can have capture without conversion sending. - Administrator permission (all configuration and manual triggering are admin-only). - A WhatsApp Cloud inbox with the WhatsApp Business Account (WABA) and a Meta token with Conversions API permission. WhatsApp Web, 360dialog or Twilio inboxes have no WABA — in those cases the Dataset ID and token are entered manually. - Dark-ship: when created, the configuration starts off (enabled = false). Nothing is sent until you flip the switch — by design, so you validate first. Step by step 1. Open the Inbox Settings for the inbox you want and go to the Conversions tab. 2. Token: check use the channel token to reuse the inbox's own credentials (WhatsApp Cloud already provides the WABA and a usable token). On channels without a WABA, paste the Meta token. 3. Dataset ID: click discover automatically — the platform looks the dataset up from the WABA on the Graph API and fills the Dataset ID for you. On channels without a WABA, enter it manually. 4. Test code: enter the test event code (find it in Meta Events Manager, under Test Events). 5. Run a test event: the platform fires synthetic LeadSubmitted and Purchase events straight to Meta with the test code. Confirm they show up under Test Events in Events Manager. 6. Only after the test passes, flip the switch (enabled). From then on, lifecycle events start being sent for real. The test event bypasses the master switch and the triggers (it exists precisely to validate the wiring before going live). It requires a test event code and valid Meta credentials. Settings & options Lifecycle triggers (each one turns an event on/off): | Option | Event sent | Default | | --- | --- | --- | | lead_on_capture | LeadSubmitted when the lead is captured | On | | contact_on_first_message | ViewContent on the contact's first message | Off | | purchase_on_won | Purchase when the deal is won in the CRM | On | | purchase_on_payment | Purchase when a payment is confirmed | On | | custom_on_lost | one supported event selected in lost_event_name | Off / no event | - Events Meta accepts for business messaging: LeadSubmitted, QualifiedLead, ViewContent, AddToCart, InitiateCheckout and Purchase. Meta rejects website-CAPI names (Lead, Contact, Schedule) and custom events such as Lead_Lost in this flow. - CRM stage → event map (stage_event_map): map a pipeline stage to one of those six supported events to report intermediate milestones beyond won/lost. - Advanced matching: improves matching by sending extra user signals (always hashed — no raw personal data ever leaves the platform). - API version (meta_api_version, default v25.0) and partner agent (meta_partner_agent, default Conversa Labs): identify your calls to Meta. - Write-only token: the token is stored and masked — the UI shows only that it exists and the last 4 characters. Saving with the field blank keeps the stored token; there is an explicit action to clear the token when needed. Ledger & manual triggering Every send attempt becomes a row in the conversion ledger, with the delivery state: - pending (processing), sent (delivered to Meta), failed (failed) or skipped (ignored). - The ledger stores only the hashed / non-PII body that was sent, plus Meta's reply for debugging. - Each lead has its own ledger — open the lead to see every event sent for it. Manual triggering (admin): from a lead, you can force an event — for example, record a Purchase for a lead that converted outside the CRM. Manual triggering: - uses a deterministic per-(event, lead) identifier, so re-clicking the same event deduplicates (no double count) but retries if the previous attempt failed; - accepts only the six business-messaging events listed above; legacy Lead and Contact values sent to the API are normalized to LeadSubmitted and ViewContent; - requires conversions to be enabled on the lead's inbox. Reports The Ads report includes the conversion delivery metrics, side by side with attribution: - Sent (sent), failed (failed) and skipped (skipped). - Value delivered to Meta — the sum of the value of delivered events (handy to check what was actually returned as revenue). skipped events are expected when a deal has no ad attribution: the platform records the event as skipped (visible in the leads center) instead of sending something with no source. Providers - Meta Conversions API — active provider (v1). Sends business-messaging (WhatsApp) events to your WABA's dataset, auto-discovering the Dataset ID when it isn't provided. - Google Ads and TikTok — exist as prepared scaffolding in provider_settings but do not send events in this version. They stay off by default. Use cases - Optimize WhatsApp campaigns on the captured lead and the closed sale, not just the click. - Return the sale value to Meta to compute ROAS per campaign. - Manually record a Purchase for a customer who bought through a channel outside the CRM. - Report intermediate funnel milestones by mapping CRM stages to Meta events. Tips, limits & best practices - Always test first: run the test event and confirm it in Events Manager before flipping the switch. - Idempotency: rely on the deterministic deduplication — won and payment for the same deal collapse into a single delivered Purchase. - No attribution = skipped: if you see many skipped, check that conversations/leads are really arriving with the ad reference (a healthy CTWA/leadgen capture). - Token security: never share the token; it is stored encrypted and never displayed. - Sending never breaks the flow: a delivery failure is recorded in the ledger, it does not interrupt the conversation or the CRM. Troubleshooting - conversions_not_enabled: the ads_conversion_tracking flag is off for the account, or the inbox switch is off. Enable the flag and turn on the inbox configuration. - Dataset not found (no_conversions_dataset): click Detect or create again. The operation is idempotent: it returns the existing dataset or provisions one for the WABA. If it persists, enter the Dataset ID manually and check the Graph API version. - Invalid event (invalid_conversion_event): choose one of the six supported business-messaging events. Website events and custom names are not accepted by Meta in this flow. - no_permission: the token lacks scope/validity for the Conversions API. Generate a token with the right permission and redo the configuration. - The test event doesn't appear in Events Manager: confirm the correct test event code and that the token and WABA belong to the same ad account; check under Test Events. - Events coming out as skipped: the deal has no ad attribution — review the capture (CTWA/leadgen) before sending. See also - Ads, CTWA and leadgen with attribution - Growth & Marketing Studio overview - Payments overview