When someone writes to you from a Click-to-WhatsApp ad, Meta Ads Manager shows how many conversations each ad brought in, but not how many ended in a sale. With conversions to Meta, 2Chat tells Meta when one of those conversations becomes a lead or a sale. You see which ads really sell, and Meta can show them to people who are more likely to buy.
Before you start
You need a WhatsApp Business API number connected directly with Meta. It doesn't work with WhatsApp Web numbers or numbers connected through another provider.
An admin of the 2Chat account sets it up.
Only conversations that started with a click on a Click-to-WhatsApp ad count. Conversations that come from a QR code, a link on your website or a direct message don't.
Meta doesn't accept these events from businesses in the European Union, Norway, Iceland, Liechtenstein, the United Kingdom and Japan.
Step 1: connect your number with Meta
Go to Channels, open your WhatsApp Business API number and go to the Conversions tab. Click Connect with Meta. 2Chat uses the connection the number already has with Meta, so you don't need to sign in again, and the Meta dataset is created for you.
This tab shows how many leads and sales were sent in the last 7 days, which tags send each event and the status of the latest sends. Use the Send conversions from this number switch to pause sending at any time.
If you see Meta didn't allow connecting conversions, link the number with Meta again and retry. An admin of the Meta business portfolio has to do it.
Step 2: choose which tag tells Meta
Go to Tags, open a tag and go to the Meta ads tab. You can also get there from each tag's ⋮ menu, with Meta ads. Choose what it tells Meta and click Save:
Lead: the person asked for information.
Qualified lead: a lead worth following up, for example someone who booked a visit or a class.
Purchase: a purchase was closed in the conversation.
Don't send: the tag stays in 2Chat only.
On the right, the preview shows what happens with the option you chose. You can use one tag per step, for example Interested for Lead, Trial class booked for Qualified lead and Enrolled for Purchase.
Step 3: add the tag in Live Chat
When the conversation came from an ad and Meta still accepts events about that click, Came from an ad · you can tell Meta until and the date show under the Tags field.
When you open the field, the tags that tell Meta carry the Meta: Lead, Meta: Qualified lead or Meta: Purchase label. If that event was already sent for this conversation's click, the label says already sent.
When you add the tag, 2Chat tells Meta right away and you see Conversion sent to Meta. Conversations that didn't come from an ad don't show the label: the tag is added as usual and nothing is sent to Meta.
It also works in flows: the Add Tag step, with Conversation as the target, has a Send to Meta switch. It's on by default; turn it off if in that flow the tag doesn't mean a lead or a sale. Contact tags don't tell Meta.
Step 4: see the results
In Reports, Meta ads you see, for each ad, the conversations, leads and sales 2Chat sent to Meta, and how many of the conversations ended in a sale. Each conversation counts only once as a lead and once as a sale.
In Meta Ads Manager, results can take a while to show up, and Meta attributes them to each campaign with its own attribution window, so its numbers may not match 2Chat's exactly.
Frequently asked questions
What is shared with Meta? Only the event type (lead, qualified lead or purchase), when it happened and the ID of the ad click. The messages of the conversation are not shared. Purchases are sent without an amount.
How long do I have? Up to 7 days after the ad click. After that, Meta no longer accepts the event. If the person taps an ad again, a new period starts.
What if I add the tag twice or remove it? Meta accepts one event of each type per click, so 2Chat never sends it twice. Removing the tag doesn't delete the event in Meta.
Why do I see "Not sent to Meta"? The message says why: more than 7 days passed since the click, conversions are off for the number, or that event was already sent for that click. The tag is added anyway.
How many conversions does Meta need? To optimize a campaign, Meta asks for about 50 conversions a week. With fewer, it still helps you measure which ads bring leads and sales.