WhatsApp Conversions API: What is it & How to Use It?

What Is the WhatsApp Conversions API?

The Conversions API is a tool from Meta that allows businesses to send conversion events directly to Meta’s servers, bypassing browsers, cookies, and tracking limitations. Instead of relying solely on the Meta Pixel (which lives on websites), CAPI provides server-to-server tracking.

This is especially valuable for WhatsApp campaigns, where there is no browser involved. If someone chats with your business, completes a purchase, or gets qualified as a lead inside WhatsApp, none of that is captured by the Pixel. CAPI fills that gap.

It’s also a future-proof tool. As privacy regulations tighten and cookies disappear, server-side tracking becomes essential for maintaining performance and attribution.

If you're new to WhatsApp marketing, you may want to start with the WhatsApp Business API overview to understand the foundation of how the API works for business communication.

Why Click-to-WhatsApp Campaigns Need Conversions API to Work

Most Meta ad campaigns are optimized based on signals like page views, add-to-cart events, and purchases tracked by the Pixel. But Click-to-WhatsApp ads don’t trigger those by default.

Without additional tracking, Meta only knows that someone clicked your ad. It has no idea whether they became a lead, booked an appointment, or bought a product.

By using the Conversions API, you can send Meta the missing data. This lets you:

• Optimize campaigns for real business results
• Build better lookalike audiences based on leads and buyers
• Track return on ad spend accurately
• Use Meta’s lead optimization algorithm (instead of link clicks or conversations)

Running ads that send users straight into WhatsApp? You should also read our full Click-to-WhatsApp Ads Guide to understand the setup and strategic use cases behind these campaigns.

Events You Can Track with WhatsApp CAPI

For related strategies, see our articles on WhatsApp Broadcasts and Bulk Messaging and how messaging templates affect engagement and deliverability.

Meta provides several recommended events you can track using the WhatsApp Conversions API. These events help Meta better understand the outcomes of your campaigns and improve optimization over time.

LeadSubmitted
This event should be sent only after someone has completed a qualifying action, such as filling out a form, sharing their contact details, confirming their interest through chatbot responses, or reaching a milestone in your automated workflow. This must reflect a real lead, not just someone who started a chat.

Purchase
Use this event when a customer has completed a purchase. This could include making a payment, receiving an invoice, or confirming an order. You can also track order fulfillment stages, such as shipping confirmation.

Other optional events include:

• ViewContent — when someone views a specific product or content block
• AddToCart — if you’re using WhatsApp to guide users through cart-building flows
• InitiateCheckout — when someone signals their intent to make a purchase

Important: Avoid sending the LeadSubmitted event immediately after someone clicks your WhatsApp ad. That action alone doesn’t mean they’re qualified. Only send it once they’ve taken a clear step that signals real interest or intent to buy.

How to Detect Events in WhatsApp Conversations

To understand when a WhatsApp conversation becomes a meaningful conversion, look for specific actions that indicate strong interest or purchase intent.

Here’s how to detect those events:

• Use chatbot flows that end with a clear qualifying step, like selecting a service, entering contact details, or responding to a CTA (call-to-action). These are structured signals of interest.
• Track intent keywords such as “I want to order,” “ready to buy,” “send me the payment link,” or “book now.” These expressions are strong indicators of readiness.
• Enable your team to manually tag conversations inside your CRM or inbox when a rep determines that the user is sales-ready or has completed a transaction.

This structured approach helps ensure you only send meaningful events to Meta, improving tracking accuracy and campaign performance.

Sanoflow simplifies this by automatically tagging users based on message replies, button clicks, or flow completions. These tags can then trigger the CAPI event behind the scenes.

Sending Events via the Conversions API

Once an event is detected, you’ll want to send it to Meta.

Here are the key technical points (don’t worry, the Sanoflow platform handles this):

• Use ctwa_clid (Click-to-WhatsApp ad ID) to link the event to the ad click
• Send the event within 28 days of the click
• Include a value (use 0 if not available)
• Avoid duplicate event sending
• Use LeadSubmitted or Purchase events, not just “PageView” or “Contact”

Meta then matches the event to your campaign and uses it to optimize targeting and attribution.

Using Sanoflow to Automate CAPI Integration

Need a refresher on how to launch campaigns? Check our guide on how to use WhatsApp Business API for marketing to align automation, audience targeting, and performance tracking.

With Sanoflow, you don’t need to set up servers or write code. Once your account is connected, Sanoflow can:

• Detect when users complete chatbot flows or use tracked buttons
• Tag users automatically based on their replies or actions
• Send CAPI events directly to Meta, mapped to your campaign
• Track conversation outcomes, conversion value, and more

This turns every conversation into a measurable funnel, with automation built in.

What You’ll See in Ads Manager

Once your Conversions API events are connected and sending correctly, you’ll be able to track more than just impressions and clicks. Inside Meta Ads Manager, you’ll start seeing performance data tied directly to actions from your WhatsApp chats.

• The Meta Leads and Meta Purchases columns will show the number of lead submissions or purchase confirmations sent through CAPI.
• If you’ve created custom conversions (like chatbot completions or CRM stages), these will be listed under the Custom Conversions section.
• You’ll also get visibility into ROAS (Return on Ad Spend) and CPL (Cost per Lead) that reflect what’s happening inside WhatsApp, not just on your website.
• Attribution settings help you understand whether the action came after a click or view, using 1-day view or 7-day click attribution windows.

This expanded reporting lets you make smarter budget decisions, compare performance across objectives, and scale campaigns that deliver measurable business outcomes, not just ad engagement.

How to Turn Conversations into Campaign Insights

Learn more about the key benefits of using WhatsApp for marketing in our WhatsApp Marketing Benefits guide.

If you're investing in Click-to-WhatsApp ads but not using the Conversions API, you’re flying blind after the first click.

The CAPI is what turns WhatsApp conversations into clear, trackable outcomes. It helps Meta learn what success looks like, and it helps you spend smarter. With platforms like Sanoflow handling the heavy lifting, getting started takes minutes.

Measure what matters. Optimize what works. And let your WhatsApp campaigns do more than just talk.