Which ads bring conversations (Ads)

When someone taps an ad with a WhatsApp, Messenger or Instagram button and writes to you, Meta tells OmniBrand which ad it was. The Ads tab adds those conversations up per ad, next to the leads and sales they became. Ads made in Meta Ads Manager count too; you do not connect an ad account.

Before you start

• A connected WhatsApp number, Facebook Page or Instagram account (see WhatsApp Business).
• An ad whose button opens a chat with that number or account. Ads made before you connected the account count from the first message that arrives after.
• The role Owner, Admin, Editor, Reviewer or Viewer with the task Analytics (all of them have it by default). Agents do not see this tab.

Step by step: see what your ads brought in

1. Open WhatsApp broadcasts and press the Ads tab, or go straight to Ads.
2. Choose the Period: Last 7 days, Last 30 days (the default), Last 90 days or Last 12 months. A conversation counts on the day its ad message arrived.
3. Read the cards at the top: Conversations from ads, Leads, Converted, Revenue and Free windows open.
4. Read the table, one row per ad: Ad (picture, headline and Ad ID), Channels, Conversations, People, Leads, Converted, Revenue and Last conversation. The ad with the most conversations is first.
5. Click a row. Ad details opens with the ad's text, Open the ad, the same numbers for that ad and Latest conversations: the contact, the account, when they wrote, their lead stage, and Open in inbox.
6. Press Download CSV for the table as a spreadsheet (it opens in Excel with Arabic intact). Refresh reloads the numbers.

What each number means

• Conversations: conversations that began with a message from this ad. A customer who taps a second ad later is counted for the newer ad.
• People: different people, so the same person on WhatsApp and Instagram (merged in Contacts) counts once.
• Leads, Converted and Revenue: those people's leads on the Leads page, the ones at Converted, and the total Value of the converted ones. Revenue is only as complete as the values you enter on leads.
• Free windows open: WhatsApp conversations from ads that can be messaged free of charge right now (below).

The 72-hour free window

For a customer who came from a Click-to-WhatsApp ad, Meta charges nothing for any message for 72 hours, marketing templates included, as long as you reply within 24 hours of their first message. The window starts at your first reply, whether you or a bot sends it. Meta applies it when the customer wrote from the WhatsApp app on a phone; Meta's invoice is final.

In the inbox the conversation shows Reply before {time}: every message is then free for 72 hours, then Free messaging until {time}, then Free window ended {time}. Free window not opened means nobody replied within 24 hours. The free window does not change what you may send: after 24 hours without a message from the customer you still need an approved template (see Replying on each channel).

People who came from an ad

Each person who arrives from an ad gets the tag ad: plus a short form of the ad's headline in lower case with dashes (or the ad ID when the ad has no headline), for example ad:umrah-offer. Filter Contacts by that tag, or choose it as the tag of a WhatsApp broadcast audience.

Creating ads from OmniBrand

Your ads, at the top of this tab, lists the ads made here with Promote on WhatsApp, with Meta's spend next to these numbers; see Promote on WhatsApp. The table under All ads that brought conversations counts every ad, including ads made in [Meta Ads Manager](https://adsmanager.facebook.com/).

Report conversions to Meta

When a person who came from a Click-to-WhatsApp ad becomes a customer, OmniBrand can tell Meta, so Meta shows your ads to more people like them (Meta's Conversions API for business messaging). Meta receives the WhatsApp Business Account ID, the ad's click ID and, for a sale, the value - no names, numbers or messages.

1. Open Settings → Report conversions to Meta (Owners and Admins change it). There is one card per WhatsApp Business Account, named WhatsApp Business Account and its ID, with its numbers.
2. If the card says Missing permission: whatsapp_business_manage_events, press Grant conversion reporting and allow it in Meta's window.
3. Press Create dataset (Meta keeps the events in a dataset of that account), or paste an ID from Meta Events Manager in Dataset ID and press Save dataset ID.
4. Under What to report tick Purchase: a lead moves to Converted (with its value), QualifiedLead: a lead moves to Qualified and, if you like, LeadSubmitted: your first reply to someone who came from an ad. Choose what When a booking is confirmed, report sends (OrderCreated, QualifiedLead or Nothing) and the Currency of lead values. Press Save. The time reported for QualifiedLead is the moment the lead was moved to Qualified, not a later edit of the lead.
5. Switch on Report conversions for this account.

What happens next: - Every two minutes OmniBrand looks for leads from ads that became Qualified or Converted, confirmed bookings from ad conversations and, if ticked, first replies. Each is reported once, only when the conversation started from an ad on one of that account's numbers and the tap came before the conversion. A sale is reported 10 minutes after the lead moves to Converted, so you have time to enter its Value. - Recent events lists each event with Waiting, Sent, Failed or Expired, and What is sent shows the exact data. The card shows the last 30 days and Last problem. - While the badge says Waiting for Meta approval, events are prepared and listed but not sent. Meta refuses events older than 7 days, so events not sent by then show Expired. - People who wrote from a WhatsApp Status ad have no click ID and are never reported.

If something goes wrong

• No conversations from ads in this period → nobody wrote from an ad in that period. Pick a longer Period. Check that the ad's button opens a chat with a number or account connected in OmniBrand.
• A conversation from an ad has no From ad: (or From an ad) line in the inbox → Meta sends the ad only with the customer's first message after they tap it; someone already talking to you who taps an ad again may not be counted.
• A picture is missing → Meta's picture links expire after some time; the ad icon is shown instead.
• Showing the latest 20,000 conversations. Pick a shorter period to count them all. → the period has more ad conversations than one report reads; choose a shorter Period.
• You see You do not have access to this → ask an Owner or Admin for the task Analytics (Settings → Members).

Related

• Replying on each channel
• WhatsApp broadcasts
• Leads
• Contacts
• Promote on WhatsApp