Campaigns
Every Meta ad click that lands in WhatsApp gets tracked: source campaign, ad creative, audience, eventual conversion. Optimize ad spend with real outcome data, not vanity metrics.
Attribution
Every CTWA click tracked
Capture
Click → first message
Conversions
Back to ad source
ROAS
True attribution
When a customer arrives via a Meta CTWA ad, Edesy captures the source campaign ID, ad set, creative, and audience automatically.
When the customer eventually converts (lead, order, booking), Edesy links the conversion back to the original ad — fully closed-loop attribution.
See which campaigns, ad sets, and creatives drive actual conversions — not just clicks. Stop wasting budget on ads that get clicks but no business.
Which Meta audiences actually convert in WhatsApp? CTWA data lets you build better lookalike audiences based on real conversion behavior, not just clicks.
Route CTWA arrivals to ad-specific bot flows. Lead-gen ad gets the qualification bot; product ad gets the catalog bot. Per-ad conversion paths.
Push WhatsApp conversion events back to Meta's Conversions API so Meta's optimization algorithms can learn from your real outcomes.
A Facebook or Instagram CTWA ad with 'Send Message' CTA. Customer taps; Meta opens a WhatsApp chat with your business number and a pre-filled message.
The pre-filled message includes an opaque Meta-issued token. Edesy decodes it to extract: ad campaign ID, ad set ID, ad creative ID, audience ID, click timestamp.
The customer chats with your bot (or agent), unaware that any attribution is happening. The source ad data is attached to their contact record as custom fields.
Bot completes the conversation with a successful outcome (lead captured, appointment booked, order placed). The conversion event references the original ad attribution.
Edesy posts the conversion back to Meta Conversions API (so Meta's optimization improves) AND to your own analytics (Google Analytics, mixpanel, BI tool of choice).
| Feature | Edesy | Typical platform |
|---|---|---|
| Auto-capture ad source | Manual UTM | |
| Per-ad ROAS reporting | ||
| Meta Conversions API push | ||
| Per-ad bot flow routing | ||
| Audience insights | ||
| Cross-touchpoint attribution | Last-click only | |
| Conversion event export | Limited | |
| Real-time dashboard | End-of-day reports |
Tested 6 ad creatives. Discovered 2 creatives drove 80% of conversions despite all 6 driving similar click volume. Paused the underperformers.
ROAS improved from 1.8x to 4.2x
Track CTWA lead → demo class attended → paid enrollment. Identified which ads drive enrolling students, not just demo-bookers.
Cost per enrollment cut 60%
Track CTWA click → conversation → test drive booked → vehicle sold. Identified Instagram Story ads as highest-value source.
Shifted 70% of budget to Stories, sold 30% more cars
CTWA ad → bot qualifies criteria → site visit scheduled → property sold. Each step tracked back to the original ad.
Identified $5K of monthly ad waste; reallocated to winners
CTWA quote request → policy purchased. Per-creative ROAS showed lifestyle imagery outperformed product imagery 3:1.
Acquisition cost down 35%
CTWA ad → conversation → qualified demo booked → opportunity created in CRM. Tracked which keywords / audiences produced qualifying leads, not just any leads.
MQL → SQL conversion up 2.4x
Click-to-WhatsApp ads (CTWA) are one of the fastest-growing ad formats on Meta, and they're uniquely high-converting because the customer lands in a familiar messaging app instead of an unfamiliar landing page. But almost everyone running CTWA ads is blind to what happens after the click. Meta tells you how many people clicked; WhatsApp tells you how many people messaged; but nobody tells you how many of those eventually converted, by which campaign, by which creative. The result is that CTWA optimization is mostly guesswork.
Edesy fixes this. When a customer clicks a CTWA ad, Meta sends along an opaque token in the pre-filled WhatsApp message — a token Edesy can decode into campaign ID, ad set ID, ad creative ID, and audience ID. That source data attaches to the contact's record automatically. Then when the conversation completes with a meaningful outcome (lead captured, booking made, sale closed), Edesy can fire a conversion event back to Meta's Conversions API and to your own analytics, with the original ad source attribution intact. Closed-loop attribution, with no UTM-tagging or pixel gymnastics required.
The optimization impact is significant. Most brands running CTWA discover that 20-30% of their ad spend is going to creatives that drive lots of clicks but no real conversions, while a smaller share of ads is doing all the actual work. Without CTWA attribution, you can't see this distinction — every ad looks equally productive at the click level. With attribution, you can pause the dud creatives, double down on the winners, and improve ROAS dramatically. The first 30 days of CTWA tracking usually pays back its setup cost many times over.
The compounding benefit is feeding conversions back into Meta's Conversions API. Meta's machine learning optimizer needs conversion signals to find more buyers in your audience — if it only sees clicks, it optimizes for clickers. If it sees actual conversions (people who bought from a WhatsApp conversation that started with a CTWA click), it optimizes for buyers. The same ad spend produces meaningfully more revenue over time as Meta's algorithms calibrate to your real outcomes.
Free workspace, CTWA tracking enabled by default. Most brands see attribution data flowing within hours of launching their first CTWA ad.