> For the complete documentation index, see [llms.txt](https://docs.patagon.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.patagon.ai/en/marketing-and-attribution/meta-ads/meta-campaigns/click-to-whatsapp.md). # How to create Click-to-WhatsApp campaigns In a Click-to-WhatsApp campaign, a Meta ad opens WhatsApp directly with no landing page. Someone taps the ad and lands straight in a conversation with your agent. Patagon AI sends qualified-lead conversions back to Meta for those conversations, so Meta can optimize for the leads that actually qualify and bring your qualified-lead (MQL) CPA down. You run CTWA campaigns with a **Leads** or **Sales** objective. (There's also an **Engagement** fallback — see below.) {% hint style="info" %} **No UTM parameters needed.** Unlike landing → WhatsApp campaigns, you don't set any UTM parameters on CTWA ads. Patagon AI automatically captures the ad-click data — the `ctwa_clid` (Click-to-WhatsApp click ID), campaign, ad set, and ad. {% endhint %} ## Before you start * Meta connected and conversions mapped in Patagon AI — see [How to connect Meta and map conversions](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md). * The **WhatsApp Business dataset** turned on in your Patagon AI Meta integration — CTWA conversions flow to a **business messaging dataset** (the one Patagon AI creates for you, or your website dataset if you've made it messaging-capable). See [The dataset your CTWA conversions need](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md#the-dataset-your-ctwa-conversions-need). ## Choosing your objective and event CTWA conversions are sent to Meta's `business_messaging` dataset, which only accepts a limited set of standard events. Combined with the objective rules, that gives you: | Objective | Use it when | Conversion event | | ------------------------------ | ------------------------------------------ | -------------------------------------------------------------------------------------------- | | **Leads** | Your goal is qualified leads | `Lead` — Meta optimizes for "leads through messaging"; you don't pick an event in the ad set | | **Sales** | Your goal is a purchase-funnel action | One of `ViewContent`, `AddToCart`, `InitiateCheckout`, `Purchase` | | **Engagement** (fallback only) | You can't reach \~30 qualified events/week | Optimizes for conversations (ad clicks), not qualified leads | Whichever you choose, make sure the matching event is mapped in Patagon AI ([How to connect Meta and map conversions](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md)) and that you can reach roughly **30 conversions per week** of it, so the campaign exits Meta's learning phase. We recommend mapping a qualified lead to the `Lead` event for Leads campaigns — it's the event Meta accepts for lead-optimized messaging. {% hint style="info" %} **Engagement fallback:** If you can't reach \~30 qualified events per week (for example, you don't yet get 30 four-star leads weekly), your conversion campaign will stall in the learning phase. As a stopgap, run an **Engagement** objective campaign with conversion location **WhatsApp** and performance goal **Maximise number of conversations**. This optimizes for people who *start a conversation* (ad clicks), not qualified leads. Switch to a Leads or Sales objective once you have the volume. {% endhint %} ## Build a Leads campaign ### 1. Create the campaign In Meta Ads Manager, create a new campaign and choose **Leads** as the objective. ![Create a campaign with the Leads objective](/files/WpXzRkNBHuYlWQVHVKcL) ### 2. Configure the ad set At the ad set level, set: * **Conversion location:** WhatsApp * **Performance goal:** **Maximise number of leads** (recommended). This option requires at least **10 `Lead` events** already in your dataset. Until then, only **Maximise number of conversations** is available, which optimizes for ad clicks, not qualified leads. Switch to Maximise number of leads as soon as you have the events. * **Facebook Page:** the Page your campaign promotes * **WhatsApp number:** the number your agent uses ![Ad set configuration for a Leads CTWA campaign](/files/k1U71fL8kxBYgc1IvaXp) ### 3. Publish Set your budget, create the ads and your WhatsApp conversation templates, and publish. ## Build a Sales campaign ### 1. Create the campaign Create a new campaign and choose **Sales** as the objective. ![Create a campaign with the Sales objective](/files/og7SBChO8ZtqAzVKn03P) ### 2. Set the conversion location At the ad set level, set **Conversion location** to **Message destinations**. Automatic destination is selected by default. Switch to **Manual destination** and select **only your WhatsApp number**. Don't add Messenger or Instagram. ![Message destinations — manual, WhatsApp only](/files/0QOFxAxboOLTcsAa4jgl) ### 3. Set the performance goal Set **Performance goal** to **Maximise number of conversions**. ![Performance goal — Maximise number of conversions](/files/XMoQlMLzqYvQZ8RgvYz8) ### 4. Select the dataset and conversion event Once **Maximise number of conversions** is set, the **Dataset** and **Conversion event** fields appear. Set: * **Dataset:** the **business messaging dataset** that's receiving your CTWA events from Patagon AI — the one Patagon AI created for you (named **` - Patagon Event Data`**), or your website dataset if you added a Messaging data source to it. Don't select a website dataset that isn't receiving your CTWA events. If the right one doesn't appear, make sure it's [connected to your ad account](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md#connect-the-dataset-to-your-ad-account). * **Conversion event:** a CTWA-compatible sales event: `ViewContent`, `AddToCart`, `InitiateCheckout`, or `Purchase`. This must match the event you mapped in Patagon AI. ![Select the dataset and conversion event](/files/WkDNIObQnWWpB6jUrT48) ### 5. Publish Set your budget, create the ads and your WhatsApp conversation templates, and publish. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.patagon.ai/en/marketing-and-attribution/meta-ads/meta-campaigns/click-to-whatsapp.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.