> 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-conversions-api/conversions-api-data.md).

# What data Patagon AI sends to Meta

When a lead qualifies on WhatsApp, Patagon AI sends a conversion to **Meta's Conversions API (CAPI)**. Along with the event, Patagon also sends **matching data** — signals that let Meta tie the conversion back to the right person and the ad that started the conversation.

The richer that matching data is, the better Meta can match the conversion and optimize your campaigns. **What gets sent depends on the kind of campaign** that drove the conversation — there are two paths.

## Landing → WhatsApp campaigns

For conversations that start on your landing page, Patagon AI builds the match from two kinds of data: **browser parameters** captured on the page, and **user parameters** gathered on WhatsApp.

### Browser parameters

The Patagon AI tracking script captures these from the visitor's browser when they click your WhatsApp button:

| Parameter  | Notes                                                                        |
| ---------- | ---------------------------------------------------------------------------- |
| `fbclid`   | Meta's click identifier                                                      |
| `fbc`      | Captured if present; if it isn't, Patagon AI **builds it from the `fbclid`** |
| `fbp`      | Meta's browser cookie                                                        |
| User agent | The visitor's browser/device string                                          |
| IP address | Captured **only in permitted countries** — see the note below                |

{% hint style="info" %}
**IP address and privacy.** Patagon AI does **not** capture the user's IP address in **Brazil** (LGPD) or the **European Union** (GDPR). In those regions the conversion is still sent — it's just matched with the remaining parameters.
{% endhint %}

The script also captures your **UTMs**, but those are used for attribution *inside* Patagon AI — they are not part of the Conversions API match.

### User parameters

These come from the conversation itself, and split into two groups:

**Automatic** — captured as soon as the lead sends their first WhatsApp message:

* Phone number
* Country (inferred from the phone number)

**Conversation-based** — captured only if the lead shares them during the chat:

* First name
* Last name
* Email
* City
* State
* ZIP / postal code
* Gender
* Date of birth

### When the conversion is sent

For Patagon AI to send a conversion at all, you first need a **conversion mapping** — the rule that tells Patagon AI which qualified-lead event should fire a Meta conversion. Set this up in [How to connect Meta and map conversions](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md); without it, no conversion is sent regardless of the data captured.

Once a mapping is in place: based on the captured UTMs, if the conversation came from a **Meta campaign**, Patagon AI pings the Conversions API with **all the data available for that lead** — every browser and user parameter it managed to capture. The more fields present, the stronger Meta's match.

## Click-to-WhatsApp campaigns

Click-to-WhatsApp (CTWA) works differently — and more simply. When someone taps a CTWA ad, Meta attaches a **`ctwa_clid`** (the Click-to-WhatsApp click identifier) to the conversation, and Patagon AI extracts it automatically.

That single identifier ties the conversation directly to the ad, so:

* **The lead doesn't need to do anything** and doesn't need to share any personal data — the `ctwa_clid` is the match.
* **You don't need to set anything up by hand.** The only requirement is a **business messaging dataset** to receive the conversions — Patagon AI sets this up when you connect Meta. See [The dataset your CTWA conversions need](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md#the-dataset-your-ctwa-conversions-need).

{% hint style="warning" %}
**Leads and Sales are two different beasts.** When you create CTWA campaigns, a **Leads** objective and a **Sales** objective are configured and optimized differently — they fire against different conversion events (e.g. `Lead` vs `Purchase`). Pick the objective that matches the conversion you've mapped in Patagon AI, and keep that consistent. See [How to create Click-to-WhatsApp campaigns](/en/marketing-and-attribution/meta-ads/meta-campaigns/click-to-whatsapp.md).
{% endhint %}


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