CTWA & Conversion API
The Perfect Partners for Business Messaging
Click-to-WhatsApp Ads (CTWA) are Facebook or Instagram ads designed to open a conversation directly on WhatsApp when clicked. Instead of driving customers to a landing page or website, CTWA instantly launches a WhatsApp chat between your brand and the user.
This instant, familiar interaction increases the chance of conversion and it works because people already love using messaging apps. In fact, according to Kantar, 66% of consumers say they’re more likely to buy from brands that message them directly.
From Social Traffic to Private Leads
CTWA transforms your social media ad clicks into direct, high-intent conversations on WhatsApp instantly. No lead forms, no landing pages, no extra steps. When a user taps your ad, they land in your WhatsApp inbox.
This not only builds a more personal connection, but also gives you the opportunity to turn social traffic into private, owned leads.
Having WhatsApp Business API integration with iSlash AI’s built-in Social CRM:
✅ Automatically capture customer name and phone number from WhatsApp
✅ Auto-label users based on behaviour or intent
✅ Segment audiences for future engagement
From discovery to conversion — all in one, direct channel.
Conversions API
Conversions API (CAPI) creates a direct and stable connection between marketing data and Meta platforms. With the ability to pull data from your app, website, physical store, or messaging conversations, Conversions API puts all your data in one place. Offering analytics that provide a full breakdown of your audience data, Conversions API can help you make informed decisions about your marketing strategy that are based on real, concrete data.
The Difference between Facebook Pixel and Conversions API
The Facebook Pixel and Conversions API are both tools provided by Meta to help advertisers track user interactions and measure the effectiveness of their advertising campaigns. However, they differ in their functionality, implementation, and use cases:
Initiate Checkout
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Add Payment Info
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Purchase
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Lead
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Registration
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Contact
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Page View
✅
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View Content
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Search
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AddToCart
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AddToWishlist
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Cancelled Order
✅
LeadScore
✅
Offline Purchase
✅
Completed Order
✅
The Pixel is ideal for tracking website activity and attributing conversions to specific ad campaigns, while the CAPI provides a more robust solution for tracking offline events, cross-device conversions, and other non-website interactions. Advertisers may choose to use one or both of these tools depending on their tracking needs and objectives.
Remarks: Starting with Graph API version 17 onwards, released on May 23, 2023, Offline Conversions API will no longer support offline events. We anticipate that the Offline Conversions API will be discontinued in the third quarter of 2024. We recommend that advertisers with Offline Conversions API integrations convert their integration into a Conversions API integration and do not update their Offline Conversions API until they have successfully done so.
The Jet Fuel for Your Business Messaging Effort
Created to work with Meta’s messaging platforms, Conversions API helps your business fully utilize tools like Click to Messenger and Click to WhatsApp.
1. Understand the Value of Click to Message Ads
See when customers convert from your business messaging conversations. You can see how many leads and sales you create with Click to WhatsApp and Messenger Ads. With the combination of Conversions API data and Click to Message ads, your business will have a powerful new avenue to create lasting customer relationships.
2. Improving Advertising Performance
Having all your data in one place allows you to see trends among your customers the moment they emerge, and can put you at the forefront of new strategies in business messages. Understanding not only what works and what doesn’t, but exactly why your ads perform like they do is one of the biggest challenges in marketing. Conversions API makes that easy, and in turn informs your future marketing decisions for ads that Click to WhatsApp like never before.
3. Simplify Omnichannel Data Set-Up
Now you can leverage one unified integration to accurately share your marketing data across messaging channels and beyond. Conversions API can connect with them and bring that essential data into Events Manager for greater visibility and easier management across your integrations, no matter where your key touchpoints are.
Upgrade your customer engagement operation with iSlash AI platform and adopt CAPI today:
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