Meta Ads Reporting for Infobip Business Messaging

Meta Ads Reporting for Infobip Business Messaging is an integration that connects Infobip with Meta. It helps you track performance of your Click-to-WhatsApp (CTWA) campaigns when users start conversations from ads. The integration shows whether a conversion occurred and how many new profiles were created based on a specific ad running on Facebook or Instagram.

You can report conversions programmatically using the Submit WABA conversions API (opens in a new tab).

Prerequisites

The main prerequisites for setting up the integration are:

• Infobip account.
• Facebook user with permission to connect a WhatsApp Business Account (WABA) and an Ad Account (typically an admin) to Meta Ads Reporting for the Infobip Business Messaging app.
• WhatsApp Business Account with sender(s) registered in Infobip.
• Users who already have an Infobip account must have the Integrations Manager role.
• API key or OAuth token with whatsapp:conversions scope enabled (for submitting conversion over the API).

For more information on your Infobip account, contact your account manager or Support (opens in a new tab).

Installation and configuration

To enable conversion tracking, you need a WhatsApp Business Account (WABA) with at least one registered sender in Infobip. Connect your WABA using the WhatsApp Embedded Signup flow:

1. Log in (opens in a new tab) to Infobip and go to Exchange > App Marketplace.
2. Find Meta Ads Reporting for Infobip Business Messaging and select Add.
3. Go to the WhatsApp Accounts tab, and select Connect WhatsApp Account. Infobip redirects you to Meta authentication.
4. Log in with your Meta Business Account credentials and select the business portfolio to connect.
5. Select the WhatsApp Business Account you want to connect.
6. Select Add a phone number later. The phone number must already be registered and active in Infobip.
7. Confirm the requested permissions and select Finish.

After setup, the connected WABAs are displayed on the page. Then configure the Conversions API.

Submit conversion with the API

Use the Submit WABA conversions API (opens in a new tab) to send conversion events to Meta Conversion API using you WhatsApp Business Account (WABA) and its associated dataset. This method supports additional event types and provides direct WABA integration.

To call the endpoint and submit conversion events, your API key must include the whatsapp:conversions scope. You can enable this scope in the web interface, by creating a new key through the API, or by updating an existing key via the API.

Enable scope over web interface

To call the scope over web interface:

1. In the Infobip web interface (opens in a new tab), go to Developer Tools > API Keys.
2. Select Create API key or edit an existing key.
3. In the API Scopes section, expand Channels and enable whatsapp:conversions.
4. Save your changes.

Enable scope over API

You can add the scope when you create a new key or update an existing key using our API.

To create an API key, use the Create API key (opens in a new tab) endpoint and include the whatsapp:conversions scope in the scopeGuids array.

For example:

{
 "name": "Conversions key",
 "permissions": ["PUBLIC_API"],
 "scopeGuids": ["whatsapp:conversions"]
}

You can also add the scope using the Update API key (opens in a new tab) endpoint. When updating, include all current scopes together with the new one, since the request replaces the full list.

For example:

{
 "name": "Updated key with conversions",
 "permissions": ["PUBLIC_API"],
 "scopeGuids": [
   "whatsapp:message:send",
   "whatsapp:inbound-message:read",
   "whatsapp:conversions"
 ]
}

Once your WABA is connected and API access is configured, you can start submitting conversion events using the Submit WABA conversions API (opens in a new tab).

When a user clicks a Click-to-WhatsApp ad and starts a conversation, the inbound message includes a ctwaClickId in the referral object. This identifier links the conversation to the ad. You can use it to report conversions back to Meta through the API.

Each conversion must include:

• sourceId: Phone number of the sender connected to the WABA (mandatory if multiple senders are connected).
• conversions: Array of conversion events. Each event must include:
  • ctwaClickId: Unique identifier of the ad click, from the inbound referral object.
  • type: Conversion type. Can be PURCHASE or LEAD_SUBMITTED.
  • details: Currency and value of the conversion. Value can be 0. Currency must match the currency configured in your Meta ads account.
  • conversionTime (optional): Timestamp in ISO 8601 format. Must not be older than 7 days. If omitted, the submission time is used.

Example API payload:

{
   "sourceId": "1234567890",
   "conversions": [
     {
       "ctwaClickId": "ARAkLkA8rmlFeiCktEJQ-QT",
       "type": "PURCHASE",
       "details": {
         "currency": "USD",
         "value": 99.99
       }
     }
   ]
 }

Supported conversion event types

WABA Conversion Tracking supports the following event types:

• PURCHASE
• LEAD_SUBMITTED
• INITIATE_CHECKOUT
• ADD_TO_CART
• VIEW_CONTENT
• ORDER_CREATED
• ORDER_SHIPPED
• ORDER_DELIVERED
• ORDER_CANCELED
• ORDER_RETURNED
• CART_ABANDONED
• QUALIFIED_LEAD
• RATING_PROVIDED
• REVIEW_PROVIDED

Validate your setup and requests

Before submitting conversion events, use the checks below to validate the most common failure points when submitting conversion events.

Verify conversions in Meta

After submitting conversions, you can verify them in Meta Events Manager (opens in a new tab):

1. Log in to Meta Events Manager (opens in a new tab).
2. Go to your dataset.
3. Check for the conversion event in the events list.
4. Verify the event details match what you submitted.

Setup verification checklist

• WABA connection - Your WhatsApp Business Account appears under Exchange > App Marketplace > Meta Ads Reporting for Infobip Business Messaging > WhatsApp Accounts.
• Sender alignment - The sender used in your request is linked to the connected WhatsApp Business Account.
• API access - Your API key includes the whatsapp:conversions scope.
• Payload format - The request is sent in JSON format and includes all required fields.

Common errors and fixes

The following table describes errors you may encounter and how to resolve them.

Click-to-WhatsApp and Conversions in Answers

When you need to signal a conversion that happened back to Meta, use the Meta Ads Reporting for Infobip Business Messaging Answers block. The supported events are:

• Purchase
• LeadSubmitted

When defining the supported events, make sure that you provide the required conversion data in the Answers block.

First, create a local attribute within the chatbot for all three values:

• ClickID: Text attribute
• Currency: Text attribute
• Value: Number attribute

When a conversion is happening, use the code element to store the proper values to those attributes.

json
   {`attributeApi.set('Currency','EUR');
   CTWA_Click_ID = attributeApi.get('whatsAppMoReferralCtwaClickId');
   attributeApi.set('ClickID',CTWA_Click_ID);`}

Currency is hardcoded because it is expected to be the same throughout the chatbot. It can differ based on your use cases. Click ID is the value that comes from the chatbot as a part of the inbound message referral data. The value of the conversion depends solely on your use case.

When everything is completed, you are ready to activate your chatbot and track conversions back to Meta.