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How to send WhatsApp sales to Meta (Conversions API)
Have a Meta connection with the Conversions destination function, turn on Send conversions in Settings › Operations and, in Settings › Pipeline, pick the CAPI event for each stage. When a lead enters the stage, or when a sale is recorded, TraceClose sends the event, with value and currency on purchases.
Step by step
Prepare the Meta connection
In Settings › Integrations, the Meta connection needs the Conversions destination function and the Pixel ID. For click-to-WhatsApp ads, also fill in the WhatsApp Business account ID (WABA) and the WhatsApp dataset ID.
Turn sending on
In Settings › Operations, on the Ad conversions card, turn on Send conversions.
Pick each stage’s event
In Settings › Pipeline, each stage has a CAPI event field: Lead, Contact, Schedule, SubmitApplication, InitiateCheckout, CompleteRegistration or Purchase (won stages only).
Record sales with their value
When the lead is in the won stage and the sale is recorded, Purchase goes out with the value and currency. See how to record a sale.
Check it on the lead
The lead history shows Conversion event sent or Failed to send conversion event.
Why send the sale to Meta
Ads Manager knows the person started a conversation, but not whether they bought. With the purchase event and its value, the campaign learns from people who buy, not just from people who message, and you can optimize for bottom-of-funnel events.
When each event goes out
- The entry stage’s event, when the lead is created.
- A stage’s event, when the lead enters that stage: once per lead and stage, even if the lead leaves and comes back.
- Purchase, once per sale, with value and currency, when the sale is recorded while the lead is in a won stage that has Purchase.
| Stage (example) | Suggested event |
|---|---|
| New lead | Lead |
| In conversation | Contact |
| Meeting scheduled | Schedule |
| Proposal sent | InitiateCheckout |
| Won | Purchase |
Example
Fictional example: at Example Co., a lead named Maria comes in from a click-to-WhatsApp ad. The Lead event goes out. The next day, the salesperson schedules a meeting and Maria moves to “Meeting scheduled”: Schedule goes out. The following week, the salesperson moves Maria to “Won” and records a $1,200.00 sale: Purchase goes out with value 1200 and currency USD.
What isn’t sent
- Leads that didn’t come from paid traffic with attribution (organic, outbound).
- Events older than 7 days (Meta rejects them).
- A sale recorded while the lead is outside a won stage (a repeat purchase, for example): it counts toward revenue but doesn’t generate a Purchase.
- Reorganizing the pipeline or switching the segment template doesn’t generate events.
- Canceling the sale later doesn’t undo an event that already went out.
Turning off Send conversions stops new events from being sent; whatever was already sent stays in Meta. The health segment templates (Clinic and Aesthetics) show a sensitive-data warning, and the Clinic template comes with sending turned off.
The data that’s sent (hashed email and phone, click identifiers) is detailed in data sent to Meta. For click-to-WhatsApp ads, see click-to-WhatsApp ad conversions.
Didn’t work? See…
- Purchase doesn’t show up: the won stage needs the Purchase event, and the sale has to be recorded while the lead is in it.
- Failure in the lead history: check the Meta connection’s status in manage connections.
- More causes in the sale doesn’t show up in Meta.
Frequently asked questions
Do I need a developer to send conversions?
No. It’s all set up in the dashboard: the Meta connection, the switch in Operations and each stage’s event in Pipeline.
Is the sale value sent too?
Yes. Purchase carries the value and currency recorded on the sale.
Where can I see whether the event arrived?
In the lead history in TraceClose, and in Meta’s Events Manager. To test, use the pixel test code on the connection and remove it afterward.
Will Meta count the sale twice?
TraceClose uses the same event ID on retries, and Meta drops the duplicate.
See the path from ad to sale in your WhatsApp.
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