Industry guides
TraceClose for aesthetics clinics and med spas
Use the Aesthetics template in Settings › Segment: stages New contact, In conversation, Consultation scheduled, Attended, Procedure booked and Lost, with the Lead, Contact, Schedule and Purchase events already set up and conversion sending turned on. It’s flagged as sensitive data, so check Meta’s rules before advertising with these events.
Step by step
Apply the Aesthetics template
Settings › Segment › Aesthetics card › Use this template.
Connect WhatsApp and Meta
The clinic’s number in Settings › Channels; the ad account, with the Ads source and Conversions destination functions, in Settings › Integrations.
Review the events for each stage
In Settings › Pipeline, check each stage’s “CAPI event”, and check that sending is on in Settings › Operations.
Set up your quick replies
Procedure price list, before and after care, and address in Settings › Quick replies.
The stages and what each one sends to Meta
| Stage | Type and trigger | CAPI event |
|---|---|---|
| New contact | Open, entry | Lead |
| In conversation | Open, First reply trigger | Contact |
| Consultation scheduled | Consultation, Consultation scheduled trigger | Schedule |
| Attended | Consultation, Consultation held trigger | — |
| Procedure booked | Won | Purchase, with the amount |
| Lost | Lost | — |
The screen terms change to client, receptionist, consultation and procedure. Triggers move clients automatically and only forward: the receptionist’s first reply moves the client to In conversation; Schedule consultation in the panel moves them to Consultation scheduled; marking the consultation as Held moves them to Attended.
Each event is sent once per client and stage. Purchase is sent when the procedure is recorded while the client is in a won stage that has Purchase, with the amount entered. This teaches Meta to look for people similar to those who book a procedure, not just those who send a message. See send conversions to Meta.
Sensitive data: what to check
Aesthetics sits close to healthcare. The template comes with the Sensitive data badge, and the screen reminds you to check the ad platforms’ restrictions before sending conversions. In practice: avoid stage names that reveal a health condition (the stage isn’t sent to Meta, but it stays in your dashboard), don’t write diagnoses in internal notes and, if your ad category is restricted, turn sending off in Settings › Operations. You still see ROAS in the dashboard just the same.
Packages, follow-ups and maintenance visits
Aesthetics runs on repeat business. In TraceClose, the same client can have several sales: in her panel, under Procedures, click Record procedure for each package or single session you want to measure. The panel adds up the Total per currency. Two rules:
- Only a sale recorded while the client is in a won stage with Purchase triggers a Purchase event. A repeat purchase recorded while the client is in another stage counts toward revenue but isn’t sent to Meta.
- Sales can’t be edited: if you got the amount wrong, use Cancel procedure and record it again. An event that was already sent isn’t undone.
Example: Example Med Spa
Example Med Spa (fictional) has three receptionists on simple rotation and advertises facials, Botox and laser hair removal. In a sample month: $3,000.00 in spend, 200 clients from paid traffic, 70 consultations scheduled, 50 held and 25 procedures booked totaling $17,500.00. Cost per consultation held of $60.00, CAC of $120.00, average ticket of $700.00 and ROAS of 5.8.
In Analytics › Campaigns, the laser hair removal ad set had the lowest CPL but almost no booked procedures; the Botox one had 2x the CPL and half the revenue. Without connecting the conversation to the sale, the clinic would have cut the wrong campaign.
Links for Instagram and your website
Click-to-WhatsApp ads don’t need a link: the source comes with the message. For your bio link, your website or ads that send people to your site, create a tracked link in Settings › Tracked links, with one name per placement (“bio-instagram”, “site-button”). That way the dashboard separates people who came from your bio from people who came from the ad. See tracked link.
Didn’t work? See…
- A recorded sale doesn’t show up in Meta: sale doesn’t show up in Meta.
- Client with no source ad: conversation with no source.
- Related guide, for healthcare clinics: medical and dental clinics.
Frequently asked questions
Does the Aesthetics template send conversions to Meta?
Yes, it comes turned on: Lead at entry, Contact on the first reply, Schedule when the consultation is scheduled and Purchase with the amount when the procedure is booked. You can turn it off in Settings › Operations.
How do I record a package and a single session for the same client?
Record each one as a sale in the client’s panel. The panel adds up the total, and the revenue shows up in the reports.
See the path from ad to sale in your WhatsApp.
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