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CRM AND SALES
Ad referral data
Ad referral data is the metadata WhatsApp attaches to the first message of a conversation that began from a click-to-WhatsApp ad or a Facebook Page button: the source type, the ad ID, headline, body text, media type and URL, and the click ID (ctwa_clid) needed for Conversions API attribution. It arrives in the message webhook and must be captured at that moment.
click to whatsapp adconversions apilead source
Why it matters
Referral data is the only link between ad spend and WhatsApp outcomes. Captured, it gives cost per lead and per sale by ad and lets Meta optimise toward buyers; missed, the ad traffic is just "WhatsApp" and no one can tell which creative works.
In VGraple CRM
Referral data is stored on the conversation and copied to the lead with the source, shown in the contact panel, used by flow triggers and source reports, and the click ID is sent with purchase events through the Conversions API.