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CRM AND SALES
Meta Conversions API (CAPI)
The Meta Conversions API (CAPI) is a server-side interface for sending conversion events (lead, purchase, booking) from a business's systems to Meta, matched to the ad click that caused them. For WhatsApp, the click ID from ad referral data is attached to the event, so a purchase recorded in the CRM after a WhatsApp conversation shows up in Ads Manager against the ad that started it.
click to whatsapp adad referralrevenue attributionmeta conversions api
Why it matters
Meta's ad delivery optimises toward the events it can see. Without CAPI, a CTWA campaign is optimised for conversations, which rewards ads that start chats with tyre-kickers; with purchase events, it learns to find buyers. It also makes ROAS reporting honest for WhatsApp-led sales.
In VGraple CRM
Connect your Meta pixel or dataset ID under Integrations; lead creation, stage changes you mark as conversions and recorded payments are sent as events with the click ID and hashed contact data. The Conversions API guide covers event mapping.
Related terms
Click-to-WhatsApp ad, Ad referral, Revenue attribution, Payment link.