The Conversions API (often shortened to CAPI) lets a business send events directly from its servers to Meta. For messaging, it means you can tell Meta what happened inside a WhatsApp conversation that started from an ad.
Why it matters for WhatsApp
Ads Manager knows when someone clicked an ad and started a chat. It does not know whether that chat became a qualified lead or a sale. With the Conversions API, you report those outcomes.
Common events
- Lead: the customer answered a first question.
- Qualified lead: they matched your criteria.
- Purchase: they paid, with the order value.
What it improves
- Reporting: cost per lead and cost per sale, not just cost per conversation.
- Optimisation: Meta can show ads to people more likely to convert.
In Whatsuite
You map bot answers, tags or deal stages to events, and Whatsuite sends them automatically when a conversation reaches that point.