Meta Conversion API Integration for WhatsApp
Updated
Sprinklr enables seamless integration between WhatsApp Business Messages and Meta’s Conversion API, providing closed-loop performance tracking for Click-to-WhatsApp (CTWA) campaigns.
With this integration, brands can automatically transmit conversion events from WhatsApp conversations, whether bot-driven or agent-assisted, directly to Meta. When specific customer actions occur, such as Purchase, Lead Submitted, or Add to Cart, Sprinklr triggers the corresponding Conversion API events.
This automated event transmission ensures that brands capture meaningful conversion signals from WhatsApp interactions, allowing for accurate measurement, optimization, and improved campaign performance across CTWA initiatives.
Key Features
Trigger Conversion API events from WhatsApp conversations.
Support for Click-to-WhatsApp attribution.
Events can be triggered by bots or agents.
Support for standard Meta events such as Purchase, Lead Submitted, or Add to Cart.
Key Benefits
Closed-loop Attribution: Tracks the complete customer journey and provides accurate measurement of ROI.
Conversion Tracking: Monitors specific user actions such as purchases, lead submissions, or other key interactions.
Campaign Optimization: Delivers actionable insights from conversion events to refine targeting and maximize ad performance.
Prerequisites
Before using this feature, ensure the following prerequisites are met:
WhatsApp Business account is added in Sprinklr
You have Meta Business Manager access
Conversational AI Persona app access is enabled
Relevant custom fields are created if required
Configure Conversion API Events
You can configure Conversion API events in Sprinklr's Conversational AI.
Follow these steps:
Step 1: Open Conversational AI
Click the New Page (+) icon to open the Sprinklr Launchpad.
Open the Conversational AI Persona App associated with your account.
Select an application card to launch the application. To create a new application, click + Application in the top‑right corner.
Step 2: Create a Dialogue Tree
In the left-navigation bar, click Dialogue Trees.
Click Add Dialogue Tree.
Enter a Dialog Tree Name and click Create.
Step 3: Add an Execute Action Node
In the dialog tree configuration page, click Add Element. Search for and select Execute Action.
Enter a node name (for example, CAPI Event Trigger).
In the Action dropdown, select Conversion API.
The Conversion API configuration panel opens.
Step 4: Configure Conversion API Details
Fill in the following fields:
Fields | Description |
Account | Select the WhatsApp Business Account (WABA) from the dropdown. |
Event Name | From this dropdown, select the conversion event or trigger. For more information, see Supported Events.
|
ctwa_clid | This is the Click-to-WhatsApp ID. Map this field to the WhatsApp Click ID available in the conversation context. This enables attribution for Click-to-WahtsApp camapigns |
Source | Select whether the event is triggered by:
|
Step 6: Configure Custom Data Fields
Configure the following custom parameters:
Field | Description |
Currency | ISO 4217 currency code (for example, USD)
|
Value | Total purchase value
|
Content Type | Product type |
Content IDs | An array of product IDs |
Lead ID | Lead identifier |
Order ID | Order reference |
Step 7: Configure Output and Exception Variable
Enter an Output Variable Name to store the event response.
Enter an Exception Variable Name to store the exception response.
Step 8: Save the Node
Click Save to complete configuration.
The Execute Action node now has:
Success path: Triggered when the event is successfully sent to Meta
Failure path: Triggered when event delivery fails due to missing data or configuration issues
Supported Events
The following events are supported:
Purchase: When a purchase agreement is made or payment is collected
Lead Submitted: When a sign-up is completed or all information is collected
Add to Cart: When a product is added to the shopping cart
View Content: A visit to a web page you care about
Initiate Checkout: When a person enters the checkout flow prior to completing the checkout flow
Order Created: When a business creates an order receipt before checkout flow
Order Shipped: When a business ships an order post checkout flow
Detailed descriptions of the events are provided below:
Conversion API Reporting
You can create a report to gain visibility into the Conversion API integration usage.
Steps to Create a Report
1. Click the New Page (+) icon to open the Launchpad.
2. On the Launchpad, under Analyze > Reporting, click Care Reporting.
3. On the Reporting Dashboards screen, click Create Dashboard.
4. In the Create Dashboard window, enter the required details and click Create.
5. Add and configure a widget. For detailed steps, see the Widget Configuration in Reporting article.
When configuring the widget:
In the Data Source dropdown, select Social Analytics.
In the What would you like to plot on your widget section?, click Bulk add Metrics/Dimension to add the supported Conversion API dimensions from the Conversion API Event report:
Once configured, the widget will appear on your dashboard.
Supported Metrics and Dimensions
The following metrics and dimensions are supported: