WazzaBeeCAPI for WhatsApp:
sales from chats back to ads
A customer came from an ad and bought in the chat. Meta never learns about it and keeps looking for people who simply write. CAPI returns the outcome of the conversation to your ads manager.
- Set up in the dashboard
- No developer needed
- Events matched by ctwa_clid
How leads are lost right now
Three situations almost every company knows
Ads learn from chats, not from money
Click to WhatsApp campaigns optimise for the start of a conversation. The algorithm counts a buyer and a person who asked the price and vanished as the same success.
The sale happens where the pixel is not
Deals close in the chat or in the CRM. The pixel lives on your website, so the purchase event never reaches Meta and cost per lead is measured in clicks.
Reports do not match the till
The ads manager shows dozens of cheap conversations, the sales report shows three deals. Matching them by hand works only as far as a manager can remember.
What working with ad conversations looks like
The ad a person came from is shown above the conversation, and after the deal a manager marks the outcome: that is what goes to Meta.
How a sale gets back to your ads manager
Five steps from the ad click to a row in Events Manager. The first three happen on their own, the fourth takes a manager one tap.
- 01
The ad click
Someone taps «Message on WhatsApp». Meta issues an id for that click and remembers which ad worked.
Meta remembers the ad - 02
The first message
The id reaches us together with the customer's first message. This is the only moment to capture it: later it cannot be restored.
The marker arrives with the message - 03
The conversation
A manager replies in the shared inbox. The ad and the campaign the person came from are shown above the chat.
The ad is shown above the chat - 04
Marking the outcome
After the conversation the manager marks it: purchase, qualified lead, refusal or no answer. A purchase can carry the amount.
A purchase or a qualified lead - 05
The event in Meta
Every five minutes the collected outcomes go to Meta with the click id. The algorithm sees which ad brought the money.
The outcome reaches the ads manager
What it looks like for a manager
Nothing new to learn: the work stays in the same chat, and the setup takes a single screen in the dashboard.
We send purchase outcomes to Meta, so your ads start looking for similar buyers.
- Dataset1298600768857819
- TokenEAAG…9fZB
How do you connect CAPI for WhatsApp?
Setup happens in your dashboard, in the “Sales in Meta” section. You need three values from Events Manager and Meta Business Manager, no developer required.
Official WhatsApp line
If you don't have a line yet, you create one in your dashboard. Meta only sends ctwa_clid over the official channel.
Dataset
You find the ID of the dataset your WhatsApp Business account is linked to, and the ID of the account itself.
System user token
You generate a token and give the system user access to the dataset. Without this, Meta will reject the events.
Entering values and checking access
You enter the three values and click the check. A test event with a code from “Test events” won't show up in your reports.
Agents' marks
An agent marks a purchase or a qualified lead, and the event goes to Meta along with the click ID.
What you get
The event is tied to the ad
Meta sends ctwa_clid with the customer's first message, we keep it next to the conversation and send it back together with the event.
The outcome is marked in the chat
A manager marks how the conversation ended: purchase, qualified lead, refusal. No exports and no spreadsheets.
Purchases and leads separately
In the settings you choose what to send: purchases only, qualified leads only, or both.
The token is stored apart
The access token sits in closed storage and is only ever shown masked in the dashboard. Only the server function can read it.
A check before the first event
The check button asks Meta whether it can see your dataset. A test event is sent with a test code and never reaches your reports.
Outcomes can come from your CRM
If deals close in Bitrix24, amoCRM or your own system, our REST API accepts the purchase outcome.
What goes to Meta, and what stays with you
Only the outcome of the conversation reaches the ads manager. The conversation itself stays in the service and is never passed on.
Goes to Meta
- The outcome itselfA purchase or a qualified lead. Refusals and silence are not sent.
- When it happenedThe moment a manager marked the result of the conversation.
- The deal amountIf the manager entered it. The event is sent without an amount too.
- The ad markerA technical marker Meta uses to recognise its own ad.
Stays with you
- The conversationMessages and the full chat history stay in the service.
- Customer contactsPhone numbers and names are never passed to Meta.
- Files and photosAttachments from the chat go nowhere.
- Manager notesComments on the deal are visible only to your team.
That is how the Conversions API works: Meta receives the outcome, not the content of the conversation.
How much revenue Meta will see
Right now the ads manager only knows about clicks. Once CAPI is on it will know this number, and the algorithm will start looking for people like those who brought it.
The number is calculated from your own figures and is never sent anywhere: it is an estimate to show the scale. Only real outcomes from chats go to Meta.
This is what the ads manager will be able to count as the result of your campaigns, instead of a line saying «conversations started».
Connect CAPIWhat sending events costs
One subscription covers all of CAPI: sales from WhatsApp ads and Facebook and Instagram lead forms from amoCRM and Bitrix24. Unlimited events, the first 7 days are free.
- Pay for six months and get 10% off, for a year 20% off.
- Seeing which ad a customer came from works without a package: it is part of the official WhatsApp line.
How much does messaging people who came from ads cost?
Calculate the messages to people who tapped “Send WhatsApp message”: replies within 24 hours of the customer's message are the cheapest of all.
Your country
Meta rates depend on the recipient country. Below are the final prices per message.
Promos, discounts, invitations: marketing messages
Order status, appointment reminders, payment reminders
Everything an agent writes to a customer while the 24-hour window is open. The first 1,000 per month per number are charged at a reduced price
How much does the line that CAPI runs on cost?
CAPI only works on an official WhatsApp line. Below is its price and what's included in the plan.
WhatsApp Business API channel
29 900 ₸ / month
or $68 · €61
Messages are billed by Meta: the price depends on the recipient's country and the type of conversation. Marketing messages cost more, while replies sent within 24 hours after the customer writes are almost free for the first 1,000 a month per number and billed at the market rate after that. We quote the current rates when you connect.
Payment by Visa or Mastercard; for companies we issue an invoice.
What's included
- Official WhatsApp Business API channel
- Shared chat for the whole team: browser and phone
- Bitrix24 and amoCRM integrations
- Broadcasts and template notifications
- Open REST API and webhooks
- Free widget for your website
- Auto-replies: greeting and after-hours
- Help with setup and templates
- Voice messages transcribed by AI
- Quick reply templates
The first 7 days are free on any plan. Try it on your own customers and only then decide.
Free manager seats: 3. Each extra seat costs 3 000 ₸ a month.
Pay for six months and get 10% off, pay for a year and get 20% off.
What CAPI is and why a business on WhatsApp needs it
CAPI (Conversions API) is a way to send events to Meta straight from a server, bypassing the browser. For Click to WhatsApp ads it is the only way to show the algorithm how the conversation ended.
The pixel stays on the website
The pixel counts actions in a browser: a page view, an add to cart, a payment. There is no browser in a chat, so everything that happens after the ad click is invisible to it.
The key to attribution is ctwa_clid
When someone taps the ad, Meta issues a click id and sends it with the customer's first message. As long as it is stored next to the conversation, the event can be returned to the exact ad that brought the person.
Two events are sent
Purchase when the deal is closed, and QualifiedLead when the conversation is on target and reached a quote. Both carry business_messaging, so Meta knows the conversion happened in a chat rather than on a website.
The algorithm changes its behaviour
The campaign stops chasing cheap conversations and starts looking for people similar to those who paid. You may get fewer conversations and more revenue.
Your data stays yours
Only the event, its time and the click id are sent. Message texts, files and contact cards never leave the service.
Setup takes one evening
You need the dataset id, the WhatsApp Business account id and a system user token. Everything is entered in the dashboard, and the wizard shows where to find it in Events Manager.
Who needs it first
- Ads with a «Message on WhatsApp» button and a steady flow of chats
- Online stores: the order is placed in the conversation
- Clinics and salons: a manager confirms the booking
- Car dealers and services: a long deal decided in the chat
- Agencies: the client wants revenue, not cost per click
- Wholesale and services: order values differ and it matters who bought
Pixel and CAPI: what is different
Both send events to Meta, but they live in different places and see different things
Why events never arrive
Six reasons attribution never starts working for a company
Meta sends ctwa_clid once, with the first message. If the system did not write it down, there is nothing left to tie the sale to the ad. We store it automatically, nothing to switch on.
The token belongs to a system user that was never granted access to the dataset. Meta answers with an error and events pile up for nothing. The access check in the dashboard catches this before the first send.
The dataset id and the WhatsApp Business account id look alike and are both numeric. Swap them and Meta will politely accept the request and count nothing.
When both a chatbot and the CRM report the same event, the numbers inflate and the algorithm learns from fiction. The fix is simple: a single source for the outcome.
Only purchases and qualified leads go to Meta. Refusals and no-answers are not sent: Business Messaging has no negative events, the algorithm learns from wins.
The algorithm needs data, so one sale a week will not reshape a campaign. The steadier the flow of outcomes, the sooner the effect shows.
Glossary: what these words mean
The terms you meet in Events Manager and in Meta's documentation
- CAPI
- Conversions API, the channel for sending events from a server to Meta. It works both for websites and for chats, but is set up differently.
- ctwa_clid
- Click to WhatsApp Click ID, the id of an ad click. It arrives with the customer's first message and links a future sale to a specific ad.
- Dataset
- The event storage in Meta your WhatsApp Business account is attached to. Its id is entered during setup.
- Events Manager
- The Meta section that shows incoming events, their volume and errors. The test event code comes from there too.
- QualifiedLead
- An event for a qualified conversation: the person fits your criteria and reached a quote, but has not paid yet.
- Test event code
- A one-off code from the «Test events» tab. An event sent with it shows up in Events Manager but never lands in campaign reports.
Frequently asked questions
What is CAPI in plain words?
CAPI (Conversions API) is a channel your server uses to tell Meta about outcomes: a purchase, a request, a qualified conversation. The pixel does the same from a browser, but a chat has no browser, so events are sent from the server.
How is CAPI different from the Meta pixel?
The pixel works on a website and depends on the browser, blockers and Apple restrictions. CAPI sends events straight from a server, so conversions the pixel never sees also arrive: sales in chats, payments by invoice, deals closed by a manager.
What is ctwa_clid and why does it matter?
It is the id of a click on a Click to WhatsApp ad. Meta sends it with the customer's first message. We store it next to the conversation, so when the event is sent Meta knows exactly which ad brought the buyer.
What do I need to connect CAPI?
Official WhatsApp Business API, the dataset id from Events Manager, the WhatsApp Business account id and a system user token with access to that dataset. All of it is entered in the dashboard, in the «Sales in Meta» section.
Do I need a developer?
No. The wizard in the dashboard does the setup and our server side sends the events. A developer is only needed in one case: when you want to pass the purchase outcome from your own CRM through the REST API.
Which events do you send?
Purchase for a sale and QualifiedLead for a qualified lead. You choose what exactly to send in the settings and can keep purchases only.
Do you pass chat texts to Meta?
No. Only the event name, its time and the click id are sent. Messages, files and contact cards stay inside the service.
How fast does an event reach the ads manager?
Outcomes are sent to Meta every five minutes. They show up in Events Manager almost at once, while the algorithm needs a few dozen events before it can optimise the campaign.
Can I test it first without spoiling the statistics?
Yes. The access check simply asks Meta whether it can see your dataset. A test event is sent with the code from the «Test events» tab and never lands in campaign reports.
How much does connecting CAPI cost?
CAPI is paid as a separate subscription with no limit on the number of events. Packages and prices are shown in the «CAPI pricing» block above, and the first 7 days are at no charge. The official WhatsApp line itself is paid under its own plan.
Does CAPI work without official WhatsApp?
No. Meta only sends the click id through the official WhatsApp Business API channel. A regular number carries no ad data, so a sale cannot be linked to an ad.
What if Meta rejects the events?
The dashboard shows the last check and the error text. Usually it is a token without rights to the dataset, or the dataset and WhatsApp Business account ids swapped by mistake: both take a minute to fix in the settings.
More reading on CAPI and ad attribution
Where the customer came from
The ad and the campaign are shown above the chat
OpenPassing deal outcomes
How to send a purchase from your own CRM by API
OpenConnecting WhatsApp Business API
How an official channel starts
OpenWhatsApp for a sales team
One shared number and chat routing
OpenWhatsApp and Bitrix24
Chats and deals in a single card
OpenBroadcasts and templates
What you can send and how to pass moderation
OpenWe will connect CAPI and show your sales in the ads manager
We help you set up the dataset, issue the token and check the access. The first 7 days of the line are free.