This page is about ads you run on Meta. To message many of your contacts at once, use Campaigns.
How ad conversations are captured
Nothing needs setting up. When someone taps your ad and sends a message, Meta attaches the ad’s details to that message, and Watx records it against the ad:- The conversation itself is an ordinary one: it arrives in the inbox and the person becomes a contact like any first-time customer.
- The first time Watx sees an ad, it adds a row for it to the list, named after the ad’s headline (or
Adand its id). Rename it if you like; later messages never rename it back. - If you already added a row with the same Meta ad ID, that row collects the conversations instead.
Conversion reporting
The card at the top of the page says whether sales are being reported to Meta.
Members with the Admin role or above can press Switch it on or Try again.
Under the card, once there is anything to count: Reported to Meta, Waiting, Not reported, Failed, and the share of conversions Meta has accepted. If Meta refused the last one, its message is shown as Last refusal from Meta.
What counts as a conversion
A conversion is recorded only for a contact who arrived from an ad in the last 90 days with click details attached. The most recent ad they came from gets the credit. Everyone else’s sales are not reported, and that is the normal case.
Each sale is reported once: a store order is reported when it is placed and not again when it is paid, and an invoice raised from a store order is not reported a second time.
Report a conversion is how a business with no store and no payment gateway reports what counts for it — a booking, an enrolment, a qualified lead. In the step you pick What happened — Purchase — they bought, Lead — they gave you their details, Qualified lead — worth following up, Started checkout, Added to cart or Viewed a product — and, optionally, What it was worth and its Currency. Leave the amount empty when there is none: an empty amount is reported as no value, where a zero would tell Meta the ad earned nothing. An amount that resolves to nothing fails the step. For a contact who did not come from an ad, the step does nothing and the automation carries on.
Revenue per ad
When ads have conversations, a table lists them for the last 30 days:
There is deliberately no return-on-ad-spend figure here. That needs what you spent on the ad, which only Meta knows; Meta Ads Manager works it out from the conversions Watx reports.
Tracked ads
The list below the reporting card has one row per ad.
A status filter narrows the list. Members with the Admin role or above can add rows.
Track an ad adds a row by hand — useful to name an ad before its first conversation arrives. It asks for a Name (required), and optionally the Meta ad ID, Meta campaign ID, Pre-filled message and Deep link URL. Only the Meta ad ID matters for matching; the other fields are kept for your reference. Delete removes a row and its click history.