Offline conversions for Google Ads and Meta, from WhatsApp

Google tags every paid click with a code, the gclid. When the button on your website opens WhatsApp, that code is left behind, and Google can only count "clicked the button". So it starts looking for people who click, not people who buy.

Meta is different: with click-to-WhatsApp ads, Meta itself sends the click identifier along with the message. What is missing is someone telling Meta what happened in the chat.

1. 1You paste the InvestCRM tag inside the <head> of your website. It works on any site: WordPress, Wix or hand-built.
2. 2Visitors from the ad have their click stored, and the tag writes a reference with a 6-character code into the WhatsApp button text. Visitors who arrive any other way send the message with no reference.
3. 3The message reaches InvestCRM and the code ties that click to the contact.
4. 4When the deal reaches the point you marked, the conversion goes into a file (CSV) that Google Ads fetches once a day, through its Data Manager.

You can use up to three conversion levels: Small (the first message), Medium (a pipeline stage, such as "qualified") and Large (deal won). The screen warns you when a level had fewer conversions in the last 30 days than Google needs to learn, and shows the last time Google fetched the file.

In Settings, on the Meta Conversions screen, you connect the account and InvestCRM creates its dataset at Meta. Every message that comes from a click-to-WhatsApp ad has the click stored on the contact.

• ✓In the pipeline, you mark one stage as "Qualified lead". When the card reaches it, the event goes to Meta through the Conversions API, with that contact’s most recent click.
• ✓It only applies to people who came from a click-to-WhatsApp ad. A QR code, a link on your website or a saved number does not create an ad click.
• ✓A click older than 7 days is not sent, because Meta no longer credits that conversion. The screen shows the reason.
• ✓One event per deal: moving the card out of the stage and back does not count twice.
• ✓The "Disqualified lead" stage sends nothing (Meta only accepts positive events) and makes InvestCRM stop reporting that contact to Meta.

The delivery check shows how many events were reported to Meta, how many are queued, how many were not sent and how many failed, each with the reason.

Meta does not accept "bad lead" signals through the Conversions API. What you can do is keep those people out of the ad: InvestCRM builds the list of everyone sitting in a stage marked "Disqualified lead", and you download it as a CSV, with the phone number only (no name and no email), to use in Ads Manager.

• ✓Meta forbids lists built for financial reasons (no margin, credit denied, score, income or debt). Use it only when the reason is something else, such as outside your area, wrong number or not interested.
• ✓Meta recommends at least 1,000 people; a smaller list may not be used.
• ✓It is manual: update it every month by downloading the list again and updating the same audience.

Meta and Google conversions are on the Business and Enterprise plans.