In the Facebook Ads Manager, there is an option to use WhatsApp as the call-to-action button. When users click this button, they will be redirected to send you a WhatsApp message. This gives users a direct way to get in touch with you, that can feel easier and more personal than Facebook Messenger or email- but this immediacy comes at the cost of limited tracking.
¶ How it works
The Facebook WhatsApp message integration works similarly to FB messenger integration: you can set it up in campaigns with the Traffic, Website Conversions or Messages objectives, which creates a call to action button for starting a conversation with your page.
There is, however, a major weakness to WhatsApp message conversions: they cannot be tracked after the landing page view. According to the agreement between WhatsApp and Facebook, Facebook is not allowed to track users’ actions on WhatsApp: so the WhatsApp integration will provide you with less data about users’ interactions with your messaging. However, chatting with your potential clients on WhatsApp will yield you their phone number which is probably going to serve as a better interaction channel than Facebook messenger.
¶ How to use it
While WhatsApp isn’t ideal for tracking, it is ideal for creating a personal relationship with your audience and talking to them before the conversion. That makes the WhatsApp integration ideal for either small businesses that can track customers manually, or anyone who wants to establish communication with the clients before the conversion: beauty salons, insurance companies, etc.
Setting it up is easy: go to your Facebook Business Settings, and click on WhatsApp accounts on the left side menu: then, click on Add WhatsApp account.
Here, you can enter your WhatsApp Business number, and click Continue. Verify your number, and voilà- you can now launch assets with the WhatsApp integration.
In summary, the WhatsApp integration is a useful way to start a conversation with your audience and make them more likely to convert. However, if accurate tracking is the priority for you, you should choose another message call-to-action, such as Facebook Messenger.