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WhatsApp attribution: which ad brought each conversation

Updated 2026-07-13

In two lines: each WhatsApp conversation can arrive identified with its origin. In CRM > Performance > Attribution you see which ad or channel brought each chat, and the sales that closed add to your ROAS.

How does MB Suite know where a chat came from?

There are two paths, and you can use both at once:

  • Click-to-WhatsApp (CTWA) — Meta ads with the "Send message" button that open a WhatsApp chat. Each conversation that comes in through there arrives with the ad and campaign that originated it. It shows in the Click-to-WhatsApp view of the attribution.
  • Web Tracking (MB Suite Pixel) — clicks to WhatsApp from your site (wa.me links). With the MB Suite Pixel installed, each conversation arrives identified with its origin channel and campaign. It shows in the Web Tracking view.

What do I have to enable?

  • For CTWA: enable Click-to-WhatsApp in your Meta Ads Manager and create ads that route to the connected WhatsApp. From there, MB Suite cross-references conversations with your campaigns.
  • For Web Tracking: you need the MB Suite Pixel installed on your site (see Install the MB Suite Pixel to attribute your web traffic). With the pixel active, each click to WhatsApp from your site arrives identified with its channel and campaign, just like the leads from your forms.

Where do I read the result?

In CRM > Performance, the Attribution tab, together with the rest of your channels. There the WhatsApp conversation that ended in a sale adds to your attributed revenue and your ROAS, with the same criteria as Meta, Google, or TikTok. The detail on how to read ROAS: Attribution: which campaign generated each sale (real ROAS).

Attribution is only as good as the origin the chats arrive with: if someone writes to you directly (without coming from an ad or your site), that conversation has no campaign to attribute.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.