CAPI Integration
What is CAPI?
CAPI (Conversions API) is a server-side integration that sends conversion events — such as Lead and Purchase — from Gallabox back to Meta. This is how Meta learns who your best customers are: not just who clicked your ad, but who actually started a conversation, became a lead, or made a purchase. CAPI works for ads running on both Facebook and Instagram.
What is the use of CAPI?
Without CAPI, Meta only knows someone clicked your ad. With CAPI, Meta receives the full conversion signal — which conversations turned into leads or sales — and uses that data to improve who sees your ads next.
Helps Meta find better customers: Conversion signals power Meta’s machine learning. Your ads get shown to people more likely to buy, not just people likely to click.
Speeds up Meta’s Learning Phase: Meta needs approximately 50 conversion events per week to optimize your campaign stably. CAPI provides those signals from WhatsApp conversations, not just ad clicks.
Prevents wasted budget ("Learning Limited"): Without enough conversion data, Meta can’t optimize and your budget is spent inefficiently. CAPI keeps your campaign learning and improving.
Accurate, server-side tracking: Works even if customers use ad blockers or iOS privacy settings — your conversion data isn’t lost.
Full funnel visibility: See the complete journey from ad click → WhatsApp message → Lead → Purchase, not just clicks.
Important Note: CAPI is not available in Europe or Japan at this time, so it would not work in those regions.
How to configure CAPI
Setting up CAPI is easy and can be done directly from your CTWA page. Here’s a step-by-step guide to help you get started:
On CTWA logs page, you will see a button labeled CAPI Configuration in the top-right corner. Click on the CAPI Configuration button to start setting up.
After clicking the CAPI Configuration button, a Meta window will pop up. You will be asked to give permission to sync your Click-to-WhatsApp campaigns. Once you approve it, your account will be connected.
Now, you can define what counts as a Lead and a Purchase and send back to Meta for better ad optimization.
When someone messages you through the CTWA ad, they will be automatically marked as a lead. Or, you can choose to mark a contact as a lead when they are tagged with a specific label, like "Interested".
You can mark contacts as purchases when they message you about buying something or when a certain tag is applied to the conversation. If you choose purchases, you will also need to enter an average order amount and select the currency your business uses.
Here is how you can set it up:
Toggle on the switch for the conversion event (Leads and Purchase), select the desired event trigger from the dropdown for the listed conversation events. Click on save to send the triggers to Meta.
With everything set up, the CTWA logs page displays Lead/Purchase events in a new column. Errors are clearly indicated, and duplicate events are prevented. CAPI offers greater control over Click-to-WhatsApp ads, improving lead/purchase tracking for optimized campaigns and audience reach.
Additional Points:
Who can use CAPI?
CAPI is available for all plans, and anyone with access to CTWA can view and manage these settings.
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