Meta’s ad performance tracking tools combine Automatic Events and the Conversion API (CAPI) to help you capture key customer actions—such as potential leads and purchase events—from your WhatsApp conversations.

Automatic Events allow Meta to automatically detect high-intent behaviours, while CAPI sends additional server-side signals directly from SleekFlow to Meta’s optimisation systems. By using both together, you get a more complete attribution picture, improved audience targeting, and better optimisation for your Meta campaigns.

Integrating Meta ad performance tracing tools with SleekFlow enhances ad performance and conversion tracking by sending real-time event data directly to Meta. Here are the key benefits:

• Track WhatsApp conversations as conversions: Businesses running Click-to-WhatsApp (CTWA) ads can send WhatsApp conversation events directly to Meta, allowing for more accurate conversion tracking and better ad performance analysis.
• Measure customer actions across multiple channels: CAPI enables businesses to track interactions such as message replies, purchases, and form submissions on SleekFlow, ensuring a full-funnel view of customer journeys.
• Optimize ad targeting with first-party data: By sending high-quality event data from SleekFlow    to Meta, businesses can improve audience segmentation and enhance retargeting campaigns based on actual customer engagement.
• Improve ad efficiency and lower acquisition costs: More precise conversion data helps Meta’s machine learning algorithms optimize ad delivery, reducing cost per lead or sale and improving overall return on ad spend (ROAS).

In this article, we will guide you through enabling Meta Automatic Events and CAPI integration and logging Meta conversion events in Flow Builder in SleekFlow.

Setting up your Meta ad performance tracking tool integration

Setting up your WABA channel before proceeding

Before accessing the Meta ad performance tracking tool integration page, you must have at least one WhatsApp Business API (WABA) account connected to your SleekFlow workspace.

If no WABA channel is connected, you can follow the steps below to connect one:

1. Click the icon on the left-hand navigation bar
2. Locate the “Meta ad performance tracking tools” integration under marketing integration
   
    
3. Click “Connect” and you will be redirected to the “Connect to Meta ad performance tracking tools integration” page
   
4. Click “Connect WhatsApp Business account” to connect your WABA channel
5. Once you have completed connecting your WABA channel, you can follow the steps in this section to continue setting up your Meta Automatic events and CAPI integration

Accessing the Meta ad performance tracking tool integration page

You can follow the steps here to access the “Connect to CAPI integration page”:

1. Click the icon on the left-hand navigation bar
2. Locate the “Meta ad performance tracking tools” integration under marketing integration
   
3. Click “Manage integration”
4. You will be redirected to the “Meta ad performance tracking tools” dashboard, where you will find all WhatsApp Business accounts that are connected to your SleekFlow account
   
5. In the Meta ad performance tracking tools integration dashboard, you will find the following columns
   1. WhatsApp Business account: The name of the WhatsApp Business account connected to your SleekFlow workspace.
   2. WhatsApp Business account ID: The unique Meta-generated ID for the WhatsApp Business account. This is used for identifying and managing your WhatsApp Business account on Meta’s platform.
   3. CAPI dataset: The unique ID of the CAPI dataset created for each WhatsApp Business account. This dataset stores the conversion events that will be sent to Meta through the Conversions API. If no dataset is connected yet, you’ll see a “Create dataset” button . In order to enable CAPI integration, a CAPI dataset is required. You can follow the steps in this section to create a dataset
   4. Meta Automatic Events: Shows whether Automatic Events are enabled for this WhatsApp Business Account. Click Manage to open Meta Business Manager and update the settings. You can follow the steps in this section to enable Meta Automatic Events.
   5. Connected on: The date and time when the WhatsApp Business account was connected to your SleekFlow account

Create a CAPI dataset

Creating a dataset is a required step before you can log any conversion events using CAPI. A dataset is a container that stores the conversion events you want to send to Meta via CAPI for that WABA number. It serves as the foundation for tracking and analyzing user interactions from your WhatsApp conversations.

You can follow the steps below to create a CAPI dataset:

1. In the CAPI integration dashboard, locate the WhatsApp Business account that you would like to create a CAPI dataset for
   
2. Under the “CAPI dataset” column, click “Create dataset” 
3. SleekFlow will generate a unique dataset ID and connect it to your WhatsApp Business Account. You will find the created dataset under the “CAPI dataset” column
4. Once a dataset is created, you can then start logging Meta conversion events in Flow Builder

Enable Meta Automatic Events

You can enable Meta Automatic Events to let Meta detect potential lead and purchase events directly from your CTWA initiated WhatsApp conversations. This setting is managed in Meta Business Manager.

Follow the steps below to turn it on:

1. In the “Meta ad performance tracking tools” dashboard, go to the Meta Automatic Events column for your WhatsApp Business Account.
   
2. Click “Manage”. A new tab will open in Meta Business Manager.
3. Scroll to the Privacy and data sharing section.
   
4. Turn on the following options:
   1. Automatically identify lead events from conversations in this account
   2. Automatically identify order events from conversations in this account
5. Return to SleekFlow to continue setting up CAPI or other ad performance tracking workflows.

Logging CTWA conversion events in Flow Builder

To track Click-to-WhatsApp (CTWA) conversions, you’ll need to build an automation flow using both Meta Automatic Events and CAPI. Start by using the Meta Automatic Event detected trigger to capture potential lead or purchase signals identified by Meta.

After the trigger is set, add the relevant Meta conversion event action nodes to send structured conversion data back to Meta through CAPI for attribution and optimisation:

• Detecting potential conversion events using Automatic Events
• Logging Meta conversion events via CAPI

This workflow ensures you capture both Meta-detected events and server-side events for complete CTWA conversion tracking.

Detecting potential conversion events

Once you enable Meta Automatic Events, you can use the Meta Automatic Event detected trigger node in Advanced Flow Builder to track potential lead or purchase events identified by Meta. This allows you to automate follow-up actions, enrich contacts, or pass additional data to Meta through CAPI for more complete attribution.

To set up the trigger:

1. In Advanced Flow Builder, click on the node to open up its form, which will appear on the right side of the screen
   
2. Select the WhatsApp Business account you have opted in for Automatic Events.
   
3. Choose the event type you want to track:
   
   1. Lead submission
   2. Purchase
4. Continue building your flow with the responses or actions you want to automate.

Log Meta conversion events

Once your dataset is created, you can start logging conversion events using the “Send Meta conversion event” action node in Flow Builder. This allows you to track user interactions and send them back to Meta through Conversion API (CAPI) for more accurate attribution and optimization.

You will typically pair this action node with the Meta Automatic Event detected trigger to track potential lead or purchase events identified by Meta. This ensures your CTWA signals and metadata are consistently sent back to Meta for attribution and optimisation.

You can also use this action node with other Flow triggers if you want to log additional conversion signals. For example:

• “CTWA ad incoming message” trigger: Log a lead event when a user replies to your Click-to-WhatsApp ad.
• “Contact property changed” trigger: Useful for platforms like Shopify—log a purchase event when the contact’s order value is updated.
• “Label added” trigger: Log a conversion when a contact is marked with labels such as “Hot lead” or “Signed up”.

You can follow the steps below to set up the “Send Meta conversion event” action node:

1. Click on the node to open up its form, which will appear on the right side of the screen
   
2. Select the WhatsApp Business account. If you haven’t created a dataset for the connected WhatsApp Business account, follow the steps in this section to create one.
3. Fill in the required fields for this node:
   1. Event type: Choose the event type that define the type of customer interaction you are tracking. This helps Meta understand what kind of conversion took place and attribute it to your ad campaigns. Here are the options you can choose from the “Event type” dropdown menu:
      1. Purchase: Use this when a customer completes a purchase. For example, if you’re using SleekFlow with Shopify, you can log this event when the order status is updated or a transaction is confirmed. This event typically includes details like purchase value and currency.
      2. Lead submitted: Use this when a customer expresses interest by taking an action such as filling out a form, starting a WhatsApp conversation from an ad, or completing a sign-up flow. This event is ideal for tracking leads generated from CTWA (Click-to-WhatsApp) ads or other intent-based interactions.
   2. Action source (Pre-selected): This field is pre-filled with Business messaging, indicating the conversion originated from a messaging interaction.
   3. Messaging channel (Pre-selected): This field is automatically set to WhatsApp, as SleekFlow supports CAPI events through the WhatsApp Official API.
   4. Click to WhatsApp (CTWA) Click ID: Choose the variable that captures the Meta Click ID (also known as waba_ctwa_id) from the original ad click. This is crucial for event attribution. Without this ID, Meta will not associate the conversion with the ad.
   5. Currency: Select the currency used in the transaction (For example: USD, HKD). This is required when logging a Purchase event.
   6. Total amount: Enter the total purchase value. You can use a fixed value or a variable that pulls from your eCommerce platform or CRM (e.g., from a Shopify order).