How to Interpret the Inbound Metrics Report: Click to WhatsApp?
This article explains how to use and interpret the Click to WhatsApp report within Atom, what metrics it includes, how to link Meta Ads campaigns, and how to visualize the performance of conversations generated from ads.
IMPORTANT: To view this report correctly, you must have your Ads manager account linked in Atom. For more information on how to do this, visit the following article.
❓Frequently asked question or initial context
How can I see the real impact of my Click to WhatsApp campaigns in Meta Ads from Atom? Where are the generated conversations, ad spend, and associated sales reflected?
The Inbound Metrics: Click to WhatsApp report was designed to centralize and combine advertising campaign information with conversations that start in Atom, allowing you to visualize the entire customer journey: from clicking on the ad to assignment, classification, or sale.
🤓 Explanation
To properly access this report, it ismandatory to have the Meta Ads Manager account linked to Atom.
If you haven't already, you can consult the article "How to link your Meta Ads Manager account in Atom".
This report allows you to visualize:
The total invested in ads that generated conversations in Atom.
The total invested in ads that generated conversations in Atom.
Conversations started from campaigns.
Conversations started from campaigns.
How many were assigned, sold, and how they behaved per day.
How many were assigned, sold, and how they behaved per day.
A complete sales funnel with traceability to the agent or group.
A complete sales funnel with traceability to the agent or group.
The report is divided into the following tabs:
Overview
Overview
Ad Details
Ad Details
Linked and Unlinked Accounts
Linked and Unlinked Accounts
Audit
Audit
⚙️ Troubleshooting: Step by step
To properly access and configure the report:
Go to Reports>Inbound Metrics: Click to WA.
Go to Reports>Inbound Metrics: Click to WA.
Make sure the Ads Manager account islinked.
Make sure the Ads Manager account islinked.
Apply the available filters:Execution DateAdvertising accountCampaign, audience, adChannel (phone line)Bot nameAssigned group and agentFlow classification and tag
Apply the available filters:
Execution Date
Execution Date
Advertising account
Advertising account
Campaign, audience, ad
Campaign, audience, ad
Channel (phone line)
Channel (phone line)
Bot name
Bot name
Assigned group and agent
Assigned group and agent
Flow classification and tag
Flow classification and tag
To identify conversations generated from Meta Ads campaigns:
Go to theAd Details tab.
Go to theAd Details tab.
Select the campaign or ad of interest.
Select the campaign or ad of interest.
Verify the volume of conversations originating from that ad in Atom.
Verify the volume of conversations originating from that ad in Atom.
If the ad appears associated with anunlinked account, you can:Filter by "Unlinked Account".Go to theAd Details tab.Click on the ad URL to see which Meta account it belongs to.Then, link it from the settings so that it is integrated into the report.
If the ad appears associated with anunlinked account, you can:
Filter by "Unlinked Account".
Filter by "Unlinked Account".
Go to theAd Details tab.
Go to theAd Details tab.
Click on the ad URL to see which Meta account it belongs to.
Click on the ad URL to see which Meta account it belongs to.
Then, link it from the settings so that it is integrated into the report.
Then, link it from the settings so that it is integrated into the report.
To download the report data:At the top of the report there is a link that says "Export tab as PDF"In the case of the audit tab, the download will include up to 1,000,000 complete records.
To download the report data:
At the top of the report there is a link that says "Export tab as PDF"
In the case of the audit tab, the download will include up to 1,000,000 complete records.
✅ Possible solutions
📌 If the report does not show data for a campaign:
Make sure theadvertising account is properly linkedto Atom.
Make sure theadvertising account is properly linkedto Atom.
Check if the number associated with the ad is the same one that is active in Atom.
Check if the number associated with the ad is the same one that is active in Atom.
Confirm that the ad is aClick to WhatsApptype.
Confirm that the ad is aClick to WhatsApptype.
📌 If unlinked accounts appear with activity:
This means that there are conversations started from an ad, but the Ads account has not yet been linked.
This means that there are conversations started from an ad, but the Ads account has not yet been linked.
It is recommended to identify the account (via URL in the ads tab) and link it to obtain complete information.
It is recommended to identify the account (via URL in the ads tab) and link it to obtain complete information.
📌 If you want to analyze the cost per conversation:
In theLinked Accounts tab, thetotal amount spent, thecost per conversation,assignments,sales, etc., grouped by account, is displayed.
In theLinked Accounts tab, thetotal amount spent, thecost per conversation,assignments,sales, etc., grouped by account, is displayed.
📝 Additional notes
Sales funnel included:The report has a funnel that shows:Total conversations started.How many were assigned.How many ended in a sale.This allows you to evaluate the performance of each campaign in terms of conversion, not just investment.
Sales funnel included:The report has a funnel that shows:
Total conversations started.
Total conversations started.
How many were assigned.
How many were assigned.
How many ended in a sale.This allows you to evaluate the performance of each campaign in terms of conversion, not just investment.
How many ended in a sale.This allows you to evaluate the performance of each campaign in terms of conversion, not just investment.
To see the other sections of the Inbound Report, visit the following articles:
Inbound Report Metrics - Overview Section
Inbound Report Metrics - Bots Section