The best way to increase Facebook ads ROI with Click to Messenger Ads and Conversion API

by | Sep 19, 2022

In 2022, Facebook steps up the game with Conversion API and Click to WhatsApp / Messenger ads, which allow businesses to minimize the effect of iOS 14 privacy issues and turn conversations into sales. Below blog post marks the best way to implement Conversion API (CAPI) and Click to Messenger Ads campaign.

Conversion API


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As the world of digital marketing continues to evolve and users pay more attention to their privacy, advertising platforms like Facebook or Google keep optimizing the way they collect data to keep up with the trend. In 2022, Facebook steps up the game with Conversion API and Click to WhatsApp / Messenger ads, which allow businesses to minimize the effect of iOS 14 privacy issues and turn conversations into sales. Below blog post marks the best way to implement Conversion API (CAPI) and Click to Messenger Ads campaign.

What is Conversion API (CAPI)?

Conversion API(CAPI) is the new tracking introduced by Facebook. iOS 14 greatly hinders the performance of digital marketers, unable to track customers’ online behavior.To cope with iOs 14 issue, Meta launched CAPI (take data from server directly) for a more detailed and in-depth tracking. 

Businesses can implement CAPI directly on the site’s operational internet server and CAPI data collected will be sent directly to Facebook’s server. As a result, even if the browser or operating system restricts Pixel data tracking, CAPI can still operate. 

Conversion API provides more complete data for ad optimisation

  • Web conversions
  • Post-conversion events 
  • Page visits

It is also highly flexible that can be implemented to our chatbot builder to track customers conversations with your business along customer journey, which can be a great tool to assist conversation marketing as marketers can now monitor the conversation closely and leverage the collected data as detailed targeting. 

It gives you more insight into your entire sales funnel than just using pixels. Also allows you to combine information such as CRM data and qualified leads. It also provides the necessary data for ad targeting, advertising report, etc. We can initiate conversation with customers through Messenger and create deeper connections with continuous conversations through chatbot and fit the data back to Meta Ad system for re-targeting afterward.

Click-to-Messenger + Recurring Notification Ads campaign 

CTX campaign is another ad format for effective ads targeting in Meta ad system. CTX refers to Click to Messenger or Click to WhatsApp Ads which enables advertisers to drive conversions through conversations. With Click to Messenger Ads, businesses can initiate conversations with prospects through Messenger and better nurture them by providing an engaging customer experience. Customers are also more likely to share their needs and information after first conversations. 

To handle the on-going conversation with customers, businesses can build chatbots to set up autoreply; they can also increase the audience’s intention to purchase by blasting out attractive coupons and providing more product details. 



CTX Ads campaign by Chic Me

Recurring Notification

On the other hand, Messenger launched a new product feature “Recurring Notification” for marketers to re-engage clients on a daily, weekly, or monthly basis after customers opt-in. It breaks the threshold of Messenger where businesses can only send out notifications to customers within 7 days since receiving the last reply from users. Along with Recurring Notification, businesses can build a solid customer base through setting up Click to Messenger ads and invite them to opt-in at the selected cadence.

It enhances the effectiveness in customer nurturing and further boosts up the ads performance. 

However, the existing ads system can only track the 1st response from customers (whether they have replied to the 1st message), they can be spammy clicks / quit the conversation without completing the desired action. Want to know how to achieve a more accurate targeting? Keep reading the blog post below! 

CAPI + Recurring Notification + Click to Messenger Ad = Conversational marketing winning strategy  

Step 1. Install CAPI to the chatbot for detailed targeting

CAPI is a very useful tool in conversational commerce as businesses can track and identify leads by adding CAPI to selected chatbot nodes. It can tell a lot about your audience demographic and customer behavior and these are valuable insights to your business. For example, sending notifications of forgotten items in shopping carts to specific customer groups, and sending redemption coupons based on items that customers are interested in. You can also use relevant information to retarget potential customers and turn them into your customers.

Step 2. Set up Recurring Notification in Messenger 

Recurring Notification can be set up in Messenger to enable customers’ opt-in. Businesses can release the latest product updates to subscribers organically without spending additional advertising costs. It is also a great tool for businesses with longer sales cycles. 

Step 3. Boost Click to Messenger campaigns to increase traffic

Once you got the tracking ready, you can now start boosting ads to direct more traffic to your chatbot! Businesses can create engaging Click to Messenger campaigns to attract more potential customers to engage with the company, and encourage customers to opt-in to Recurring Notification. It allows customers to receive related news on Messenger, increasing engagement and traffic. In short, more opt-in customers, lower advertising costs

The more customers opt-in, the higher the conversion rate!

Business owners will miss out on data about consumer behavior from non-sources on the site, such as completed orders, canceled applications, follow-up subscriptions, etc., as well as on more exact target audiences without integrating the Conversions API. Quickly connect the Conversion API into Sanuker to have additional access to information about your clients’ consumption patterns if you don’t want to miss out on this priceless data!