The Meta Conversions API allows you to send conversion events directly from Callbell to Meta when a user interacts with your business on WhatsApp. It allows Meta to optimize Click to WhatsApp (CTW) campaigns based on real outcomes such as leads and purchases.
Callbell automatically identifies leads coming from Click to WhatsApp (CTW) campaigns. The campaign ID is stored in custom fields and shared with Meta when sending the event through the Conversions API.
How to Enable the Meta Conversions API
Connect the Number
Go to: https://dash.callbell.eu/settings/conversions_api > Select your WhatsApp number > Click on the three dots (⋮) > Click “Create Dataset”
Once the dataset is connect, the number is ready to send events to Meta.
How to Send Events to Meta
Events are sent using the bot action “Send Conversion API Event”, and there are two available event types: Lead Generated and Purchase.
1) Lead Generated
This event notifies Meta that a new lead has entered your funnel.
Recommended setup: Add the Lead Generated event in your main bot flow, typically at the beginning of the funnel (e.g., when the conversation starts or after qualification).
2) Purchase
This event should be sent when a lead converts into a customer, including the value of the sales. This allows Meta to optimize for completed sales and measure revenue.
Recommended setup: Trigger the Purchase event using automations, once the lead is marked as converted.
Setting the Purchase Value:
The Purchase event supports a value parameter.You can configure it in two ways: Fixed or Dynamic value
Option 1 — Fixed Value
Set a standard value directly in the Bot Builder. Example: Every converted lead = $100
Useful if your average ticket size is consistent.
Option 2 — Dynamic Value (Custom Fields)
If the sale amount varies: Create a custom field type number which the agent updates this field before conversion (e.g., “Conversion Value”). Use the custom field as a variable in the Purchase event
Important: The custom field must be filled in before the automation that sends the Purchase event is triggered. This ensures the correct revenue amount is shared with Meta.
Pro tip: You can have a validator in the automation to make sure the agent has filled the custom field correctly:
This setup provides Meta with both lead-level and revenue-level signals for campaign optimization and reporting.
Where to View the Events in Meta
All events sent through the Conversions API can be viewed in Meta Events Manager.
- Go to: https://eventsmanager.facebook.com/
- In the top-right corner, select the correct portfolio (Business Portfolio)
- Open the dataset connected to your WhatsApp number
Inside Events Manager you will be able to see the events received from Callbell, including Lead Generated and Purchase.
This allows you to monitor the total number of leads and purchases sent to Meta and use this data for campaign reporting and optimization.
Note: Events are not displayed instantly. Meta usually takes around 30 minutes to process and show new events in Events Manager.