## Overview

The **Ads** module connects Meta paid traffic to your conversations operation. It covers two main
paths:

- **CTWA (Click-to-WhatsApp)** — when someone clicks an ad that opens WhatsApp, the conversation
  arrives with the **ad referral** (its source). The platform uses that data to **attribute** the
  conversation to the campaign, with nothing to wire by hand.
- **Lead Ads (leadgen)** — leads submitted through Meta ad forms are **ingested** and become
  **Contacts**, and can enter follow-up cadences and the CRM.
- **Click-to-Messenger and Click-to-Instagram Direct** — an ad click that opens a conversation in
  Messenger or Instagram Direct becomes an ad lead with that source, one per conversation. It shows up in
  the leads center (with its own tab once there are leads) and triggers the same lead flows: automations,
  follow-ups, group distribution, webhooks and the conversion event. WhatsApp-only actions are skipped and
  logged on those conversations, never sent on the wrong channel.
  In the conversation sidebar and the lead-details drawer, the preview shows the ad source and title, plus
  its image when Meta provides `photo_url`.

With this, you know which ad each conversation/lead came from and measure the funnel end to end.

## Prerequisites

- **Opt-in** module: it must be enabled for your account (feature flag `growth_ads`) and managing it
  requires administrator permission.
- For CTWA: a WhatsApp channel already receiving conversations (the ad referral arrives with the
  conversation).
- For leadgen: the Meta integration configured to receive ad-form events (Lead Ads).

## Step by step

1. Enable the **Ads** module in Growth and confirm administrator permissions.
2. **CTWA**: run click-to-WhatsApp ads normally on Meta. When a conversation originating from an ad
   arrives, the platform records the attribution automatically.
3. **Leadgen**: connect the ad forms (Lead Ads) so leads are ingested.
4. Verify that leads/conversations are **becoming Contacts** and, if desired, entering **CRM** and
   **Follow-ups**.
5. Track **attribution** and campaign performance in reports.

## Settings & options

- **CTWA attribution**: reads the ad referral that comes with the conversation to link it to the campaign.
- **Leadgen ingestion**: receives leads from ad forms and turns them into Contacts.
- **Destinations**: attributed leads/conversations can feed the CRM and follow-up cadences.
- **Conversions**: the conversion event can be propagated back to Meta when the conversions
  integration is configured.

## Use cases

- Know exactly which campaign generated each WhatsApp conversation.
- Capture Lead Ads leads and automatically start a recovery cadence.
- Measure the ad → conversation → deal → sale path in one funnel.
- Compare campaign performance to reallocate budget.

## Tips, limits & best practices

- Keep WhatsApp and the Meta integration healthy so you don't lose attribution.
- Combine CTWA with **Follow-ups** to respond fast and lift conversion.
- Use **launches** to coordinate dated campaigns.
- Respect the platforms' ad and data policies.

## Troubleshooting

- **The conversation wasn't attributed**: confirm the ad is click-to-WhatsApp and that the referral
  arrived with the conversation.
- **Ad leads don't show up**: review the leadgen ingestion setup with Meta.
- **I don't see the module**: it may not be enabled for your account or your role.

## See also

- [Growth & Marketing Studio overview](/hc/ajuda/articles/growth-marketing-overview-en)
- [Social publishing](/hc/ajuda/articles/growth-marketing-social-publishing-en)
- [Launch Groups](/hc/ajuda/articles/growth-marketing-turmas-de-lancamento-en)