Ads & conversions
Send CRM outcomes to Meta and TikTok as conversions. Seeing which Click-to-WhatsApp ads start conversations that close is coming soon.
Ads & conversions sends CRM outcomes (leads, qualified deals, payments) back to Meta and TikTok as conversions, so the ad platforms can optimise for real customers instead of chats. It's also built to tie your Meta Click-to-WhatsApp ads to what happens next in Mokanata: the conversations they start, the leads that qualify, the deals you win and the revenue those deals bring.
Coming soon
Mokanata doesn't read Click-to-WhatsApp ads or spend from Meta yet, and signing in to a Meta ad account is coming soon, so the results on this page only fill in for the sample workspace; the screenshots come from it. Sending conversions to Meta and TikTok works now, and Google Ads conversions are coming soon.
- Who can use it: Everyone in the workspace can see results, conversion destinations and the event log. Connecting ad accounts and destinations and sending test events needs Connect ad platforms, and changing which events are sent needs Edit conversion events. Owners and admins have both by default; members and viewers don't. See Roles and permissions.
- Before you start: A Meta ad account connected in Setup → Ad platforms, once signing in to ad accounts is available (see Connect ad platforms). Only Meta ad accounts feed this page, because Click-to-WhatsApp ads run on Meta.
Open Ads & conversions
In the sidebar, under Growth, click Ads & conversions (or press G then D). The line under the title sums up what's connected, for example "2 Meta ad accounts · 5 Click-to-WhatsApp ads · sending to Meta".
The page has four tabs:
| Tab | What it shows |
|---|---|
| Overview | Headline results, the funnel and trend, your top ads and the state of each conversion destination. |
| Click-to-WhatsApp | Every ad with its numbers, and the ad detail sheet. The count is the number of ads. See Click-to-WhatsApp ads. |
| Destinations | The Meta and TikTok conversion destinations (Google Ads is coming soon) and the event mapping. The count reads like "1/3": destinations sending out of three. See Send conversions to Meta and TikTok. |
| Event log | Match quality and every event Mokanata sent. See Test events and the event log. |
Connect ad account in the header opens Setup → Ad platforms on the Meta sign-in, where ad accounts are connected.
Read the results
Pick a date range
Use the date menu in the header to choose Last 7 days, Last 30 days (the default) or Last 90 days. The range applies to the Overview and Click-to-WhatsApp tabs; destinations and the event log always cover the last 24 hours, so the menu is hidden there.
Read the six tiles
The tiles add up every Click-to-WhatsApp ad in your connected Meta ad accounts for the range. Hover a shortened figure to see it in full.
| Tile | What it counts |
|---|---|
| Conversations started | Conversations where a customer messaged you from an ad. |
| Qualified leads | Those conversations marked qualified, by an agent or a person. |
| Deals won | Deals won from those conversations. |
| Revenue attributed | The value of those deals won, credited to the last ad clicked within 28 days. |
| Cost per conversation | Ad spend divided by conversations started. The total spend shows next to it. |
| Return on ad spend | Revenue attributed divided by spend, shown as a multiple like 29.4×. |
Spend is read from Meta and shown, like revenue, in your workspace currency (set in Language and region).
Follow the funnel and the trend
Funnel shows conversations, qualified leads and deals won as bars, with each step's share of the step before. Trend plots the same three lines over the range, by day, or by week for Last 90 days, with a one-line summary underneath.
With Last 90 days the trend switches to weekly points:
Check your top ads and destinations
Top ads by revenue lists your three best ads with their campaign, conversations, deals won, revenue and return on ad spend. Click an ad to open its detail sheet, or All ads to go to the Click-to-WhatsApp tab.
Conversion destinations shows Meta, TikTok and Google Ads (coming soon) with their state and, for a connected one, the events sent in the last 24 hours and its match quality. Click Manage to go to the Destinations tab.
When a token expires
If a conversion destination's access token expires, a red notice shows at the top of every tab, for example TikTok access token expired, with how many events are waiting. Click Update token on the notice to paste a new one. Waiting events are kept and sent once it's fixed. See Fix an expired token.
Before you connect a Meta ad account
Without a Meta ad account, the Overview and Click-to-WhatsApp tabs show Connect a Meta ad account instead of results, saying that reading your Click-to-WhatsApp ads and spend is coming soon. Connect Meta ad account opens Setup → Ad platforms. The Destinations and Event log tabs work as usual, so you can set up conversion destinations first.
Mokanata will only read your ads
Once it reads them, Mokanata will read ads and spend from Meta only. It won't edit campaigns, budgets or bids.
What members and viewers see
Anyone without Connect ad platforms or Edit conversion events sees a View only notice under the title. They can read every tab; Connect ad account, Update token and the other buttons that change something stay visible but disabled, and say why when you point at them.
Troubleshooting
Your Meta ad accounts are connected, but none of them ran ads that open WhatsApp in the selected range. A newly connected account fills in over a few minutes. Try a longer range, or connect the ad account that runs your Click-to-WhatsApp ads with Connect Meta ad account.
This page shows Click-to-WhatsApp ads, which run only on Meta. Google, TikTok and other platforms connected in Setup → Ad platforms are read for campaigns and spend there. You can still send conversions back to TikTok and Google from the Destinations tab.
Your role doesn't include Connect ad platforms. Point at the button to see why, and ask an owner or admin to connect the account or change your role in Settings → Members & roles.
If you open a link to an ad whose ad account was disconnected, a notice says the ad is in an account that isn't connected. Its results show again once that ad account is reconnected in Setup → Ad platforms. A link that matches no ad says "That ad link doesn't match an ad in your connected ad accounts".
Next steps
Click-to-WhatsApp ads
Compare ads and open an ad's creative, referral and conversations.
Send conversions to Meta and TikTok
Connect destinations and choose which CRM events they receive.
Connect ad platforms
Bring in Meta and other ad accounts, read-only.
Reports
Revenue, conversations and automation across the workspace.
Payment gateways and QRIS
Turn your static QRIS into a QRIS with each order's total filled in. Payment gateways for online payment links are coming soon.
Click-to-WhatsApp ads
The Click-to-WhatsApp tab, built to compare ads by conversations, revenue, cost and ROAS. Reading your ads from Meta is coming soon.