Click-to-WhatsApp Ads (CTWA ads) are all the rage today. Brands are finding it easier to engage with their customers with it. After all, it establishes a direct channel of communication, which makes the interaction quick, easy, and personal. Because of this smooth experience, CTWA ads are quickly taking the lead as the go-to communication strategy for companies looking to increase conversions and meaningful connections.

But there’s more to driving results than just sparking a conversation. To truly maximise their potential, marketers need visibility into what happens after the click. They want to know if customers are engaging with the brand meaningfully. Where do customers drop off in the funnel? Which strategies are effectively driving conversions?

The challenge lies in fragmented data and incomplete stories. Most tools cannot provide the clarity marketers need, leaving campaigns under-optimised and ROI untapped.

And this is where Karix’s Ads2Chat helps. An all-in-one platform, it simplifies how a business manages Click-to-WhatsApp campaigns. The platform centralises data from Meta Ads, conversations on WhatsApp, and other touchpoints to give marketers visibility and control over their campaign performance.

How CTWA Ads are Changing Marketing

In most traditional ads, the users are redirected to complex lead forms or website/app. But in WhatsApp has Click-to-WhatsApp (CTWA) ads, they are taken to a WhatsApp chat window, a platform they already use and trust. The users could be sent to WhatsApp through Facebook stories, Instagram reels, or posts. With this method, customers skip the friction of forms and redirects. And businesses get straight into conversation with them.

This direct connection is what makes CTWA ads so effective. Businesses can reduce costs on unnecessary steps, increase engagement with customers, and convert them faster.

While CTWA ads are promising for sure, running them effectively has its own hurdles. For one, tracking the performance of the campaigns is not straightforward. And because of this, optimization is like shooting an arrow in the dark.

The Challenges of CTWA Ads

While CTWA ads simplify customer engagement, they also come with challenges. Marketers often struggle with:

• Tracking what happens after the click: Are customers engaging? Where are they dropping off?
• Seeing the full picture as data is spread across Meta Ads Manager, WhatsApp, and CRMs.
• Missing opportunities to re-engage with users who abandon conversations as there is no straight-forward way to bring them back.

Ads2Chat platform helps marketer tackle these challenges.

Now, what is Ads2Chat Platform?

Karix’s Ads2Chat is a dashboard that helps help businesses to run, track, and optimise their CTWA ad campaigns. On this platform, you can see integrated data from Meta Ads, WhatsApp conversations, and your business’s app or website interactions. This gives themarketers a complete view of their  Click-to-WhatsApp ads’ performance.

With features like real-time insights, custom milestone tracking, and re-engagement tools, Ads2Chat ensures that no part of the customer journey is overlooked. From tracking click-to-chat ratios and engagement rates to bringing dropped-off users back into the funnel with personalised marketing messages – Ads2Chat transforms campaigns into engines of growth.

What makes Ads2Chat stand out is its broad integration across Meta, WhatsApp, and CRM systems, coupled with a user-friendly interface and scalable design. It is a solution built for enterprises looking to lower customer acquisition costs, improve conversions, and maximise ROAS.

How Ads2Chat Solves the Challenges with Optimising CTWA Ad Performance and Helps Maximises ROI

Ads2Chat offers views to marketers who want to track their CTWA ads and optimise them for superior performance. Here are the powerful capabilities that enable it:

1. Provide a Unified Full-Funnel Tracking

To optimise an ad, marketers need to track customer behaviour across platforms they touch. With Ads2Chat platform, you get to see a stitched-together view of data from Facebook/Instagram ads, WhatsApp, and your businesses’ website or app. All this on a single, unified dashboard.

Here’s how it works:

• From the moment a user clicks on your ad, Ads2Chat begins tracking their journey.
• All stages are captured. Be it ad clicks, WhatsApp chats, and interactions on website or app. This gives you an end to-end view of how users engage with your Ad campaigns.
• It shows your key metrics, such as click to-chat ratio, chat engagement rate, and conversion tracking. These metrics provide real-time insights to measure ad’s success and optimise campaigns efficiently.

2. Track Custom Milestones

Different customers go through different journeys. Some click an ad, explore a product, and make a purchase within minutes. Others browse your website multiple times, abandon their cart, and return days (or event months) later. With Ads2Chat, brands can configure custom milestones to track these varied behaviours across WhatsApp, apps, or websites.

This feature

• Provides granular insights into where users drop off — whether it’s during a WhatsApp chat, while browsing the product catalogue, at checkout or at any custom milestone you define.
• Allows marketers to spot underperforming touchpoints and refine them to improve engagement and conversions.
• Monitor how customers move through milestones, from initial interest to conversion, and adjust their strategies to align with evolving behaviours.
• By tailoring campaign milestones to match these unique customer journeys, Ads2Chat ensures that every interaction contributes to better performance and a higher ROI.

3. Provide Re-Engagement Capabilities

One of the most common challenges marketers face is customers dropping off at various funnel stages. But this does not mean it is the end of the journey. When done right, you can bring them back into the funnel. Ads2Chat helps you identify these opportunities, helping you reconnect with users and guide them back into the funnel seamlessly.

With the Ads2Chat platform, marketers can:

• Send personalised follow-ups to users who abandoned their journey, reigniting their interest and encouraging them to take the next step.
• Guide users back to WhatsApp or other platforms to complete specific actions, such as making a purchase, exploring a product, or filling out a form.
• Automate timely reminders and targeted offers that keep your brand top-of-mind and nudge users toward conversion.

How Titan Improved CTWA Ads ROI with Ads2Chat

Great campaigns don’t stop at clicks—they thrive on tracking and optimisation. Titan used Click-to-WhatsApp ads to refine its targeting in the competitive gifting segment, focusing on capturing high potential leads. With dynamic product catalogues and chatbot-driven shopping journeys, Titan delivered personalised experiences tailored to each user’s preferences.

Powered by Karix’s Ads2Chat Platform, Titan tracked key metrics like click-to-chat ratios, engagement rates, and conversions in real time. This visibility allowed them to optimise their campaigns on the go, doubling down on strategies that drove meaningful customer actions.

The results were impressive: a 25% increase in cart conversion rates, more than 500 watches added to carts, and a noticeable boost in lead quality for their gifting category.

Best Practices to Optimise CTWA Ad Performance

CTWA ads are powerful, but getting the most out of them requires careful planning and continuous improvement.

Here are a few tips to get the most out of your campaigns:

1. Use information from Meta Ads Manager to target people who are most likely to engage.
2. Build trust with user by personalizing your message to match their behaviour and preferences.
3. Test different creatives, CTAs, and workflows to find what resonates with your audience.
4. Use metrics like click-to-chat ratios and engagement rates to tweak and optimise your campaigns.
5. Always follow up with users to bring them back in your funnel. Use WhatsApp to reconnect.
6. Ensure your automated messages are humanized before you send them to the users.
7. Design your flow for mobile experience as most users are using the platform on their mobile phones.

Maximise Your Click-to-WhatsApp Ad Campaigns’ Returns with Ads2Chat platform

If you have been using Click-to-WhatsApp (CTWA) ads, you know that it has made it easier than ever to connect with your customers. But tracking these campaigns or fine-tuning campaigns based on data is still hard.

Ads2Chat platform is your way in to get a birds-eye view of your campaign performance, understand what’s working and what’s not. You can also identify where customers drop-off. With these insights, you can turn chats to conversions.

As we have seen in case of Titan, we know that when CTWA ads are paired with the right tools, you can target the right audience, get more conversions, and see a real impact on your ROI. If you want to get more out of your campaigns, Ads2Chat can help you do just that.

Book a strategy session with us today!