The Meta Conversions API (CAPI) enables a direct connection between your marketing data and Meta’s ad optimization systems. By integrating CAPI with SleekFlow, businesses can optimize ad targeting, reduce cost per result, and measure outcomes across Meta technologies.

Integrating Meta Conversions API (CAPI) with SleekFlow enhances ad performance and conversion tracking by sending real-time event data directly to Meta. Here are the key benefits:

• Track WhatsApp conversations as conversions: Businesses running Click-to-WhatsApp (CTWA) ads can send WhatsApp conversation events directly to Meta, allowing for more accurate conversion tracking and better ad performance analysis.
• Measure customer actions across multiple channels: CAPI enables businesses to track interactions such as message replies, purchases, and form submissions on SleekFlow, ensuring a full-funnel view of customer journeys.
• Optimize ad targeting with first-party data: By sending high-quality event data from SleekFlow to Meta, businesses can improve audience segmentation and enhance retargeting campaigns based on actual customer engagement.
• Improve ad efficiency and lower acquisition costs: More precise conversion data helps Meta’s machine learning algorithms optimize ad delivery, reducing cost per lead or sale and improving overall return on ad spend (ROAS).

In this article, we will guide you through enabling CAPI integration and logging Meta conversion events in Flow Builder in SleekFlow.
 

Setting up your CAPI integration

Setting up your WABA channel before proceeding

Before accessing the CAPI integration page, you must have at least one WhatsApp Business API (WABA) account connected to your SleekFlow workspace.

If no WABA channel is connected, you can follow the steps below to connect one:

1. Click the icon on the left-hand navigation bar
2. Locate the “Conversion API (CAPI)” integration under marketing integration
   
    
3. Click “Connect” and you will be redirected to the “Connect to CAPI integration page”
   
    
4. Click “Go to Channels” to connect your WABA channel
5. Once you have completed connecting your WABA channel, you can follow the steps in this section to continue setting up your CAPI integration

Accessing the Connect to CAPI integration page

You can follow the steps here to access the “Connect to CAPI integration page”:

1. Click the icon on the left-hand navigation bar
2. Locate the “Conversion API (CAPI)” integration under marketing integration
   
    
3. Click “Manage integration”
4. You will be redirected to the Conversion API integration dashboard, where you will find all WhatsApp Business accounts that are connected to your SleekFlow account
   
    
5. In the Conversion API integration dashboard, you will find the following columns
   1. WhatsApp Business account: The name of the WhatsApp Business account connected to your SleekFlow workspace.
   2. WhatsApp Business account ID: The unique Meta-generated ID for the WhatsApp Business account. This is used for identifying and managing your WhatsApp Business account on Meta’s platform.
   3. CAPI dataset: The unique ID of the CAPI dataset created for each WhatsApp Business account. This dataset stores the conversion events that will be sent to Meta through the Conversions API. If no dataset is connected yet, you’ll see a dash (–). In order to enable CAPI integration, a CAPI dataset is required. You can follow the steps in this section to create a dataset
   4. Connected on: The date and time when the WhatsApp Business account was connected to your SleekFlow account
   5. Action: Allows you to manage your CAPI integration. If a dataset hasn’t been created yet, you’ll see a “Create dataset” button here

Create a CAPI dataset

Creating a dataset is a required step before you can log any conversion events using CAPI. A dataset is a container that stores the conversion events you want to send to Meta via CAPI. It serves as the foundation for tracking and analyzing user interactions from your WhatsApp conversations.
You can follow the steps below to create a CAPI dataset:

1. In the CAPI integration dashboard, locate the WhatsApp Business account that you would like to create a CAPI dataset for
   
    
2. Under the “Action” column, click “Create dataset” 
3. SleekFlow will generate a unique dataset ID and connect it to your WhatsApp Business Account. You will find the created dataset under the “CAPI dataset” column
4. Once a dataset is created, you can then start logging Meta conversion events in Flow Builder

Logging Meta conversion events in Flow Builder

Once your dataset is created, you can start logging conversion events using the “Send Meta conversion event” action node in Flow Builder. This allows you to track user interactions and send them back to Meta through Conversion API (CAPI) for more accurate attribution and optimization.
 

You can pair this node with different Flow triggers to track meaningful events. Here are some common use cases:

• Log lead event with “CTWA ad incoming message” trigger node
  • Trigger a lead event when a user responds to a CTWA ad to track interest and engagement.
• Log purchase event with “Contact property changed" trigger node”
  • Especially useful when paired with platforms like Shopify. For example, when the contact’s purchase value is updated, log a purchase event with the amount.
• Log conversion event with “Label added” trigger node
  • When a specific label is added to a contact (For example:, “Hot lead” or “Signed up”), log that as a conversion signal to Meta.

You can follow the steps below to set up the “Send Meta conversion event” action node:

1. Click on the node to open up its form, which will appear on the right side of the screen
   
    
2. Select the WhatsApp Business account. If you haven’t created a dataset for the connected WhatsApp Business account, follow the steps in this section to create one.
    
3. Fill in the required fields for this node:
   1. Event type: Choose the event type that define the type of customer interaction you are tracking. This helps Meta understand what kind of conversion took place and attribute it to your ad campaigns. Here are the options you can choose from the “Event type” dropdown menu:
      1. Purchase: Use this when a customer completes a purchase. For example, if you’re using SleekFlow with Shopify, you can log this event when the order status is updated or a transaction is confirmed. This event typically includes details like purchase value and currency.
      2. Lead submitted: Use this when a customer expresses interest by taking an action such as filling out a form, starting a WhatsApp conversation from an ad, or completing a sign-up flow. This event is ideal for tracking leads generated from CTWA (Click-to-WhatsApp) ads or other intent-based interactions.
   2. Action source (Pre-selected): This field is pre-filled with Business messaging, indicating the conversion originated from a messaging interaction.
   3. Messaging channel (Pre-selected): This field is automatically set to WhatsApp, as SleekFlow supports CAPI events through the WhatsApp Official API.
   4. Click to WhatsApp (CTWA) Click ID: Choose the variable that captures the Meta Click ID (also known as waba_ctwa_id) from the original ad click. This is crucial for event attribution. Without this ID, Meta will not associate the conversion with the ad.
   5. Currency: Select the currency used in the transaction (For example: USD, HKD). This is required when logging a Purchase event.
   6. Total amount: Enter the total purchase value. You can use a fixed value or a variable that pulls from your eCommerce platform or CRM (e.g., from a Shopify order).