How to Ensure CTWA Ads Only Generate Leads from the Facebook & Instagram Apps

When running Click-to-WhatsApp (CTWA) ads, you might notice that some leads come from people browsing Facebook or Instagram on a web browser (desktop or mobile browser).

👉 The challenge: Browser users often drop off before opening WhatsApp, which reduces lead quality and conversion rates.

👉 The solution: You can set up your Ads Manager so your CTWA ads only show inside the Facebook and Instagram mobile apps — ensuring smoother redirection to WhatsApp and higher-quality leads.

This guide will walk you through the exact steps.

Step 1: Open Your Campaign in Ads Manager

1. Log in to Meta Ads Manager.

2. Go to your CTWA Campaign.

3. At the Ad Set level, scroll down to the Placements section.

Step 2: Select Manual Placements

• By default, Meta chooses Advantage+ Placements (automatic).

• Instead, select Manual Placements so you can choose exactly where your ad should appear.

Step 3: Devices → Choose Mobile Only

This is the critical step you flagged.

• Under Device settings, select Mobile Only.

• If there’s an explicit option for Mobile Web vs Mobile App, make sure Mobile App (or “Mobile only / App only”) is selected and Mobile web is deselected.

• This prevents both desktop and mobile browser users from seeing your ad.

Step 4: Choose the Right Platforms

• Select only Facebook and Instagram.

• Deselect Messenger and Audience Network (these bring in web traffic and third-party apps).

Step 5: Pick Only In-App Placements

Here are the placements you should enable (✅ keep these ON):

✅ Feeds & Explore

• Facebook Feed

• Facebook Profile Feed

• Instagram Feed

• Instagram Profile Feed

• Instagram Explore

• Instagram Explore Home

✅ Stories & Reels

• Facebook Stories

• Facebook Reels

• Instagram Stories

• Instagram Reels

Here are the placements you should disable (❌ turn these OFF):

❌ Feeds

• Facebook Marketplace

• Facebook Video Feeds

• Facebook Right Column

• Messenger Inbox

• Facebook Business Explore

• Threads Feed

• Facebook Notifications

❌ Stories & Reels

• Messenger Stories

❌ In-Stream Ads

• Facebook In-Stream Reels

• Ads on Facebook Reels

❌ Search Results

• Facebook Search Results

• Instagram Search Results

❌ Apps & Sites (Audience Network)

• Audience Network native, banner, and interstitial

• Audience Network rewarded videos

🎯 Final Outcome

By following these steps:

• Your CTWA ads will only be shown inside the Facebook and Instagram mobile apps.

• Leads will come from people who can seamlessly click and open WhatsApp directly.

• You avoid drop-offs from desktop and browser users.

• This ensures higher-quality leads and better conversion rates.

✅ That’s it! With this setup, your CTWA ads will focus only on in-app users, giving you cleaner results and better ROI.