How to ensure CTWA ads only generate leads from the Facebook and Instagram
Learn how to set up placements in Meta Ads Manager so your Click-to-WhatsApp ads show only inside the Facebook and Instagram mobile apps, for better quality leads.
When you run Click-to-WhatsApp (CTWA) ads, some leads may come from people browsing Facebook or Instagram on a web browser, on desktop or mobile. These people often drop off before WhatsApp opens, which lowers lead quality and conversions. The fix is to show your ads only inside the Facebook and Instagram mobile apps, where tapping the ad opens WhatsApp smoothly. This article shows you how.
What's covered
Why browser leads are a problem
People who see your ad in a web browser have to jump from the browser to WhatsApp. Many of them drop off on the way. People who see your ad inside the Facebook or Instagram app can open WhatsApp in one tap, so they are much more likely to start a chat.
How to show your ads only in the apps
Step 1: Log in to Meta Ads Manager, open your CTWA campaign, and at the Ad Set level, scroll down to the Placements section.
Step 2 : Meta selects Advantage+ Placements (automatic) by default. Select Manual Placements instead, so you can choose exactly where your ad appears.
Step 3 : Under Device settings, select Mobile Only. If you see separate options for Mobile Web and Mobile App, keep Mobile App selected and deselect Mobile Web. This is the most important step, because it stops both desktop and mobile browser users from seeing your ad.
Step 4: Under Platforms, select only Facebook and Instagram. Deselect Messenger and Audience Network, since these bring in web traffic and third-party apps.
Step 5 : Pick only in-app placements, using the lists below to decide which ones to turn on and off.
Placements to turn on
Feeds and Explore: Facebook Feed, Facebook Profile Feed, Instagram Feed, Instagram Profile Feed, Instagram Explore, and Instagram Explore Home.
Stories and Reels: Facebook Stories, Facebook Reels, Instagram Stories, and Instagram Reels.
Placements to turn off
Feeds: Facebook Marketplace, Facebook Video Feeds, Facebook Right Column, Messenger Inbox, Facebook Business Explore, Threads Feed, and Facebook Notifications.
Stories and Reels: Messenger Stories.
In-stream ads: Facebook In-Stream Reels and Ads on Facebook Reels.
Search results: Facebook Search Results and Instagram Search Results.
Apps and sites (Audience Network): Audience Network native, banner, and interstitial, and Audience Network rewarded videos.
What you get
Your CTWA ads show only inside the Facebook and Instagram mobile apps.
Leads come from people who can tap and open WhatsApp directly.
You avoid drop-offs from desktop and browser users.
You get higher-quality leads, better conversion rates, and a better return on your ad spend.
Key takeaways
Browser users often drop off before WhatsApp opens, so they make weaker leads.
Switch from Advantage+ Placements to Manual Placements.
Set devices to Mobile Only, and keep Mobile App on and Mobile Web off.
Use only Facebook and Instagram, and turn off Messenger and Audience Network.
Keep feed, Explore, Stories, and Reels placements on, and turn the rest off.
Frequently asked questions
Related articles
How to create your CTWA ad in META ads managerGetting started with Click-to-WhatsApp (CTWA) adsUnderstanding the 7-day free messaging window for CTWA leadsLast updated