> For the complete documentation index, see [llms.txt](https://learn.doubletick.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://learn.doubletick.io/click-to-whatsapp/ctwa/how-to-ensure-ctwa-ads-only-generate-leads-from-the-facebook-and-instagram.md).

# 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](#why-browser-leads-are-a-problem)
* [How to show your ads only in the apps](#how-to-show-your-ads-only-in-the-apps)
* [Placements to turn on](#placements-to-turn-on)
* [Placements to turn off](#placements-to-turn-off)
* [What you get](#what-you-get)
* [Key takeaways](#key-takeaways)

#### 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.

<figure><img src="https://2303112206-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F53n17VnOICC1LtDqlENV%2Fuploads%2FQ4e0gTa8G2kLx2hWO3Fd%2Fimage.png?alt=media&#x26;token=7897c801-5ade-4798-8b01-e582db5cc703" alt=""><figcaption></figcaption></figure>

**Step 2 :**\
Meta selects **Advantage+ Placements** (automatic) by default. Select **Manual Placements** instead, so you can choose exactly where your ad appears.

<figure><img src="https://2303112206-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F53n17VnOICC1LtDqlENV%2Fuploads%2F96n0ailKAfiOyxqAYbYx%2Fimage.png?alt=media&#x26;token=34dc4fc7-90aa-46c6-ae20-505dbf52b6f1" alt=""><figcaption></figcaption></figure>

**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.

<figure><img src="https://2303112206-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F53n17VnOICC1LtDqlENV%2Fuploads%2F7o91o9Tf1MySlaQWSz1h%2Fimage.png?alt=media&#x26;token=be470701-c3ab-4fd6-bfa0-036ff86405fe" alt=""><figcaption></figcaption></figure>

**Step 4:**\
Under **Platforms**, select only **Facebook** and **Instagram**. Deselect **Messenger** and **Audience Network**, since these bring in web traffic and third-party apps.

<figure><img src="https://2303112206-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F53n17VnOICC1LtDqlENV%2Fuploads%2FpxzosV1SKCp3VP8qgNgp%2Fimage.png?alt=media&#x26;token=54ef5f99-9484-4d07-b4ff-df66e90a7674" alt=""><figcaption></figcaption></figure>

**Step 5 :**\
Pick only in-app placements, using the lists below to decide which ones to turn on and off.

<figure><img src="https://2303112206-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F53n17VnOICC1LtDqlENV%2Fuploads%2F6m2PGzzZuQrD756vGF2c%2Fimage.png?alt=media&#x26;token=d4ee67a8-3614-439b-ba74-da486b6a37bd" alt=""><figcaption></figcaption></figure>

#### 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

<details>

<summary>Why should I avoid showing CTWA ads to browser users?</summary>

People on a web browser have to switch to WhatsApp after tapping the ad, and many drop off. App users can open WhatsApp in one tap, so they turn into better leads.

</details>

<details>

<summary>Where do I find the placement settings?</summary>

Open your CTWA campaign in **Meta Ads Manager** and scroll to the **Placements** section at the **Ad Set** level.

</details>

<details>

<summary>Which step matters most?</summary>

Setting devices to **Mobile Only**, with **Mobile App** selected and **Mobile Web** deselected. This keeps desktop and mobile browser users from seeing your ad.

</details>

<details>

<summary>Why should I turn off Messenger and Audience Network?</summary>

They bring in web traffic and third-party apps, which lead to more drop-offs.

</details>

#### Related articles

{% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/LUm4ukuWCfXaquloq8sc" %}
[How to create your CTWA ad in META ads manager](/click-to-whatsapp/ctwa/ctwa-guide/how-to-create-your-ctwa-ad-in-meta-ads-manager.md)
{% endcontent-ref %}

{% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/KUGuRdyAXCLyNn76LWHJ" %}
[Getting started with Click-to-WhatsApp (CTWA) ads](/click-to-whatsapp/ctwa/getting-started-with-click-to-whatsapp-ctwa-ads.md)
{% endcontent-ref %}

{% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/MXkLg2qjO1AGQSvDz3fX" %}
[Understanding the 7-day free messaging window for CTWA leads](/click-to-whatsapp/ctwa/understanding-the-7-day-free-messaging-window-for-ctwa-leads.md)
{% endcontent-ref %}


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