Why Do I See a Difference Between META Ad Clicks and Chats Initiated on DoubleTick?

When running Click-to-WhatsApp ads, it’s common to notice that the number of clicks reported by META (Facebook Ads Manager) is higher than the number of chats initiated as reported by DoubleTick (DT). This is expected and normal.

✅ How It Works

• META reports: Clicks on your Click-to-WhatsApp ad

• DoubleTick reports: Actual chats initiated by users on WhatsApp after clicking the ad

Why the Difference?

Not everyone who clicks the ad will complete the action of sending a message. For example:

• Some users may click the ad but drop off before sending a message.

• Some may accidentally click the ad and close WhatsApp immediately.

• Some may open the chat but never type anything.

Example

Ad Clicks Reported by META: 500 Chats Initiated Reported by DoubleTick: 320

➡️ In this case, 180 users clicked but did not send a message on WhatsApp.

A difference between META’s reported clicks and the chats you see in DoubleTick does not mean there’s an issue — it simply shows user drop-off between the ad click and actually starting a conversation.