An ad can bring someone with a product question into your inbox. A later campaign can reach that customer after they have given the required permission.

## Ad conversations need a prepared response

Open a conversation that fulfills the ad’s promise. Prepare a useful prompt and the team or assistant that can handle the expected request.

## Campaigns need permission, an approved template and a reply owner

Your marketing team confirms each customer's permission before adding them to the campaign. This avoids sending promotions they did not ask to receive. Submit the message template to Meta for approval before sending. A rejected template cannot be used for the campaign. Assign a person or team to answer replies. The campaign reaches customers in individual chats.

## Referral data identifies the ad behind a conversation

When an integration supplies ad referral data, keep it to identify the ad behind the conversation. Keep it distinct from website UTMs and internal campaign identifiers. Join the attribution records to the confirmed business outcome.

## WhatsApp ads, campaigns and attribution

- [Click-to-WhatsApp conversations](/products/whatsapp/click-to-whatsapp).
- [WhatsApp marketing campaigns](/products/whatsapp/marketing).
- [WhatsApp ad attribution](/docs/guides/whatsapp/click-to-whatsapp-attribution).

## Related resources

- [WhatsApp](/products/whatsapp) (product)
- [Sending WhatsApp messages](/docs/guides/whatsapp/sending-whatsapp) (docs)
- [Connecting WhatsApp to Bird: from buying a number to a live channel](/learn/whatsapp/connecting-whatsapp-to-bird) (video)
- [WhatsApp message builder](/tools/whatsapp-message-builder) (tool)

[Get an implementation brief](/learn/workspace?topic=whatsapp)