Acquisition reports New

The five reports

Acquisition sits in the left-hand menu of Reports, alongside Conversations, AI Assistant, Knowledge Base, Marketing and System. It contains five reports, three on every plan and two on Premium:

All five follow the date-range filter at the top of the screen, and can be scoped to one department's inboxes or to the whole business.

Ad Performance

What you see. One row per ad: conversations started, how fast you replied, how many customers came back after your first reply, how many ordered, and what those orders were worth. Carousel ads are broken down card by card, so you can see which image is doing the work. Ads that got clicks but never produced a conversation are listed too.

How to use it. Compare creatives on orders rather than on clicks. The ad with the most conversations is often not the ad with the most sales, and the gap between the two is usually a targeting problem. An ad with plenty of conversations and almost no orders is bringing you browsers; an ad with clicks but no conversations is costing you money quietly.

Campaign Performance

What you see. Sent, delivered, read and replied for every broadcast, and then the part the delivery report cannot give you: how many of those messages became a real conversation, and how many became an order. Campaigns that reached everyone and produced nothing stay on the list.

How to use it. Judge broadcasts on sales instead of on read rates. A campaign with a 90% read rate and no orders is a message problem, not a delivery problem. Compare a campaign row against an ad row directly, the columns mean the same thing, so you can finally answer whether the ad or the broadcast is worth more.

Conversion Funnel

What you see. Five stages, in order: conversations started → you replied → the customer came back → a real conversation → an order. Each stage shows how many made it, what share that is of the start, and how many stopped right there. Underneath, your biggest leak is named in one sentence, for example "Your biggest loss is at customer came back: 93 conversations end there."

How to use it. This is the fastest read in Reports. Filter it to a single ad, a single campaign, or everything at once, then act on the widest gap:

• Losing people at you replied is a staffing or automation problem. Check your AI modes and after-hours cover.
• Losing them at customer came back means your first reply is not landing. Look at what that first message actually says.
• Losing them at real conversation usually means price, stock or delivery. Where People Drop tells you which.
• Losing them at order is a checkout problem: payment method, delivery cost, or nobody closing the sale.

The two Premium reports

The funnel shows you where people leave. These two show you why, and what they wanted instead. Each has its own guide:

The plain-English summary

What you see. Every Acquisition report can write itself up in three or four sentences: what happened this period, where the biggest drop was, and the one thing worth doing about it. It is a paragraph you can read in ten seconds and paste into a WhatsApp message to your manager.

How to use it. Read it first, then check the number it points at. If the period you picked is too small to mean anything, the summary says so rather than inventing a trend.

How the numbers are counted

Five rules explain almost every question people ask about these reports.

We count conversations, not phone numbers

A WhatsApp thread never really ends. If we counted threads, a customer who came back nine months later would credit the first ad that ever reached them. Instead each interaction window is counted separately, split when a conversation has gone quiet for about a day. Last month's ad gets the credit for last month's business.

Every figure is a count, not an estimate

There is no modelling and no extrapolation on these pages. Each number is a straight count of conversations that meet a condition, so you could reproduce any of them by hand from your own inbox.

When credit is uncertain, we say so

Some conversations continue an earlier ad click rather than starting on a fresh one. The report shows you how many, so you can judge how firm the match is instead of trusting a single flattering number.

Unknown is not zero

Where Meta does not release the cost of a campaign, which is the normal case when the WhatsApp number is yours rather than ours, the cost is left blank rather than printed as 0.00 per order. Where a cost is worked out from daily billing totals, it is labelled an estimate.

Test sends do not count

Your own team trying out a template is a real send, and it appears in your messaging costs. It is not a customer, so it never touches your Acquisition numbers.

Common questions