Google Ads NEW ‘Conversation Started’ Conversion Action for WhatsApp

Google Ads has launched a new conversion action called “conversation started,” aimed at helping advertisers track engagements through WhatsApp message assets. This feature provides valuable metrics for businesses leveraging WhatsApp as a communication tool in their ad campaigns.

How Whatsapp + Google Ads Works

When a user clicks on a message asset in your ad, they are redirected to WhatsApp to initiate a conversation with your business. Google records this interaction as a “conversation started,” enabling advertisers to measure the effectiveness of their message-based ads.

Why This Ads Feature Matters

The “conversation started” action offers advertisers a transparent and measurable way to track customer engagement via WhatsApp. By gaining insights into how users interact with these message assets, businesses can:

• Assess the performance of their ad campaigns.
• Optimize message-based ad strategies.
• Strengthen customer connections, particularly in regions where WhatsApp dominates communication.

Understanding Message Assets

Message assets in Google Ads allow businesses to link their ads to WhatsApp, encouraging users to engage through direct messaging. These assets are currently supported in Search and Performance Max campaigns across select markets, including Argentina, India, Brazil, and Singapore.

Expert Confirmation

This feature was highlighted by Google Ads Specialist Arpan Banerjee on LinkedIn. Google Ads Product Liaison Ginny Marvin also confirmed the update, stating, “Yes, confirming that you’ll see this when using message asset.”

Current Limitations

While promising, the feature is still in beta and may not yet be accessible to all advertisers. Businesses without immediate access will need to wait for a wider release.

Broader Implications

This update underscores Google’s commitment to integrating widely-used platforms like WhatsApp into its advertising tools. By enhancing direct customer engagement options, Google provides businesses with innovative ways to connect with users, particularly in markets where WhatsApp is a key communication channel.