Google adds WhatsApp ‘conversation started’ conversion action

Google Ads introduced a new conversion action called “conversation started,” triggered when users engage with WhatsApp message assets.

How it works. When users click on a message asset in your ad, they are directed to WhatsApp to start a conversation with your business. Google logs this action as a “conversation started,” helping advertisers assess the impact of message-based ad interactions.

Why we care. This update provides a more transparent and measurable way to track customer engagement through WhatsApp message assets.

This insight allows you to evaluate the effectiveness of message-based campaigns, optimize ad performance and strengthen customer relationships in regions where WhatsApp is a dominant communication platform.

About message assets. Message assets allow businesses to connect their ads to WhatsApp, encouraging users to engage via direct messaging. These assets are compatible with Search and Performance Max campaigns in select markets, including Argentina, India, Brazil and Singapore.

What they are saying. This update was first mentioned by Google Ads Specialist Arpan Banerjee on LinkedIn:

“Yes, confirming that you’ll see this when using message asset” said Google’s Ads Product Liaison Ginny Marvin in response to Arpan’s update.

The catch. The feature is in beta and may not be available to all advertisers. Those without access will need to wait for a broader rollout.

Big picture. This development highlights Google’s focus on integrating popular communication platforms like WhatsApp into its advertising ecosystem, offering businesses new ways to drive direct customer engagement.