Google Introduces WhatsApp ‘Conversation Started’ Metrics for Advertisers: What It Means for Your Campaigns

Google Ads has rolled out a new conversion action called "conversation started," designed to help advertisers measure the effectiveness of WhatsApp message assets in their campaigns. This update represents a significant step in how businesses can leverage direct messaging to engage with customers.

How the Feature Works

When users click on a WhatsApp message asset in your ad, they are redirected to WhatsApp, where they can start a conversation with your business. Google records this interaction as a “conversation started,” giving advertisers data on the performance of their message-based ads.

This is not just a technical enhancement but a reflection of changing customer behaviors. With messaging apps becoming the preferred medium for real-time interactions, tracking such engagements allows businesses to better understand their audience’s intent and preferences.

Why This Matters

For advertisers, particularly in regions where WhatsApp dominates as a communication tool (such as India, Brazil, and Argentina), this feature provides an actionable way to gauge customer interest. By measuring “conversations started,” brands can assess whether their messaging strategy drives meaningful interactions or requires adjustments.

My take: This is a game-changer for markets where WhatsApp is ingrained in everyday communication. For businesses, it’s not just about clicks or impressions anymore—it’s about fostering genuine dialogue. The introduction of this metric aligns perfectly with the growing demand for personalized and immediate customer service.

About Message Assets

Message assets allow businesses to integrate their ads with WhatsApp, encouraging users to initiate a conversation directly. These assets currently work with Google’s Search and Performance Max campaigns in select markets. This capability is especially appealing to small and medium-sized businesses (SMBs) that rely on conversational commerce to drive sales or build customer trust.

The Beta Limitation

While this feature is promising, it’s still in beta, meaning not all advertisers will have access immediately. Google Ads Product Liaison Ginny Marvin confirmed its availability in a response to an update shared by another user on social media. Advertisers without access will need to wait for a broader rollout.

What I think: The beta limitation could frustrate eager marketers in competitive markets who want to get ahead by utilizing this feature. However, it’s understandable—Google likely wants to refine the tool before scaling it globally.

The Bigger Picture

This update underscores Google’s broader strategy of integrating popular communication platforms into its advertising ecosystem. By connecting WhatsApp to its campaigns, Google enables businesses to engage customers in a more personal and interactive way, potentially boosting conversions and brand loyalty.

However, this shift also highlights the growing complexity of digital advertising. Advertisers must now think beyond traditional metrics like clicks and impressions and embrace engagement-driven insights like conversation starts.

Final Thoughts

Google’s introduction of the “conversation started” metric is a welcome move that aligns with modern consumer behavior. By bringing WhatsApp into the fold, Google is not only enhancing its platform’s utility but also acknowledging the growing importance of conversational marketing.

Key takeaway: If you’re advertising in regions where WhatsApp is a communication staple, this feature could significantly enhance your ability to connect with customers. For businesses focused on customer engagement, now is the time to explore and prepare for the broader rollout of this feature.