Audience

Audience shows you where your customers come from and which ones end up in bookings: how many people wrote to you in the period, whether they came from Paid Ads (a paid Meta ad), from an Owned Channel (a post or WeSpeak link created by your team), or directly, and what results each origin generated.

ℹ️ Audience is activated per account. If you don't see it in your menu, you can acquire it in extras.

In this article

• The three traffic sources
• How to navigate
• The main numbers
• The conversion funnel
• Paid Ads (Meta Ads): connecting with your Meta account
• WeSpeak helps optimize your ads (CAPI)
• Owned Channels (free posts and links)
• Frequently asked questions

The three traffic sources

Each customer who writes to you is assigned to a single source, so the groups don't mix:

ℹ️ Coming from the previous version? They're the same sources with new names: "Paid Ads" replaces the old paid-ads view, "Owned Channels" was "Owned Campaigns", and "Direct" was "Organic Traffic".

ℹ️ Scope: Audience measures Meta traffic (WhatsApp, Instagram, Facebook) and your own WeSpeak links. It doesn't include Google Ads.

How to navigate

The main numbers

The cards at the top summarize the period. Captured users always show; the money cards depend on how you measure your bookings:

⚠️ Important: Audience only shows as bookings and revenue what it can verify: charges made through the platform. If you don't charge with WeSpeak Payments, those cards don't appear — instead you'll see the invitation "Add real reservations and revenue" with the Enable Payments button. (The old "Estimated metrics" notice no longer exists: manually typed amounts are no longer shown as metrics.)

💡 Do your bookings get completed in your booking engine? The conversion Pixel detects them and automatically moves each conversation to the funnel's won stage, with its amount — the funnel stays up to date without manual work, even if you don't charge through the platform.

Below, the source comparison shows the three sources side by side, so you can see at a glance which one brings in the most.

The conversion funnel

It shows which stage of your funnel each customer captured in the period is in today:

• Funnel stages: each row shows how many users are in that stage today, with their percentage of the total. The final stage carries the "Won" badge.
• View inquiries: each stage has a link that opens those conversations in Chats, so you can see exactly who they are.
• Outcome: next to it, how the period closed — how many are still open and how many ended won, lost, or archived, with their percentages.
• Loss reasons: "Reasons to review" gathers the concrete causes detected in lost conversations, kept apart from "Automatic closures and no reason recorded" (WeSpeak automatically closes a conversation after 7 days without activity — or after 2 days if check-in has already passed).
• If you have more than one funnel configured, a selector lets you choose which one to look at.

💡 Tip: the funnel reads "as of today": a customer captured in May who booked in June appears as won when you look at May — this is on purpose, to measure each cohort's real conversion.

You also have Daily Evolution (customers captured per day), Geographic Origin (countries, based on the phone prefix), and Origin by Channel (WhatsApp, Instagram, Facebook).

Paid Ads (Meta Ads)

Connect your Meta Ads account and WeSpeak joins what you spend with what actually happens: who wrote to you from each ad, who booked, and how much you billed. When someone taps one of your ads and opens the chat (WhatsApp, Instagram, or Facebook), the conversation is connected to that ad automatically — without you doing anything.

Connecting with your Meta account

Connecting is now direct: you sign in with your Meta account and that's it. No more generating tokens or visiting Meta's developer sites.

1. Go to the Paid Ads view and click Connect Meta Ads.
2. Choose the Connect with Meta method. A Meta window opens: sign in with the account (the email) you use to manage the business's ads and authorize the connection. WeSpeak asks for read-only access to your ads — it can't modify campaigns or spend your budget.
3. Back in WeSpeak, choose the ad account (more on this below). If your account manages only one, it's selected automatically.
4. Wait for the initial sync: WeSpeak reviews your existing conversations and connects them with their ads. It usually takes between 5 and 30 minutes depending on how many conversations you have; meanwhile you'll see the "Syncing…" indicator. If more than 30 minutes have passed and you still have no data, write to your advisor.

ℹ️ Which account do I sign in with? The one that has access in Meta to the hotel's ad account — typically, the person who opens Ads Manager to check the campaigns. If an agency runs your ads, ask someone with access to do this step: it's two clicks and doesn't touch anything the agency has set up.

ℹ️ What about the token? The old method is still available as "Use manual token", but it's now for special cases: use it only if the WeSpeak team shared a token for your account. If you're still connected with an old token, nothing changes; the day that connection expires, the simplest way to renew it is Connect with Meta.

⚠️ Requirement: measuring paid ads needs your WhatsApp connected officially (WhatsApp API). When someone taps an ad, Meta sends, along with the message, the data of which ad originated it — and that data only arrives via the official API. If your number isn't connected that way, the same screen tells you. Owned Channels work with any connection.

The ad account

The ad account is the Meta Ads Manager account where your campaigns and their billing live. A business can have several — for example, one per hotel, or its own plus the agency's — which is why, when connecting, WeSpeak shows you the list of accounts your user has access to (with name, number, and currency) so you can pick the one that contains the hotel's campaigns.

That choice matters twice: it defines which campaigns Audience measures (spend, clicks, and the per-ad detail come from that account) and it's the base the optimization improvement works on (next section).

Picked the wrong one? No problem: if WeSpeak detects that the chosen account doesn't contain the campaigns that generated your conversations, it shows the notice "The selected Meta Ads account doesn't match the attributed campaigns" with the Change account button — you switch it right there, without disconnecting anything or authorizing again.

The connection statuses:

What the view shows

💡 "Meta reports X · WeSpeak confirmed Y": Meta always shows a higher number, because it counts clicks and estimates — even people who opened the chat and never wrote. WeSpeak counts only those who actually wrote to you. It's not an error: WeSpeak's are your real contacts, and the return is always calculated with them.

WeSpeak helps optimize your ads (CAPI)

Measuring is half the circle; the other half is feeding what WeSpeak learns back to Meta. With the optimization improvement — Meta's Conversions API (CAPI) — WeSpeak reports to Meta the real outcomes of the people who arrived through your ads:

• the new inquiry: someone tapped your ad and actually wrote to you;
• the confirmed reservation, with its value: that conversation ended in a booking.

With those signals, Meta stops optimizing blindly for clicks: it learns which kind of contact ends up booking and adjusts who it shows your ads to. On top of that, its reports get closer and closer to WeSpeak's real numbers.

How to enable it:

1. In Audience, look for the "WeSpeak helps optimize your ads" card (it appears once Meta Ads is connected).
2. Click Enable improvement in Meta: the Meta window opens to authorize the improvement — just once.
3. Done. It does not disconnect WhatsApp or modify your ads connection: it's an additional, independent authorization. If you have several WhatsApp numbers or accounts, the card walks you through authorizing each one until they're all done.

The card's statuses:

Fine print:

• The signals arrive in a "Meta dataset" that WeSpeak creates and manages automatically — you don't have to configure anything in Meta. Depending on how your campaign is set up, Meta uses them to optimize; changes take 2 or 3 days to show in Ads Manager.
• Only outcomes are shared, never chat content: at most one inquiry and one reservation (with its amount) per conversation, and only for conversations that arrived from an ad.
• The reservation is reported with its amount: if your team marks a conversation as won without an amount, that reservation isn't shared — add the amount and save it again.
• In each conversation you can see what was reported: the "Results shared with Meta" row in the Chats side panel.

Owned Channels (free posts and links)

For measuring what you post without paying for ads: stories, posts, your bio link, a printed QR, the newsletter.

How it works:

1. Create a campaign (e.g. "Summer 2026") and, inside it, an ad for each piece (e.g. "January 14 Story"). You can group them into ad sets, just like in Meta.
2. Each ad gives you a unique short link (like wespk.co/a/summer-story14). Paste it into your post, bio, QR, or newsletter.
3. When someone taps the link, WhatsApp opens with a preloaded message. When they send it, the conversation is connected to that post — WeSpeak removes the measurement marker from the message, so no technical trace is left in the chat.
4. In the panel you see, per post: clicks and conversations — and, if you charge with Payments, the revenue — with the breakdown by channel (e.g. "Instagram → Reel: 24 customers, 3 bookings").

Channels available for the link: Instagram, Facebook, TikTok, X, YouTube, blog/website, email/newsletter, QR, and printed flyers.

ℹ️ Note: if the person deletes the preloaded message and writes something else, WeSpeak still tries to associate them with your post based on time proximity — in that case the measurement is approximate, not exact.

Frequently asked questions

Do I still need to generate a token in Meta?
No. The connection is now direct: Connect with Meta, sign in with your account, and authorize. The manual token remains only for special cases guided by support. If you're still connected with an old token, it keeps working — when it expires, reconnect with Connect with Meta instead of generating another one.

What exactly does WeSpeak get authorized to do in my Meta account?
The ads connection asks for read-only access: seeing campaigns, spend, and results; it can't edit campaigns or spend. The optimization improvement adds the permission to send Meta your WhatsApp conversion signals. Neither touches your WhatsApp connection.

Why don't I see the Bookings and Revenue cards?
Because they only show verifiable charges, made with WeSpeak Payments. Without Payments, Audience shows captured users, spend, and clicks, and invites you to enable it. Bookings closed through other channels live in the funnel: mark them by hand, or let the conversion Pixel detect them on its own if they're completed in your booking engine.

The bookings don't match what I actually charged.
"Confirmed bookings" counts the charges made through the platform in the period. What closes by phone, at the front desk, or through an OTA doesn't go through there: it's recorded in the funnel (by hand or via the Pixel) and you see it in the funnel section, not in the revenue cards.

Why does Meta show me more conversations than WeSpeak?
Meta counts clicks and estimates (includes those who opened the chat without writing). WeSpeak counts only the people who actually wrote to you. That's why Meta's number is always higher.

Can enabling the improvement in Meta disconnect my WhatsApp?
No. It's a separate authorization: it doesn't disconnect WhatsApp or modify your ads connection. And if you cancel halfway through, everything stays as it was.

Audience doesn't appear in my menu.
It's activated per account: write to your WeSpeak advisor or check in extras whether you have it enabled.

A customer who had already written to me came back through a post, does it count as new?
No: their conversation already existed, so it's not counted as a new customer (unless your account has the multi-conversation feature enabled, where each visit opens a new conversation and is attributed to its source advertising).

Does it measure Google Ads?
No — Audience measures Meta traffic and your own WeSpeak links. Google Ads is not included.