New · Ads Insights

See what every ad costs — and the leads it brings.

Stop switching between Ads Manager and your inbox. Ads Insights shows how your Facebook and Instagram ads perform inside Lead Pattern — and matches every Click-to-WhatsApp chat back to the ad that started it, so you see what each lead actually cost.

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Free on every plan · Read-only — Lead Pattern never creates, edits or pays for ads

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Ads Insights

Last 7 days · in your ad account's currency

Amount spent · Reach · Impressions · Clicks (CTR, CPC)

Conversations started — credited by Meta to your ads

CRM leads — real chats in Lead Pattern, assigned & closed

Cost per lead = amount spent ÷ CRM leads

Marketing

Pausing the ad with clicks but no leads — moving budget to the cheapest-lead ad set.

Free on every plan

Open Ads Insights from the sidebar — Starter, Growth or Enterprise.

Real cost per lead

Ad spend divided by the actual WhatsApp leads in your inbox — not just clicks.

Read-only and safe

Lead Pattern only reads ad data. It never creates, edits or pays for ads.

What you get

Your ads and your WhatsApp leads — on one screen

01What you get

Every number from Meta, in one dashboard

Pick an ad account and a date range — today, yesterday, last 7 or 30 days, this or last month, or a custom range. Spend, reach, impressions, clicks, CTR, CPC and conversations started load for it, in the ad account's own timezone and currency, just like Ads Manager.

A daily chart shows spend as bars, with conversations started and CRM leads as lines
Click Refresh to fetch the latest numbers from Meta

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Daily performance

Spend vs conversations vs leads

Amount spent — what Meta charged in this range

Reach — people who saw an ad at least once

Impressions — times your ads were shown

Clicks — with CTR and cost per click

02What you get

Every Click-to-WhatsApp chat matched to its ad

CRM leads are the actual contacts in Lead Pattern whose chat started from one of your ads — with how many were assigned and closed. Chats that arrived before you connected an ad account are matched to their ad automatically once it's connected.

Useful even before you connect Facebook — your Click-to-WhatsApp leads are already grouped by ad
A lead is counted on the day of their latest ad click

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CRM leads by ad

From your own chats

Hi, I saw your ad — is the offer still on?

Lead matched to: Campaign › Ad set › Ad

Assigned to Sales · later marked Closed

03What you get

Drill down: campaigns → ad sets → ads

Click a campaign to see its ad sets, then an ad set to see its ads. Each row shows status, spend, reach, impressions, clicks, CTR, chats started, CRM leads and cost per lead. Sort any column — for example by cost per lead to find your cheapest leads.

Campaigns that brought leads but had no spend in the range (for example paused ones) are still listed, so no lead goes missing

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Campaigns › Ad sets › Ads

Sorted by cost per lead

Ad A · active · lowest cost per lead

Ad B · active · clicks but few CRM leads

Ad C · paused · still brought leads this week

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Daily performance

Spend vs conversations vs leads

Amount spent — what Meta charged in this range

Reach — people who saw an ad at least once

Impressions — times your ads were shown

Clicks — with CTR and cost per click

Hi, I saw your ad — is the offer still on?

Lead matched to: Campaign › Ad set › Ad

Assigned to Sales · later marked Closed

Ad A · active · lowest cost per lead

Ad B · active · clicks but few CRM leads

Ad C · paused · still brought leads this week

How it works

Connect once — see it right away

Connect your ad accounts

Open Ads Insights and click Connect with Facebook. Sign in with the account that manages your ads, allow Lead Pattern to read ad data, tick the ad accounts you want and save.

See how your ads perform

Pick an ad account and a date range. The tiles show spend, reach, clicks, conversations started, CRM leads and cost per lead; the chart shows them day by day.

Compare cost per lead by ad

Open the Ads tab to compare every ad side by side — chats started on Meta, CRM leads in Lead Pattern and what each lead cost.

Use cases

Spend on the ads that bring customers

Cut the ads that don't bring leads

Spot ads with healthy clicks but no WhatsApp leads and move that budget to the ones that convert.

Compare audiences

See which ad set brings the cheapest leads — not just the cheapest clicks — before scaling it.

Follow leads through to the sale

Check how many ad leads were assigned and closed, so you know which campaigns your team actually wins from.

Conversations started vs CRM leads — why they differ

The two numbers come from different places, so they rarely match exactly:

Conversations started is Meta's count of WhatsApp conversations it credits to your ads — including people who tapped the ad but sent nothing useful.
CRM leads are real contacts in Lead Pattern whose chat started from one of your ads.

Meta keeps updating the last few days while it finalises attribution, so recent numbers can change — click Refresh to fetch the latest.

Who can see it

Access is controlled by the View Ads Insights permission, on for the Owner and Manager roles by default; admins can turn it on for other roles in Roles & Permissions. Connecting or removing an ad account needs the Connect / Disconnect Integrations permission, and on Facebook you need Admin or Advertiser access on the ad account.

Works with your Click-to-WhatsApp bots

Ads Insights uses the same Facebook connection as the Lead from CTWA bot trigger — ad accounts you already connected for a bot appear here with nothing to connect again. Facebook access lasts about 60 days; when it expires a banner shows a Reconnect button and your history stays as it was.

Step-by-step guide in the Help Center →

Related features

Click-to-WhatsApp Ads

Ads that open a WhatsApp chat.

Learn more →

Lead Management

Track every ad lead to closure.

Learn more →

No-code Chatbots

Qualify ad leads automatically.

Learn more →

Release notes

Read the full Ads Insights release on What's New.

What's New

Frequently asked questions

How much does Ads Insights cost?+

Nothing extra — Ads Insights is included in every Lead Pattern plan. Open it from Ads Insights in the sidebar.

Can Lead Pattern change or pay for my ads?+

No. Access is read-only: Lead Pattern never creates, edits or pays for ads. It only reads spend, reach, clicks and conversations from Meta.

Which ads does it cover?+

Your Facebook and Instagram ads in the ad accounts you connect — by campaign, ad set and ad. Every Click-to-WhatsApp chat is matched back to the ad that started it.

Why don't 'conversations started' and 'CRM leads' match?+

Conversations started is Meta's count of conversations it credits to your ads, including people who sent nothing useful. CRM leads are real contacts in Lead Pattern whose chat started from your ads.

What access do I need on Facebook?+

Admin or Advertiser access on the ad account. In Lead Pattern you need the View Ads Insights permission (on for Owner and Manager by default) and, to connect accounts, the Connect / Disconnect Integrations permission.

What happens to chats from before I connected?+

They are matched to their ad automatically once the ad account is connected. It can take up to 10 minutes to show.

Know what every WhatsApp lead costs.

Start your Free Trial now Book a Demo Chat on WhatsApp

Free on every plan · 14-day free trial on Growth · No credit card