A guide to WhatsApp Performance Marketing 2024 2

Table
of contents
Executive Summary 03

Marketing in Today’s World 07

WhatsApp Business Messaging 12

Where we are today and the business opportunity

What is WhatsApp Performance Marketing? 19

From conversation to conversion

Technical Integrations 29

WhatsApp Flows 32

Conclusion 34

About 360dialog 35

Appendix 37
A guide to WhatsApp Performance Marketing 2024 3

Executive
Summary

WhatsApp Performance Marketing holds

significant importance in the rapidly evolving
landscape of marketing and customer
engagement.
Here are several key reasons why this guide is
crucial for today’s Marketers:

1 2
A Shift in Marketing Dynamics Data Deprecation Challenges
This guide highlights the shifting dynamics With the impending deprecation of third-
in Marketing, where traditional advertising party cookies, this guide addresses the
methods are losing their effectiveness. challenges faced by marketers in measuring
Customers are increasingly overwhelmed by and optimizing their campaigns.
emails and traditional ads, making it vital for
businesses to adapt to new communication
It underscores the need for innovative
strategies.
strategies and a shift towards collecting
first-party data with customer consent.
A guide to WhatsApp Performance Marketing 2024 4

3
People Prefer Messaging
There is a growing preference of consumers utilizing
messaging as a means of communication with
businesses. There is a significant percentage of online
adults who feel more connected to businesses when
they can message them directly.

This shift underscores the importance of

delivering seamless and personalized customer
experiences.

4
Importance of Trust and Transparency
Trust and transparency in data collection practices are
crucial for building strong customer relationships.

The importance of transparency and the need

for businesses to make it as easy as possible
for users to understand and control their data
permissions is paramount.
A guide to WhatsApp Performance Marketing 2024 5

5
The WhatsApp Business Platform

2B+
Incorporating the WhatsApp Business Platform into
today’s marketing mix is essential for businesses.
WhatsApp’s features make it ideal for one-on-one,
conversational, and asynchronous communication. People use WhatsApp

WhatsApp is a must-have solution for

connecting with customers personally, at scale.

6 175M+
WhatsApp users
Measuring Campaign Effectiveness talk to a business
Measuring effectiveness of WhatsApp Performance
Marketing Campaigns is essential for businesses
who want to optimize their marketing strategies and
understand their return on investment (ROI and RoAS).

7
Success Stories
This guide includes success stories that demonstrate
the business impact of WhatsApp Performance
Marketing. These case studies provide tangible
evidence of how businesses have achieved positive ROI,
increased conversion rates, and generated new leads
through WhatsApp Performance Marketing.
A guide to WhatsApp Performance Marketing 2024 6

8
Future Roadmap
The guide offers insights into the future roadmap of the
WhatsApp Business Platform fueling further business
growth. This information is crucial for businesses
planning their long-term marketing strategies.

Conclusion
The WhatsApp Performance
Marketing Guide is essential. It
provides a comprehensive overview
of the challenges and opportunities
in today’s marketing ecosystem. The
guide offers practical solutions for
businesses to adapt to the changing
landscape successfully. Additionally,
it equips businesses with valuable
insights and tools to connect with
customers, optimize their marketing
efforts, and build lasting customer
relationships through WhatsApp
Performance Marketing.
A guide to WhatsApp Performance Marketing 2024 7

Marketing
in Today’s World

People are drowning in email

and traditional advertising.
According to a recent survey,1
audiences are oversubscribed
and at risk for tuning out traditional
ads and outreach.

Customers demand seamless experiences

and often SMS and email outreach can feel
disconnected leading to customer drop-off,
abandoned carts or lack of engagement with
prospective customers.

It is increasingly difficult to maintain

engagement with prospects and customers
with the multiple communication channels that
74%
of online adults report feeling
are available today. more connected with a business
when they can message
them directly, highlighting a
preference among consumers
Customers want frictionless, quality
today for messaging over other
experiences to boost their confidence. communication methods.2
A guide to WhatsApp Performance Marketing 2024 8

Consumers increasingly
expect the convenience
of text-based and asynchronous
channels when communicating
with brands.3

40%
of marketers say that mobile messaging
is the most effective trend that they are
currently leveraging in 2023.4
A guide to WhatsApp Performance Marketing 2024 9

In today’s privacy-centric
landscape, marketers say
that 85% of their marketing
activities are slightly
to completely reliant on 3rd-
party cookies, which poses
a problem and requires
marketing teams to embrace
radical change.
With the deprecation of 3rd party heavily depended on third-party
cookies, one of the ways that cookies for customer tracking and
marketers are planning to reach engagement. However, given the
specific audiences is a shift to forthcoming restrictions on third-party
collecting first party data from their cookies, marketers are faced with a
customers with 28% shifting to this fundamental shift in their strategies.
strategy.⁵ With the impending loss of top-of-the-
funnel advertising measurement due
In a recent Forbes article How to the decline of third-party cookies,
companies can navigate the changing marketing strategies will require a
Privacy Landscape, it was highlighted significant pivot.
that traditional brand practices
A guide to WhatsApp Performance Marketing 2024 10

4 key areas
to adapt to a cookie-less
future

1
Prioritize First-Party Data
The prioritization of opted-in first-party data will be increasingly
valuable. Creating an experience that is valuable for customers is
important to create a value-exchange for first-party data.

2
Customer Experience is Critical
To incentivize customers to provide first-party data, it is essential to
provide an engaging and delightful experience. When the customer
experience is seamlessly tailored and personalized at every interaction,
it becomes more probable that customers will grant consent for the
collection of their first-party data.

This shift offers brands an opportunity to establish enduring

relationships instead of perpetuating the transactional nature of
merely displaying digital advertisements.
A guide to WhatsApp Performance Marketing 2024 11

3
The Trust Factor
With consumers understanding more about how their personal data
is used, they are no longer blindly giving their consent. Trust now
has to be earned, requiring businesses to be transparent about data
collection. Part of building trust is making it as easy as possible for
users to understand and reject permissions.

Businesses that remove friction and give individuals

an inclusive, trustworthy and user-friendly experience can
build trust and reap the benefits.

4
One Size Doesn’t Fit All
Rather than perceiving the shift in the privacy landscape as a hurdle,
businesses should use this opportunity as a stimulus to be creative
and create relevant and engaging experiences.

Now is the time to double-down on delighting customers.

A guide to WhatsApp Performance Marketing 2024 12

03
WhatsApp Business
Messaging
Business Messaging
= stronger customer connections.
The WhatsApp Business Platform empowers businesses to
connect with their customers personally, at scale.

WhatsApp is everywhere Intuitively conversational Drive richer interactions

More than 175 million users globally In a channel that invites dialogue, get Go beyond the limitations of text and
send a message to WhatsApp closer to your customers with two- email with fully featured messaging
Business app or WhatsApp Business way conversations that deliver the to create consistently richer and
API account each day. intimacy of a phone call at the scale more delightful experiences that help
of email and SMS. drive business outcomes across the
customer journey.

Quality by design Automate and scale

WhatsApp helps businesses focus on Use a flexible platform that lets you
high-quality conversations. The API deliver consistent, personalized
has built-in user feedback controls. customer experiences at scale.
This helps ensure that engagement
stays high over time.
A guide to WhatsApp Performance Marketing 2024 13

WhatsApp
is everywhere with
over 175 million users
globally who already
send a message to a
WhatsApp Business app
or WhatsApp Business
API account each day.

WhatsApp is intuitively conversational which invites

dialogue to get closer to customers with two-way
conversations that deliver the intimacy of a phone call at the
scale of email or SMS. However, WhatsApp goes beyond
the limitations of text and email with fully featured
messaging to create consistently richer and more delightful
experiences that help drive business outcomes across the
customer journey.

WhatsApp helps businesses focus on high-quality

conversations and through the WhatsApp API, the built-in
user feedback controls help ensure that engagement stays
high over time. The WhatsApp Business platform is flexible
and allows the delivery of consistent, personalised customer
experiences at scale.
A guide to WhatsApp performance
Performance marketing
Marketing 2024 14

The
Business
Opportunity

Direct Conversations compared to legacy channels. These purchases

increased over time as businesses continued
Businesses are spending hefty amounts on
to leverage new WhatsApp engagement
ads, how do they know they are getting the
strategies.
most out of their marketing spend? What if
digital ads not only reached a wider audience
but also captured more qualified leads while
driving sales and post-click engagement—all
on a channel that customers are already using
in their daily lives?

The WhatsApp Business platform can help

do this and more, making it a must-have in
your marketing mix. With the deprecation of
3rd-party cookies and the shift to first-party
data strategies, a direct conversation with
customers is even more important in today’s
marketing landscape. Customers are happy

66%
to have direct contact with businesses on
WhatsApp as it creates a two-way, customer-
centric conversation that is relevant to their
needs.
of online adults say they are more
In a recent Forrester report , businesses that
6
likely to do business with or purchase
were using WhatsApp for customer care from a company that they contact
via messaging.7
led to an increased likelihood of a purchase
A guide to WhatsApp Performance Marketing 2024 15

The business opportunity

Traditionally, marketers have encountered an issue with

the depth of data measurement in WhatsApp Marketing
campaigns and resulted in WhatsApp not being a part of the
traditional marketing mix.

WhatsApp Messaging
data is unstructured and
disconnected from other
digital signals.
It lacks the fundamental
measurement & metrics that
all other digital and offline
marketing relies on to measure
return on investment.
A guide to WhatsApp Performance Marketing 2024 16

The business opportunity

This becomes especially vital in countries

Marketers now have the invaluable like Brazil and India, where the WhatsApp
ability to measure WhatsApp penetration rate among global messaging
Performance Marketing activity across apps is truly remarkable, reaching 98.9%
the marketing funnel, improving ROI in Brazil and 97.1% in India. WhatsApp
and RoAS on WhatsApp performance Performance Marketing is essential to
marketing campaigns. establish connections with customers at a
scale previously unparalleled.

The powerful combination of the WhatsApp As of April 2022, Brazil showcased the highest
Business Platform and an agnostic share of WhatsApp users: approximately
measurement platform empowers businesses 9 out of 10 messaging app users in Brazil
to engage customers on a platform that actively use WhatsApp as their social and
they already use in their daily lives while instant messaging application.
also measuring the effectiveness of business
outcomes.

WhatsApp penetration rate among global messaging app users. Source.

100

75

50

25

0
Brazil India Germany Mexico
A guide to WhatsApp Performance Marketing 2024 The business opportunity 17

Extraordinary Open Rate

WhatsApp surpasses
other channels with its
extraordinary 98% open rate,
in contrast to the 20% open
rate of email and SMS.8

Impressive
Conversion Rate
Additionally, WhatsApp
boasts an impressive 45–60%
conversion rate, significantly
surpassing the 2–5%
associated with email
and SMS.

A product manager in the supermarket

space in EMEA reported:

“With WhatsApp, we realized there was a

30% conversion to sale. This is higher than
SMS. WhatsApp is much more effective
because the open rate is higher.9”
A guide to WhatsApp Performance Marketing 2024 18

The business opportunity

Summary
Utilizing the WhatsApp Business
Platform for enterprise marketing
enables businesses to foster seamless,
full-funnel conversations, building
lasting customer relationships and
measuring efficacy for future growth.

1 WhatsApp is a high-reach platform

with over 2 billion users today.

WhatsApp has 175 million users globally who

2 already send a message to a WhatsApp Business
App or WhatsApp Business API each day.

3 WhatsApp messages are high-converting.

4 WhatsApp Performance Marketing has

remarkable performance.

5
Businesses can now measure and optimize
across the WhatsApp marketing funnel with
360dialog, a trusted Meta business partner.
A guide to WhatsApp Performance Marketing 2024 19

What is WhatsApp
Performance
Marketing?
From conversation to conversion

Data you can trust Section overview

What if you had data you can trust with the
insights you need to take action and drive 1. The full data journey, from conversation
growth? to conversion.
2. How to keep consumers engaged.
Businesses want a single source of truth to
3. How to measure the efficacy of full-
understand the outcomes of their marketing
funnel WhatsApp performance
spends across all of the solutions they use.
marketing campaigns.

Clients and agencies can now rely on the

first independent measurement solution Many businesses are rethinking their
for WhatsApp Performance Marketing. advertising strategies when it comes to where
Clients can measure privacy-first, encrypted and how they generate traffic and leads.
messaging data through business Competing platforms and inflating ad spends
conversations on WhatsApp. complicates this process even more.

Finding a scalable, high-reach platform to help

businesses get the most from their advertising
Businesses can now measure full- budgets is even more important in today’s
funnel effectiveness (ROI and marketing landscape.
RoAS) through structured data that
marketers can trust across these
campaigns using the first independent When creating digital ads to drive
WhatsApp analytics platform, new traffic to products, customer
360dialog. engagement is critical.
A guide to WhatsApp Performance Marketing 2024 20

Using the WhatsApp

Business Platform as a full-funnel
marketing channel provides seamless
conversations that build long-lasting
customer relationships that fuel
business growth at scale.
Measuring full-funnel effectiveness (ROI and RoAS) across
WhatsApp Performance Marketing campaigns is essential to
drive actions for optimisation.

Businesses that work with an agnostic measurement partner

like 360dialog can connect their Ads Manager to measure
effectiveness of their WhatsApp Performance Marketing
Campaigns.

Let’s take a look at the WhatsApp Performance

Marketing funnel and how to measure efficacy
to add incremental value to performance.

PRE-PURCHASE PURCHASE POST-PURCHASE

Awareness Consideration Purchase Care Loyalty

Ad introduces Ad drives user to Ad drives user to Ad drives user to Ad directs loyalty
product/business sales consultation product purchase. customer service member to
on social media. experience. experience, which discover special
can encourage deals.
future use.

MEASURE & OPTIMIZE

A guide to WhatsApp Performance Marketing 2024 21

Pre-purchase

How to use WhatsApp conversations

to acquire and engage with customers
at the top of the WhatsApp marketing
funnel?

Once a customer starts Businesses can request opt-in from

a conversation with a business potential customers to send them
through Meta’s ads that Click-to- relevant and timely offers, back-in-
WhatsApp, Marketing Messages, QR stock alerts, suggested products based
code, business website and other* on their interests and more all in a
they can send user-initiated messages privacy safe environment.
at any time for product inquiries or
general questions, giving the business
a direct line to engage with potential
customers.

*Other entry points could include links in Own App, print ads, email blasts and more
A guide to WhatsApp Performance Marketing 2024 22

Pre-purchase

Business messaging
outperforms other
communication channels
and complements existing
marketing strategies.10
When using ads that click to WhatsApp, businesses can target
wider audiences while nurturing leads with personalised
messages, education content, engaging media messages,
recommended products and more.

Product recomendations

Back-in-stock alerts

Timely offers

Informational updates and reminders

61%
of marketers find lead and
traffic generation their top
Customer service and support
challenge.11
A guide to WhatsApp Performance Marketing 2024 23

Success story

Vodafone Qatar
Vodafone Qatar ran a successful Click-to-WhatsApp
Campaign and added ads that click to WhatsApp to
their yearly budget outside of their existing ad spend
due to the extraordinary cost per lead performance.

–63%
Decrease in cost per lead

$25K+ 5K+
New spend on PoC campaigns. Net new leads generated.
A guide to WhatsApp Performance Marketing 2024 24

Consideration and purchase

Measure and Optimize

When using a WhatsApp Performance
Marketing measurement partner like
360dialog, businesses can fully map
events within WhatsApp business
conversations to gain insight into
customer preferences. This can be
used to personalise user experience
and funnel optimisation.

Analyze and Qualify Leads

Businesses often use chatbots which
can be implemented into WhatsApp
business accounts and with the help
of a measurement partner, marketers
can further analyse churn and better
qualify leads through the consideration
phase moving through to purchase.
A guide to WhatsApp Performance Marketing 2024 25

Success story

Pés Sem Dor

Pés Sem Dor measured a positive RoAS on WhatsApp
Sessions, scaled ads that Click to WhatsApp and
Marketing Messages to millions, optimizing cost per lead
by 20% due to WhatsApp being the best performing
conversion channel.

$2.60
Cost per new lead optimized by 20%.

$200K 75K+
30-day CTWA campaigns. Net new leads generated.
A guide to WhatsApp Performance Marketing 2024 26

Purchase

Conversion

88%
With further capability in regions where payments on platform
are possible* businesses can measure when a customer
converts directly on the WhatsApp platform. Furthermore,
of respondents in the recent report
businesses can run A/B tests to analyze where they receive the said WhatsApp led to incremental
most conversions; on or off platform, and make adjustments revenue for their organisations.
where needed to their marketing strategies.

Measurement across the WhatsApp Marketing

94%
of them said they saw
funnel, from Conversation to Conversion enables improved conversion rates
Marketers to make informed, real-time decisions
with structured data to fuel business growth.
92%
of all respondents said
they saw a reduction in
average cost per lead with
WhatsApp.12
A guide to WhatsApp Performance Marketing 2024 27

Success story

Fever
Fever US & LATAM measured a positive RoAS on
WhatsApp Sessions and scaled ads that click to
WhatsApp and Marketing Messages to millions due
to WhatsApp being their best performing conversion
channel.

39.5%
Conversion rate

28K+
People joined the waitlist

10K+
Net new leads generated.
A guide to WhatsApp Performance Marketing 2024 28

Post-purchase

Interactions
with customers do not need
to end with the purchase.
One of the best ways to foster closer One way to keep customers coming
relationships with customers and build back is with digital coupons for their
loyalty is to let them know that their next purchase, a notification that their
purchase matters. When building package has arrived or a link to a
trust with customers it is important to customer satisfaction survey.
create expected, timely and relevant When using a measurement partner
messages. like 360dialog, Marketers can create
retargeting campaigns to increase
acquisition or cross-sell to their
Businesses can offer a direct customers. Marketers can build custom
line of communication with audiences to retarget and create look-
customers through personalised a-like campaigns in Meta Business
messages and offers. Manager to increase ROI and RoAS
results.

A product manager in the supermarket

space in EMEA commented:

“We can run WhatsApp campaigns at a

personalized level. We can say, ‘Hi, we noticed
you are frequently shopping for this product.
Here is a promotion for you.’ We personalize that
experience for the customer.13”
A guide to WhatsApp Performance Marketing 2024 29

Integrations
WhatsApp Performance Marketing measurement
data can be utilised on Meta’s Conversion,
Marketing and Insights APIs to have a full view
of on-and-off platform conversions without any
extra development efforts.
Measurement data with support from 360dialog is designed to create a
connection between an advertiser’s marketing data* to Meta systems.
Enabling optimization of ad targeting, decrease cost per result and
measuring outcomes.

Instead of maintaining separate connection points for each data source,

advertisers are able to synchronize multiple events and audience types
to Meta to not just enable dynamic optimization but also use cases like
WhatsApp Retargeting and Look-a-like campaigns.

Conversions API (MAPI): Feed conversion data back to Meta to optimize campaigns.
Marketing API (CAPI): Auto Import Click to WhatsApp Ad Data.

*Data could include website events, app events, offline conversions, or CRM.
A guide to WhatsApp Performance Marketing 2024 30

An advantage of working with an agnostic

measurement partner is that any marketing
event can be monitored. This can be done
in either in a 360dialog provided dashboard
or via API into a marketing dashboard
already used by the end client such as Google
Analytics, Adjust, Appsflyer and over 100
messaging platforms ensuring a seamless fit
for various business needs.
A guide to WhatsApp Performance Marketing 2024 31

How to get the best

results from WhatsApp
Performance Marketing
Campaigns:
Leverage Ads that click to WhatsApp and WhatsApp
1 Marketing messages. Analyze which sources perform
better across metrics (ROI and RoAS) that are important
to drive business growth.

Customer Engagement is critical. Businesses

2 can fully map events within WhatsApp business
conversations to gain insight into customer
preferences, analyze churn and better qualify leads
through the WhatsApp Performance Marketing Funnel

Measurement with an independent partner across

3 the WhatsApp Performance Marketing Funnel,
from Conversation to Conversion, enables Marketers
to make informed, real-time decisions with structured
data to fuel business growth.

*Data could include website events, app events, offline conversions, or CRM.
A guide to WhatsApp Performance Marketing 2024 32

05
WhatsApp Flows
Empowers businesses to create rich
end-to-end customer experiences on
WhatsApp.

Businesses can design, build and customise their

own journeys, which can make chatbot and AI agent
solutions even better, as well WhatsApp offers end-
to-end experiences.

Businesses can build their own appointment booking

flows making it simple and intuitive for customers
to make reservations, book a service or schedule a
consultation all within the WhatsApp platform.

Businesses can drive acquisition and loyalty by

capturing new leads to build CRM databases, target
customers with personalized offers and rewards
and re-engage and maximise ROI with upsell
opportunities.
A guide to WhatsApp Performance Marketing 2024 33

Flows particularly shines when integrated with

chatbots enabling quicker response to customer
queries both generic and specific. WhatsApp
Flows, crucially reduces friction and frees up
agents time to tackle more complicated and
sensitive issues when they arise.

360dialog seamlessly integrates and enables

measurement within WhatsApp Flows increasing
conversions, customer engagement, leads and
revenue.
A guide to WhatsApp Performance Marketing 2024 34

06
Conclusion
The future of performance marketing
has arrived, and it’s on WhatsApp.

The synergy between the WhatsApp Business The dynamic interplay of measurement
Platform and an agnostic measurement across the WhatsApp Performance
partner such as 360dialog is transformative Marketing funnel, from Conversation to
for WhatsApp Performance Marketing. This Conversion empowers Marketers to make
duo empowers businesses to analyze and informed, real-time decisions with structured
optimize marketing campaigns seamlessly data fuelling business growth.
across the entire marketing funnel.
The future of marketing has arrived, and
This dynamic combination enables businesses it’s powered by WhatsApp Performance
to connect with their customers on a Marketing.
platform they already use daily, creating
vital connections and fostering customer
relationships that drive future business
growth.

Customer Engagement is critical.

Create a valuable messaging experience with
customers by offering utility, providing services
and enabling conversations. Businesses
can make WhatsApp their main point of
sales driving incremental revenue, increasing
average order value and increasing conversion
rates.
A guide to WhatsApp Performance Marketing 2024 35

About
360dialog
Unlock WhatsApp Performance Marketing.
Accelerate growth with 360dialog.
Unlock analytics and boost ROI with the first agnostic
WhatsApp Performance Marketing measurement
partner, 360dialog.

Thousands of businesses in 116 countries rely on

360dialog as their official WhatsApp API provider.
A guide to WhatsApp Performance Marketing 2024 36

Contact

Gerrit Rode Pratik Malhotra

Founder & CEO, Business Development
Europe Manager, India & APAC

Murilo Bettamio
Head of LATAM

Learn more about WhatsApp

Performance Marketing
Get in touch with 360dialog today

www.360dialog.com
www.linkedin.com/360dialog
A guide to WhatsApp Performance Marketing 2024 37

Appendix
1
Hubspot 2023 Marketing Report.

2
Business Messaging Usage Research by Kantar. (Meta commissioned online study of 5,504
online adults in BR, MX, ID,TH, VN, UK, DE, ES, DR, IN, US), April 2022.

3
The Three Customer Service Megatrends In 2022, Forrester Research, Inc., March 15, 2022.

4
Hubspot 2023 Marketing Report.

⁵ Hubspot 2023 Marketing Report.

⁶ Forrester Total Economic Impact Study of Meta Business Messaging for Customer Care.

7
Business Messaging Usage Research by Kantar. (Meta commissioned online study of 5,504
online adults in BR, MX, ID,TH, VN, UK, DE, ES, DR, IN, US), April 2022.

8
Getting Value from WhatsApp Messaging: Marketing Edition.

9
Forrester Total Economic Impact Study of Meta Business Messaging for Customer Care.

10
Meta Business Messaging for Marketing and Sales, a commissioned study conducted by
Forrester Consulting on behalf of Meta, December 2022.

11
Hubspot 2023 Marketing Report.

12
Forrester Total Economic Impact Study of Meta Business Messaging for Customer Care.

13
Forrester Total Economic Impact Study of Meta Business Messaging for Customer Care.