Cut cost per WhatsApp conversation from 1,746 TRY to 66 TRY.
On September 21, 2026 I replaced the lead-form and link-click campaigns on EveryMaterial's Meta account with click-to-WhatsApp (CTWA) campaigns.
Daily WhatsApp conversations
- Before · Aug 25-Sep 21
- 1,746 TRY
- 20,952 TRY / 12 conversations
- After · Sep 22-Sep 30
- 66 TRY
- 12,201 TRY / 184 conversations
Meta Marketing API · onsite_
| Date | Spend (TRY) | Conversations |
|---|---|---|
| 2026-08-25 | 174.73 | 0 |
| 2026-08-26 | 651.20 | 0 |
| 2026-08-27 | 263.30 | 0 |
| 2026-08-28 | 216.07 | 0 |
| 2026-08-29 | 375.17 | 0 |
| 2026-08-30 | 400.60 | 0 |
| 2026-08-31 | 496.60 | 0 |
| 2026-09-01 | 537.81 | 0 |
| 2026-09-02 | 721.37 | 0 |
| 2026-09-03 | 613.23 | 0 |
| 2026-09-04 | 591.15 | 0 |
| 2026-09-05 | 398.70 | 0 |
| 2026-09-06 | 762.00 | 0 |
| 2026-09-07 | 475.93 | 0 |
| 2026-09-08 | 790.96 | 0 |
| 2026-09-09 | 806.28 | 0 |
| 2026-09-10 | 633.35 | 0 |
| 2026-09-11 | 924.68 | 0 |
| 2026-09-12 | 934.47 | 0 |
| 2026-09-13 | 1,350.80 | 3 |
| 2026-09-14 | 379.83 | 1 |
| 2026-09-15 | 1,533.43 | 0 |
| 2026-09-16 | 1,408.38 | 2 |
| 2026-09-17 | 962.50 | 3 |
| 2026-09-18 | 1,219.61 | 1 |
| 2026-09-19 | 1,337.06 | 1 |
| 2026-09-20 | 1,003.36 | 1 |
| 2026-09-21 | 989.40 | 0 |
| 2026-09-22 | 992.36 | 5 |
| 2026-09-23 | 1,558.60 | 26 |
| 2026-09-24 | 1,137.99 | 32 |
| 2026-09-25 | 1,641.41 | 18 |
| 2026-09-26 | 1,029.04 | 14 |
| 2026-09-27 | 1,777.58 | 32 |
| 2026-09-28 | 2,013.19 | 29 |
| 2026-09-29 | 1,447.63 | 21 |
| 2026-09-30 | 602.81 | 7 |
- Client
- EveryMaterial
- Sector
- B2B retail display manufacturing
- Channel
- Meta Ads · WhatsApp · TikTok Ads
- Period
- Aug 25-Sep 30, 2026
- Role
- Ad account management, API integration
Approach
- Replaced the lead and link-click campaigns with three CTWA campaigns: acrylic displays on September 21, Middle East on September 24, shopping carts on September 27.
- Set up Meta Graph API and TikTok Business API integrations; I read the account through the API every day, broken down by day.
- Analyse customer and conversion data to segment retargeting audiences.
- share of period spend used by the three CTWA campaigns
- 15%
- conversations from CTWA campaigns / account total
- 180 / 196
01 Budget flow
Where did the budget flow, and where was it turned?
Flow · Aug 25-Oct 5, 2026
- Aug 25-Sep 21: budget flowed into lead form and link click campaigns. 28 days brought 12 WhatsApp conversations.
- September 21, 2026: I replaced those campaigns with click-to-WhatsApp (CTWA) campaigns.
- Sep 22-30: 184 conversations in 9 days. Cost per conversation fell from 1,746 TRY to 66 TRY.
- Then I split cost per message by product group: acrylic (Pleksi) ~45, Middle East CTWA ~99, shopping trolley ~2,151 TRY.
- That split was the basis for moving the budget to acrylic.
- Lead form + Link click · Aug 25-Sep 21 · 28 days: 12 conversations, 1,746 TRY
- Sep 21, 2026: flow turned to WhatsApp (CTWA)
- WhatsApp (CTWA) · Sep 22-30 · 9 days: 184 conversations, 66 TRY
- Cost per message · product group: Acrylic (Pleksi) ~45 · Middle East CTWA ~99 · Shopping trolley ~2,151 TRY
- Budget moved to acrylic
The vessel on the left stands for the ad budget. Two thin ink streams run to lead form and link click campaigns; from August 25 to September 21, 2026 they brought 12 WhatsApp conversations at 1,746 TRY each. On September 21 a red cut severs them and a thick red stream flows into Click-to-WhatsApp campaigns: 184 conversations from September 22 to 30 at 66 TRY each (Meta Marketing API, em9). The three vessels on the right show cost per message by product group; the fill is how many messages the same budget buys: acrylic at about 45 TRY is full, Middle East CTWA at about 99 TRY is under half, shopping trolley at about 2,151 TRY is nearly empty (live API report of October 5, 2026). That split was the basis for moving the budget to acrylic.
02 Same account · TikTok
Repaired TikTok age targeting.
TikTok impression share by age bracket
TikTok Business API · report_
| Age | Before (Sep 15-20) | After (Sep 21-30) |
|---|---|---|
| 13-17 | 13.5% | 2.3% |
| 18-24 | 17.5% | 3.7% |
| 25-34 | 38.8% | 57.5% |
| 35-44 | 17.1% | 21.2% |
| 45-54 | 5.3% | 6.3% |
| 55+ | 6.4% | 8.5% |
| Unknown | 1.3% | 0.5% |
The campaign had been launched without an age limit; I fixed the targeting through the TikTok Business API.
03 Site and creative
Corporate site and product images: before and after
everymaterial.com
EveryMaterial home page
Before · 2026-03-02 · Project archive
After · 2026-10-11 · Live
Before · Project archive / After · Live
- 1Single navigation bar
- 2Headline and two CTAs above the fold
- 3One WhatsApp button
What changed
- A top strip of search, seven social icons and four flags plus a separate menu merged into one floating navigation bar with a single language switch.
- The white-background product collage slider was replaced by in-use product photography under the brand headline.
- The H1 moved from the bottom edge of the first screen to the centre of the first screen, with two calls to action.
- Four stacked per-language WhatsApp buttons became one icon button.
The before image is the 2026-03-02 capture from the project archive; the Wayback Machine holds a snapshot from the same day.
I built the corporate site in React and TypeScript in four languages and refreshed product images through an AI-assisted pipeline held to the reference photo.
Limitations
- A conversation counts as a lead here. Tracking whether it becomes a sale sits with the client's team; this page shows no sales figures.
- Nine days is a short window; a long-run average needs more data.
- Non-CTWA campaigns also contribute to the account-level count: 16 of 196 conversations came from lead and link-click campaigns.
- The metric is Meta's count; it may not match the WhatsApp Business count one to one.
Takeaways
- Moving the campaign objective to the event the business counts, the WhatsApp conversation, changed cost directly.
- Reading the account day by day through the API made the day of the change and the targeting drift visible in the report.