Understand recorded conversation referrals

Open Conversation analytics → Referrals and choose a period and channel. The chart counts retained inbound referral evidence attached to the conversations your access permits. Platform staff can view the equivalent aggregate report across businesses.

Read the sources

• WhatsApp ads means the received referral evidence identified an ad or a Click-to-WhatsApp click.
• Meta posts means the referral identified a post.
• Other Meta referrals means a referral was recorded without enough evidence to classify it as an ad or post.
• Other recorded referrals groups any additional recorded referral kinds.

These are referral records. One conversation may have several records or appear under more than one source. The conversation total counts each conversation once across included referral records. Neither figure counts unique people or all website visitors.

Understand the limits

The period applies to when the referral happened, even if the conversation started earlier. The report uses the same channel, inbox and connected-source restrictions as the rest of conversation analytics. It includes retained inbound customer messages and omits cleared messages and expired referral evidence.

Excluded shows recorded referrals that staff marked to leave out of attribution. They do not contribute to the bars or included conversation count. Historical reporting does not renew a referral's eligibility to classify a new lead.

A recorded referral does not prove a completed order, payment, booking or causal conversion. Business outcomes remain separate. This report does not calculate ad spend or return on advertising spend.

Collection coverage varies by channel. Current collection is based on the existing Meta/WhatsApp referral support. A channel with no recorded referrals may lack collection support; zero does not establish that all of its traffic was direct. The report cannot reconstruct referrals that were never collected or have expired.

Export or recover

The conversation CSV includes included referral totals, distinct conversations, excluded records and source breakdowns for the selected period and channel. It does not export referral URLs, ad identifiers, click identifiers or message content.

If referral reporting is unavailable, it is not a zero. If the report could not load, choose Try again. If it still cannot load, ask your workspace administrator to check service availability and access.

See Understand conversation analytics for the other populations and report limits.