Sending Qualification Signals to Ad Platforms

When a lead is qualified through Driftrock Convert — for example, after completing a WhatsApp conversation — that qualification outcome is exactly the kind of signal your ad platforms need to find more in-market customers. Driftrock lets you send those qualification signals directly to Meta, Google, TikTok, and other connected platforms in real time, so your campaigns can optimise towards leads who actually convert, not just leads who submitted a form.

A qualification signal is a conversion event sent from Driftrock to an ad platform, telling it that a particular lead has been qualified. In Driftrock, qualification happens through Convert: a WhatsApp conversation updates a lead's status in Lead Manager (for example, to "hot", "warm", or "very hot"). That status change triggers a conversion event to be sent to every ad platform connected to that capture.

Because the setup is done once on the automation of the WhatsApp conversion capture, the same qualification signal can be sent to multiple platforms simultaneously — no separate setup required per channel.

Most campaigns optimise towards the lowest-cost lead, because that is the only signal the ad platform can see. When you send qualification signals, you give platforms visibility of which leads actually progressed through your funnel. Meta, Google, and TikTok can then use that data to find more people likely to qualify — not just likely to submit a form.

The result is a lower cost per qualified lead over time, and richer reporting. Instead of cost per lead, you can track cost per qualified lead, cost per test drive booked, or cost per purchase — all from the same Driftrock setup.

A lead submits a form and is captured by Driftrock.

Driftrock Convert initiates a WhatsApp qualification conversation with the lead.

Based on the conversation outcome, an agent or automated flow updates the lead's status in Lead Manager.

The automation on the WhatsApp conversion capture detects the status update and fires the qualification signal.

The signal is sent to each configured ad platform via their Conversions API (Meta CAPI, Google Enhanced Conversions, TikTok Events API, and others).

Each platform receives the signal and uses it to optimise campaigns towards similarly qualified audiences.

Prerequisites:

Driftrock Convert must be active with a WhatsApp qualification flow configured.

Your ad platform accounts must be connected to Driftrock (Facebook Ad Account, Google Ads, TikTok Ads, etc.).

Each platform must have a pixel or dataset ID ready.

Lead Manager statuses must be defined and populated by the qualification flow.

For Google and TikTok: create the conversion action in the ad platform before setting it up in Driftrock.

Navigate to the WhatsApp conversion capture in Driftrock and open the Automations tab.

Create a new automation. Under Conversion APIs, toggle "Send conversion events for new leads" on.

Select the platform you want to send the signal to (Meta, Google, TikTok, etc.).

For Meta: define the name of the qualification signal (for example, "qualified_lead") and select the Facebook Ad Account and Pixel ID. For Google and TikTok: select the conversion action you created in the ad platform, then select the relevant pixel or dataset ID.

Enable "Route by custom rules" and set the condition: when lead_manager.status.status

is one of your qualifying statuses (for example, "hot", "very hot", "warm"). This ensures only genuinely qualified leads trigger the signal.

Save and activate the automation.

Repeat steps 2 to 6 for each additional platform, creating a separate automation for each.

In your ad platform's campaign settings, update the optimisation target to use the new qualification conversion events.

Keep your event taxonomy consistent across platforms. Using the same signal name (such as "qualified_lead") in Meta, Google, and TikTok makes cross-platform reporting and comparison significantly easier.

Start with your most clearly qualified statuses when setting routing rules. Sending only "hot" and "very hot" leads as signals, rather than all statuses, keeps the signal high quality and gives ad platforms the strongest possible training data to optimise from.