FormWhats.app — which ad brought which WhatsApp message?

What is FormWhats.app?

FormWhats.app adds WhatsApp and call buttons to websites and matches every click with ad data. The business sees, in a single panel, which campaign and search term a conversation came from and which agent it was routed to.

The service was developed by Globya and is operated by the digital advertising agency Clicksem. You can explore it at formwhats.app (Turkish).

Starting point

For local businesses such as clinics, repair services and movers, most customers coming from ads don't fill in a form; they write on WhatsApp or call. The ad platform sees the click but not the conversation; the business sees the conversation but not the ad. Which campaign really brings customers ends up being a guess. FormWhats.app joins both ends in a single record.

The journey of a click

1. Clicks the ad: the campaign and search term are noted at that moment.
2. Browses the site: the landing page and number of pages viewed are written to the same visit.
3. Taps the WhatsApp button: optionally, the phone number is asked first (required, optional or not at all). WhatsApp opens in a new tab and the site stays open.
4. Goes to the next agent: numbers are distributed among agents in turn; if the same person writes again, they reach the same agent.
5. Notification: phone, campaign, search term and agent arrive by email within seconds.
6. The lead is tracked: through the WhatsApp webhook integration, the panel shows whether a conversation actually started; the lead is followed as contacted, won or lost, so it becomes clear which campaign brings sales.

Key solutions

Lead tracking with the WhatsApp webhook

A click on the button doesn't mean a conversation started. Through its WhatsApp webhook integration, FormWhats.app sees whether a click turned into a real conversation. Every lead sits in the panel with its status: was contact made, was the sale won or lost. Ad reporting ends at the outcome, not at the click.

One-line setup, design unchanged

The tracking tag is added as a single line to the site's <head> or to Google Tag Manager. If the site already has a WhatsApp button, that button is connected; the business's design stays as it is. A "Verify installation" action in the panel confirms the tag runs on the right page.

Cookieless analytics

The visitor ID is generated with a key that changes daily and is deleted the next day; no cookie is left in the browser. If needed, it also respects the site's own cookie consent. Measurement happens without compromising visitor privacy.

Phone numbers in an encrypted vault

Phone numbers left by visitors are stored encrypted, every access is logged, and they are deleted when the period chosen by the business expires. The most sensitive data under data protection law is the most tightly protected.

The installation checks itself

Connected sites are scanned every night. If the tag has been copied to another site, or there is no button left to click on the page, a warning appears in the panel. Tracking that silently breaks after a site redesign gets noticed.

Client panels for agencies

An agency can open a separate panel for each client. Clients sign in without a password, using a code sent to their email, and see only their own site; there are admin, operator and viewer roles.

Analysis table

What we learned from this project

• Measure where the conversation happens. If customers talk on WhatsApp, ad data has to travel all the way there.
• Privacy is a feature. Not using cookies protects visitors and keeps measurement from going blind when cookie consent is declined.
• Installations break; the system should say so. The nightly scan removes the question "how long has tracking been down?"

To measure ad-driven enquiries and connect them to sales, see our digital advertising, custom software and KVKK compliance services. For our other products in this field, see the technology and software page.