Create a Meta Click-to-Direct (CTX) Engagement Ad in Sparkforge

By Sparkforge Support Team ·Last reviewed May 3, 2026

In Sparkforge Ad Manager, a Click-to-Direct Engagement ad sends ad clicks straight into a Messenger, Instagram Direct, or WhatsApp conversation. Connect the right accounts, attach a conversation form, and Meta optimizes delivery.

A Click-to-Direct (CTX) ad in Sparkforge Ad Manager pushes ad clicks straight into a chat — Facebook Messenger, Instagram Direct, or WhatsApp — with the Engagement objective and Messaging Apps as the conversion location. Meta optimizes for the maximum number of conversations across whichever apps you've connected.

Before you start

Ad Manager onboarding must be complete.
Facebook page is connected to Sparkforge.
Instagram is required if you want Instagram Direct as a destination — connect your Instagram account to the Facebook page.
WhatsApp is required if you want WhatsApp as a destination — add a WhatsApp number to the Facebook page.

Step 1: Open Ad Manager

Go to Sub-account > Marketing > Ad Manager.
Click + Create Campaign.
Select Facebook Campaign and Start from scratch.

Step 2: Pick the Facebook page and Instagram account

Select the Facebook page that represents your business. Either connect an Instagram account already linked to that page, or use the Facebook page itself for Instagram placements. Without a connected Instagram account, Instagram Direct won't be eligible as a CTX destination.

Step 3: Set the objective

Objective: Engagement
Conversion Location: Messaging Apps (defaults)
Performance Goal: Maximize number of conversations (defaults)

Step 4: Pick messaging apps

Select one or more of: Facebook Messenger, Instagram Direct, WhatsApp. Eligibility depends on what's connected to your Facebook page.

What runs based on which apps are available

Available apps	Behavior
All three (Messenger, Instagram, WhatsApp)	Ad runs across all platforms; Meta picks the best app per user.
Messenger and Instagram Direct only	Ad runs without WhatsApp. Users chat via Messenger or Instagram.
WhatsApp only	Ad routes all conversations to WhatsApp. Doesn't run on Messenger or Instagram.
One app available	Ad runs across placements but conversations route only to that app.
None available	Cannot create the ad with Engagement objective. Pick a different objective (Traffic, Leads).

Step 5: Conversation form

Create a new conversation form or pick an existing one. The form drives the auto-reply experience inside the chat.

Step 6: Placements

Automatic Placements (Recommended): Meta distributes the ad where conversations are most likely.
Manual Placements: Pick specific surfaces — Facebook Feed, Instagram Feed, Stories, etc.

Step 7: Build the creative

Format: Single Image/Video or Carousel.
Copy: Short, direct, one clear ask. Example CTA: "Message Us Now!"
CTA button: Send Message. With multiple messaging apps selected, Meta picks the platform per user based on response likelihood.

Step 8: Budget and schedule

Set a daily or lifetime budget. Add start and end dates if needed. Match budget to your performance goal — undersized budgets stall optimization.

Step 9: Audience

Target by location, age, gender, and detailed targeting. Use Custom Audiences for retargeting and Lookalikes for prospecting.

Step 10: Review and publish

Confirm every setting. Click Publish to launch. Monitor performance in Ad Manager Statistics.

Tracking and optimization

Install Meta Pixel for on-site interaction tracking.
Configure a CAPI (Conversions API) action to send conversation events back to Meta for better optimization.
Test multiple creatives and audience segments. Shift budget toward the winners.

Frequently Asked Questions

What if I don't have WhatsApp or Instagram connected — can I still run a CTX ad?

Yes, as long as at least one messaging app is available. The ad runs only on the connected app. If none are available, the Engagement objective with Messaging Apps conversion location can't be created — switch to a different objective.

How does Meta pick which messaging app to send a user to when multiple are available?

Meta optimizes per user based on where they're most likely to respond, using their messaging history and engagement signals. You don't manually route — selecting multiple apps lets the algorithm choose.

Do I need a conversation form, or can I just route to an empty inbox?

A conversation form is required for the Engagement objective with messaging apps. It defines the welcome message, quick replies, and automated responses that fire when a user clicks the ad.

Why aren't Instagram Direct or WhatsApp showing as options?

Instagram Direct requires an Instagram account connected to the selected Facebook page. WhatsApp requires a WhatsApp number added to the Facebook page. Connect them at the page level, then return to the ad setup.