When a customer taps the WhatsApp button on your website, we show you the campaign, ad group and keyword that brought them. No guessing, no spreadsheets. Then send the leads that turn into customers back to Google Ads.
New WhatsApp message
Sara Ahmed
+971 50 123 4567
You get the message. But where did Sara come from?
What's The Source shows
Paid adThe problem
Someone clicks your ad, reads your site, and moves to WhatsApp. Your ad platform never sees the conversation, and WhatsApp does not say where the person came from. So you cannot tell which ads actually bring in customers.
Without it
A list of names and numbers. No idea what worked.
With What's The Source
The same leads, each with the ad that brought them.
If your website sends people to WhatsApp and you pay for ads to get them there, this is for you.
You have a WhatsApp button on your website and customers message you from it. Think clinics, AC repair, real estate, salons, schools and other service businesses. You finally see which ads bring real enquiries, not just clicks.
You run ads for several clients and need to show which campaigns and keywords bring leads. Connect each client's Google Ads account and websites, and report on real conversations instead of guesses.
No developer needed for most websites. If you can paste a line of code, you can do this.
Paste our small script into your site. It notices when a visitor presses a WhatsApp button and remembers which ad they came from.
<script src="https://app.whatsthesource.com/tracker.js" data-site-id="your-site-id"> </script>
Paste one link into WATI, Gupshup, Interakt, Meta or Twilio. New messages then reach us, and we match each one to a visit.
Paste one webhook link into your provider
app.whatsthesource.com/api/webhooks/whatsapp/your-link
Sign in with Google to bring in your real campaign and ad group names. This step is optional but makes your reports much easier to read.
Google Ads
ConnectedThat is all. From then on, every new WhatsApp lead appears in your dashboard with its source already filled in.
What you see
Everything is in one place, in plain words. Here is what the dashboard looks like.
Total leads, how many came from paid ads, how many came in each day, and which campaigns are bringing the most customers.
Leads
128
From paid ads
94
Source unknown
9
Leads per day
Top campaigns
| Lead | Source | Campaign | Keyword |
|---|---|---|---|
| Sara Ahmed+971 50 123 4567 | google / cpc | AC Repair Dubai | ac repair near me |
| Omar Khalid+971 55 987 6543 | google / cpc | Villa Maintenance | villa maintenance dubai |
| Priya Nair+971 52 456 7890 | google / organic | None | None |
| James Cole+971 54 321 0987 | direct / none | None | None |
A clear list of every WhatsApp lead with a colored tag for paid, organic or direct traffic. Filter by date, campaign or source to find what you need.
Click any lead to see who they are, what they wrote, and the exact ad, keyword and page that led them to you.
The person
Where they came from
MatchedClose the loop
Google only sees the click. It never learns that the person messaged you, got a quote and bought. We send that back, so Google Ads can show which campaigns bring real customers.
The moment the WhatsApp message comes in, we report a Lead to Google Ads against the ad click that started it.
In the dashboard, mark the lead Qualified or Converted. Add the sale value if you like. You can also import outcomes from a CSV.
Each stage is sent to your Google Ads account as its own conversion, with the sale value. You choose whether a campaign optimises for it.
It is off until you turn it on for each Google Ads account, and you can switch it off at any time. It works for visitors who came from a Google Ads click (the GCLID).
We are in a free beta: every account gets Agency Scale at no cost until 28 February 2027. The plans differ only in how many Google Ads accounts you can connect. Agencies usually need one account per client.
For a clinic, repair company, salon or real estate office running its own Google Ads.
$39 / month
or $372 / year ($31 / month)
Free during the beta
Founding price: $27 / month for 12 months
1 Google Ads account
Start freeFor freelancers and small agencies running Google Ads for 3 to 5 clients.
$97 / month
or $924 / year ($77 / month)
Free during the beta
Founding price: $68 / month for 12 months
5 Google Ads accounts
Start freeFor agencies managing 10 or more client accounts.
$199 / month
or $1908 / year ($159 / month)
Free during the beta
Founding price: $139 / month for 12 months
15 Google Ads accounts
Start freeSign up before 28 February 2027 and you become a founding member: 30% off your first 12 months of billing, on any plan.
Every plan includes every WhatsApp lead with its source, campaign, ad group and keyword names (full detail for Search campaigns), and works with WATI, Gupshup, Interakt, Meta, Twilio and custom webhooks, and sends your conversions back to Google Ads.
Prices are in US dollars. Annual billing saves about 20%. Need more than 15 Google Ads accounts? Talk to us.
A short code such as (ref: K7M2) is added to the end of the message they are about to send. It is how we match the message to the exact visit. They can leave it in or delete it. If it is deleted, we fall back to matching by timing, and the lead is marked as a probable match.
A WhatsApp Business API provider that can send messages to a webhook link. We work with WATI, Gupshup, Interakt, the Meta WhatsApp Cloud API and Twilio, and we can accept any provider that sends a custom webhook. The free WhatsApp Business app on its own cannot send us messages.
No. Without Google Ads you still see the source and medium of every lead. Connecting Google Ads adds real campaign and ad group names and the keyword behind each click. Full campaign, ad group and keyword detail comes from Search campaigns; other campaign types may show less.
Only with your approval. Connecting reads your campaign and ad group names. If you choose to turn on tracking, we show you exactly what will be added to the account's Final URL Suffix, and you confirm it first. You can switch it off and your original value is restored.
Google Ads normally only knows that someone clicked. When you mark a lead Qualified or Converted, we send that result, with the sale value if you add one, to your Google Ads account. You can then see which campaigns and keywords bring paying customers, and decide whether a campaign should optimise for them.
Not by itself. We add three conversions to your account as secondary conversions, so your campaigns keep bidding on what they bid on today. If you want a campaign to optimise for one of them, you switch that on in Google Ads. You can turn the upload off in Settings at any time.
Not yet. Today it tracks visitors who reach WhatsApp from a button or link on your own website, including visitors from Google Ads, search and other sources.
Follow-up messages from the same person within 7 days stay on the same lead, so you do not count one customer twice.
We use it only to show you your own leads. We never sell it. Read the Privacy Policy for the full details.
Create your account and add your first website in a few minutes.