Meta Ads report · Click-to-WhatsApp

Pain O Fine

Video ads for Haripriya Herbal Products, shown to people in Kerala on Facebook and Instagram. This report covers three Pain O Fine campaigns from 1 August to 29 September 2026: what the ads delivered, who responded, and where the budget worked hardest.

Objective Engagement Optimised for Conversations Destination WhatsApp Location Kerala Currency INR

193

WhatsApp conversations started

₹4,512.81 spent, ₹23.38 per conversation
Main campaign: ₹19.18 per conversation
Best stretch, 8 to 23 Sep: ₹13.83 per conversation

Overview

The numbers at a glance

Figures cover all three campaigns combined unless a label says otherwise.

Delivery

Spend: ₹4,512.81
Impressions: 46,652
Reach, campaigns summed: 41,567
CPM: ₹96.73

Clicks

Clicks, all: 1,500
CTR, all clicks: 3.22%
Cost per click, all: ₹3.01
Link clicks: 395
Link CTR: 0.85%
Cost per link click: ₹11.42

Results

WhatsApp conversations: 193
Cost per conversation: ₹23.38
Conversations per 1,000 impressions: 4.14
Conversations per link click: 49%

Engagement

3-second video plays: 12,957
Post engagements: 13,593
ThruPlays, two main campaigns: 3,527
Reactions, two main campaigns: 183
Comments, two main campaigns: 5

Campaigns

The main campaign cost about 40% less per conversation than its follow-up

Pain O Fine 2 used the same WhatsApp setup and spent ₹1,784 in four delivery days. The main campaign turned 5.3 of every 1,000 impressions into a conversation. The follow-up turned 3.1.

Campaign	Delivered	Status	Spend	Impressions	Reach	Frequency	Clicks	Link clicks	CTR (all)	Link CTR	CPM	Conversations	Cost / conv.	Conv. / 1k impr.
Pain O Fine ad	1–3 Aug	Not reported	₹215.69	4,074	4,074	1.00	36	18	0.88%	0.44%	₹52.94	6	₹35.95	1.47
Pain O Fine	From 1 Sep	Active	₹2,512.90	24,537	21,113	1.16	977	250	3.98%	1.02%	₹102.41	131	₹19.18	5.34
Pain O Fine 2	24–27 Sep	Paused	₹1,784.22	18,041	16,380	1.10	487	127	2.70%	0.70%	₹98.90	56	₹31.86	3.10
All three	1 Aug – 29 Sep		₹4,512.81	46,652	41,567	—	1,500	395	3.22%	0.85%	₹96.73	193	₹23.38	4.14

CTR (all clicks) counts every click on the ad, including reactions and video taps. Link CTR counts clicks on the call-to-action only.

Trend

Cost per conversation was lowest in mid-September and rose as daily spend grew

From 8 to 23 September the main campaign averaged ₹13.83 per conversation across 107 conversations. From 24 September, with both campaigns running and daily spend reaching ₹1,259 on 25 September, the average across campaigns rose to ₹34.90 over 68 conversations.

Spend per day

Rupees, days with delivery only

Conversations started per day

Counted on the day Meta attributes them

Cost per conversation per day

Rupees. Days with fewer than 5 conversations are left blank.

The 29 Sep column shows conversations attributed to that day with no spend. Meta can add conversations to recent days after the fact, so the latest days may improve.

Audience

People aged 55 and over gave 58% of conversations for 43% of the spend

Targeting was Kerala with age and gender left open. Response rose steadily with age. Under-35s cost ₹39.10 per conversation. Ages 55 and over cost ₹17.08.

Share of spend and conversations by age

Pain O Fine and Pain O Fine 2 combined

Share of spendShare of conversations

Men received 67% of spend and produced 70% of conversations at ₹22.25 each. Women received 32% of spend and 30% of conversations at ₹24.34 each. Rows with fewer than 10 conversations are directional only.

Placements

Facebook delivered 84% of conversations at roughly half the Instagram cost

Facebook Reels and Feed together took 72% of spend and returned 79% of conversations at about ₹21 each. Instagram took 24% of spend for 15% of conversations.

Platform split

Share of spend against share of conversations

Share of spendShare of conversations

Cost per conversation by placement

Faded bars have fewer than 10 conversations and are shown for reference

Creative

3 in 10 impressions become a video play, and 8% of plays reach the end

Each campaign ran one video ad. In the main campaign 30.4% of impressions became a 3-second play, and 8.4% of those plays were watched to the end. A ThruPlay cost ₹1.13.

Watch retention

Share of 3-second plays that reached each point in the video

Pain O FinePain O Fine 2

Video and engagement	Pain O Fine	Pain O Fine 2
3-second plays	7,470	4,697
Hook rate (3-second plays per impression)	30.4%	26.0%
Cost per 3-second play	₹0.34	₹0.38
ThruPlays	2,228	1,299
Cost per ThruPlay	₹1.13	₹1.37
Post engagements	7,849	4,924
Cost per post engagement	₹0.32	₹0.36
Reactions	101	82
Comments	5	0

Quality rankingAverageBoth campaigns

Engagement rankingAverageBoth campaigns

Conversion rankingBelow averageBoth campaigns, bottom 35% of comparable ads

ThruPlay counts a play of 15 seconds or to the end. The watch milestones come from a separate Meta count, so the two are shown side by side and not added together.

Device and location

Nearly every conversation came from an Android phone in Kerala

Both main campaigns delivered only in Kerala. Android phones took 92% of spend and 95% of conversations at ₹22.24 each. iPhone conversations cost ₹36.08, on a sample of 10.

Share of spendShare of conversations

Takeaways

What the results point to

What worked

Low-cost days. The best days reached ₹11 to ₹13 per conversation: 12 Sep at ₹11.30 (15 conversations), 22 Sep at ₹11.85 (39) and 16 Sep at ₹12.58 (7).
The 55+ audience. Ages 55 and over cost ₹17.08 per conversation against ₹39.10 for under-35s.
Facebook Reels and Feed. Together they produced 148 of the 187 conversations in the two main campaigns.
A fresh audience. Frequency stayed at 1.16 in the main campaign, so few people saw the ad more than once.

What to change next

Raise budget in smaller steps. Cost per conversation was ₹13.83 at moderate daily spend and ₹27 to ₹29 when spend reached ₹436 to ₹1,259 a day on 24 and 25 Sep.
Move spend toward 45+ on Facebook. Under-35s took 14% of spend for 8% of conversations. Instagram Feed cost ₹53.15 on 6 conversations.
Work on the conversation rate. Meta rates conversion below average. Test a new opening message and call-to-action on the WhatsApp screen.
Track sales. Meta reports conversations only. Tagging closed WhatsApp orders by campaign would give revenue and return on ad spend.

Data

Day-by-day figures and method

Daily figures, all campaigns combined

Date	Spend	Impressions	Clicks	Link clicks	Conversations	Cost / conv.
1 Aug	₹46.20	923	15	10	5	₹9.24
2 Aug	₹150.74	2,868	14	6	1	₹150.74
3 Aug	₹18.75	283	7	2	0	—
1 Sep	₹85.11	1,345	23	7	2	₹42.55
5 Sep	₹355.72	2,644	56	16	9	₹39.52
6 Sep	₹2.53	19	5	2	1	₹2.53
7 Sep	₹0.78	9	0	0	0	—
8 Sep	₹168.71	1,932	100	22	10	₹16.87
12 Sep	₹169.49	987	75	26	15	₹11.30
15 Sep	₹81.45	703	33	9	5	₹16.29
16 Sep	₹88.04	675	32	11	7	₹12.58
18 Sep	₹43.78	392	22	4	1	₹43.78
21 Sep	₹168.10	1,363	102	20	9	₹18.68
22 Sep	₹462.33	4,677	275	81	39	₹11.85
23 Sep	₹298.21	2,668	117	27	21	₹14.20
24 Sep	₹435.55	4,549	111	30	16	₹27.22
25 Sep	₹1,259.22	10,376	359	102	43	₹29.28
26 Sep	₹0.14	3	0	0	1	₹0.14
27 Sep	₹169.49	3,807	42	0	0	—
28 Sep	₹508.47	6,429	112	20	5	₹101.69
29 Sep	₹0.00	0	0	0	3	—

How the numbers were produced

Source: Meta Ads account for Haripriya Herbalproducts, read through Windsor.ai on 29 September 2026. All money is in Indian rupees.

A conversation is a messaging conversation started, counted with Meta's default attribution (7-day click, 1-day view).

Reach is summed across campaigns, so a person who saw two campaigns is counted twice. Age, placement, device and video figures cover Pain O Fine and Pain O Fine 2 only. Meta returns no breakdowns for the 1 to 3 Aug "Pain O Fine ad" campaign.

Shares are calculated on the spend or conversations inside each breakdown, so they may differ by a rounding step from the campaign totals.