Methods for Analyzing the Effectiveness of Telegram Ads

With over 500 million active users, Telegram, which is truly privacy-oriented, has become one of the best platforms for advertisers seeking to reach a diverse and engaged audience. Telegram is a multifunctional cross-platform instant messaging system that supports text, voice and video messages and allows users to share stickers, photos and files of various formats. However, Telegram has its own significant nuances that can affect the success of an advertising campaign. Let’s learn more about this messenger and study the cases in more detail.

Why Track Metrics in Telegram Ads?

When using the Telegram Ads platform in your advertising campaigns, it is important to carefully analyze the results of the ads you run, otherwise this can lead to very unpleasant consequences:

• Draining the budget;
• Deterioration of results and increase in the price of an application or subscription
• Difficulties in assessing the effectiveness of an ad.

When running ads, as with other online advertising tools, it is always recommended to track metrics, this is necessary in order to perform the following analytics tasks:

• Determine growth points;
• Draw up a correct work plan to improve results;
• Evaluate the results of launched campaigns;
• Test hypotheses and their effectiveness;
• Achieve the required number of conversions and conversion prices.

By correctly assessing the results of campaigns, it will be easier to draw up the necessary guidelines for improving the quality of advertising for the brand.

Screenshot of the TGads advertising account

To simplify tracking of indicators, the Telegram Ads account provides indicators for evaluating ads. There is one drawback: in the original Telegram Ads account, general indicators are shown for the entire period of work, and there is no way to set the settings so as to see all the indicators for a specific day. But there are also non-original platforms on which such an opportunity is present.

TGads account statistics

Indicators for Evaluating Analytics

Let’s look at the indicators that are important to pay attention to and that are already present in the Telegram Ads account.

Setting up the main sections for the advertising account
Views
This indicator is as important as the others; thanks to it, we evaluate whether the price for views is set correctly. If the price is set low, there will be few or no views. If the price is too high, views will immediately jump. In this indicator, it is important to find the “Golden Mean” so that the budget is not spent quickly, but goes evenly.

Clicks
Thanks to clicks, you can analyze whether the ad is interesting to users. Everything is clear here – there are few clicks, which means either the advertisement did not interest the user, or the channel on which the advertisement is broadcast was selected incorrectly. The more clicks, the better.

Affiliated
A very important indicator due to which advertising campaigns are evaluated. This needs to be monitored and constantly strive to increase the conversions of this indicator.

CTR
This indicator shows the effectiveness of the advertisement. This is the ratio of clicks to views. This indicator should also be constantly increased through tests with various brand offers, scaling successful ads, testing new channels, etc. On this platform we strive for a CTR of more than 1.50%.

If the CTR is low, optimize the ad or stop it and restart it with a different landing page/text/channel.

CPM
The CPM metric is the cost per 1000 views. This metric can be configured manually and set the price that you consider necessary. It turns out that by independently indicating the rate that you are willing to pay for 1000 views, the budget is rolled out in such a way that if the assigned CPM price is lower than other competitors, then the advertising rollout will be slower. CPM does not have an optimal rate that will suit everyone; this is determined through tests and analysis. But I always recommend starting with the minimum bets – 1.5 euros, and gradually increasing if required.

CPC
Cost per click. This metric is also important to track to understand whether it is worth stopping the advertisement and whether it is effective? If the cost per click is high compared to others, you should optimize your ad or disable it.

Cost per subscriber (CPS)
Also one of the most important indicators for assessing results. This metric can depend on many factors: channel, landing page, ad text. And all these factors need to be analyzed and tested in order to understand growth points. If the price of a subscriber is inexorably growing, the problem may be in one of the factors listed above.

In our projects we receive a subscription price of up to 1.3 euros.

Examples

Thanks to our extensive experience in Telegram Ads, we can of course share not only super results, but also not-so-successful ones, and where would we be without them? This is how hypotheses are built, ideas are tested through trial and error.

Let’s look at examples of good performance indicators within the project:

Advertising statistics

In these ads we see the optimal number of clicks and views, also the CTR of these ads is high, if we evaluate it within the Telegram Ads platform, and the price for a subscription reached a maximum of 0.85 euros, which is also an excellent indicator.

These ads can be scaled, the text can be tried on other telegram advertising channels.

Let’s also consider examples from not entirely successful ads:

Advertising statistics

Such ads have a large budget, low CTR, few subscriptions and a very high subscription price.

What to do in such cases:

• Restart the ad with different texts – if that doesn’t help, don’t target on this channel;
• Rework the text, improve it, present another proposal;
• Adjust CPM, set it to slow growth to avoid a sharp drain on the budget.

Working in Telegram Ads is a long-term job. Only through competent analysis of channels, your target audience, writing, selling the text, testing hypotheses, and optimizing indicators can you achieve successful results.

Tips for improving performance:

• Focus on the test results and adjust your ad settings based on this;
• Don’t neglect testing different ad text presentations and channels;
• Test various promotional codes in the text and track the effectiveness of online and offline sales using them;
• Adjust your CPM rates throughout the day, they may change depending on the competition;
• Often, subscribers of the channel on which you appear may become tired of the advertising creative, even if it is successful. Therefore, test other ads on it, and let subscribers “take a break” from your advertising.

Conclusions
To obtain successful performance indicators, and in order not to sag in conversions, use the analytics of the Telegram Ads advertising account. If you have difficulties collecting data for analytics, use those Telegram Ads advertising platforms that provide more accurate indicators for each day.

Only by optimizing metrics and working with dashboard analytics will you be able to understand what you should pay attention to and what results you need to work harder on. WGG agency also shares more about effective optimization of advertising tools on our blog.

Advertising on Telegram provides a rare chance to engage with audiences in a personalized and unobtrusive way. By mastering the platform’s features and adhering to its user-centric philosophy, marketers can develop campaigns that are both innovative and harmonious with the values of Telegram’s community. Success hinges on producing ads that are as compelling and valuable as the content that attracts users to Telegram.