Darina ShamanskayaIn Telegram Ads you will be able to check some metrics of RC efficiency. The analytics capabilities in Euro and TON offices are different. In this article, we will tell you about analytics in the Telegram Ads TON cabinet.
Directly in the office you will be able to get the following indicators:
- CPC - price per click (transition).
- CTR - clickability of an ad (the ratio of clicks to impressions).
- CPM - cost per 1,000 impressions.
- Spent budget - advertising expenses (in euros).
- Remaining budget - Remaining budget.
To track user behavior after clicking on a link, use Yandex.Metrics, Google Analytics or others. You will be able to evaluate the following metrics from Telegram Ads:
- number of sessions
- number of leads
- CPL - price per lead
- CPA - price per targeted action (e.g. click on the "Leave request" button)
- CAC - price for attracting one client
- CR at each stage of the funnel
The results of advertising in Telegram Ads can be viewed partly in your own advertising cabinet and partly in Google Analytics or Yandex.Metrics. Let's learn how to analyze advertising in each case.
Analytics in Telegram Ads in TON offices
The set of metrics for analytics in the Telegram Ads advertising cabinet is limited. But with the help of data export to csv, it will be possible to calculate other parameters on your own. Parameters displayed in the advertising cabinet:
- Views - views of the ad in increments of a few minutes or days.
- Joined / Started bot - channel subscriptions / number of bot starts.
- Clicks - clicks (ad clicks).
- CPC - cost per click (transition).
- CTR - clickability of an ad (the ratio of clicks to impressions).
- CPM - the cost of 1000 impressions set at the moment (without dynamics and averages).
- CPS - cost per subscriber.
- Spent budget - advertising expenses (in euros).
- Remaining budget - Remaining budget.
- Targeting parameters - targeting parameters.
- URL in the button.
- Status - status of announcements.
- Date added - date added.
To save and analyze the data, you will need a table (e.g. Excel) with the main parameters that are available in the advertising cabinet.
- Campaign Name.
- Announcement Text.
- CPM.
- CTR.
- Number of views, subscriptions, bot launches.
- Cost per click (transition) and subscriber.
- Spent Budget.
How to drive traffic to an external link in TON-cabinet Telegram Ads
- Create a bot in Telegram
- Write to @BotFather with the command
/newbot. - Specify a name and username for the bot.
- Save the token that BotFather will issue.
- Customize Telegram Mini Apps
- In chat with @BotFather, type the command
/newapp. - Select a previously created bot.
- Provide the name and description of the Mini App, attach an image.
- Specify the external link to be opened.
- Get the link to the app in the format:
https://t.me/ваш_бот/ваше_приложение. - Run ads
- Provide a link to the Mini App in your Telegram Ads TON account.
Your ads will now lead to the Mini App, from where users will be able to click through to your website.
Recommendations on Telegram Ads analytics
- If you track analytics and adjust settings and ads based on the results of the tests, the effectiveness of advertising in Telegram will increase.
- To evaluate other business outcomes, look at the entire funnel (leads, customers) in end-to-end analytics via third-party tools. Remember about UTM tags.
- Different metrics are important for different purposes. If the goal is to gain an audience for the channel, look at the cost per subscriber (CPS/CPJ). To get bids on the bot, define a test period, budget for each offer and calculate the cost per bid (CPL) from the bot. When you understand the target cost - aim to reduce or at least keep it. If successful ads provide you with the necessary volume of applications or subscribers, then others can be turned off.
- The period of testing Telegram advertising also depends on the campaign goals. For recruiting subscribers, 7 days and at least 10 texts is optimal. When conversions or other objectives are important, everything will be individual: the timing of the tests will depend on your business and the conversion window - the time it takes for a user to make a purchase decision.
Performance can be improved in several other ways.
- Test new creatives, wording of offers.
- Try different targeting: by topic (not only targeted, but also near-targeted), by language only (maximum reach), by specific channels, by geographic location of users.
- Add promo codes, for example, to track offline sales.
- If you are driving users to a channel - prepare content that will motivate users to stay there and then warm them up to a targeted action.
- Adjust the price per thousand impressions: you can start with a minimum rate, and further, depending on the intermediate results, to increase the cost.
Read more: Telegram policy | Content content
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