Written by.

Darina Shamanskaya

Date published

January 7, 2025

In Telegram Ads, you can promote a website. Moreover, you can add a direct link to the site in the ad. In order to track the effectiveness of such advertising to the target action on the site, it is better to add UTM tags to the URL of the link. Now we will tell you step by step how to do it systematically.

What is UTM tag

A UTM tag is a set of parameters in a URL that an analytics system can use to determine the source of traffic to a website. There are 3 main parameters 👇

Add a link to a site with a UTM tag

The beauty of running an ad with a link to an external site is that you'll be able to measure the effectiveness of your funnel ad before the targeted action on the site. To do this, simply add a UTM tag to the link.

In the Telegram Ads cabinet, start creating a new ad. In the "URL you want to promote" field, add a link to your website.

"Website name" will be generated automatically. This will appear in the title of the ad. You can edit this field.

You can check the 'Show website picture' checkbox. So the link will form a preview of the site and pull up a picture from the site. You can change the picture for the preview. With this setting your ad will become more visible.

Finished with your ad text and settings? Don't forget to pre-evaluate how the ad will look. Run 'Preview Ad'.

Rules for working with UTM tags

Below are a few tips to systematize your UTM tags and use them for analytics really effectively.

• Lowercase: Spell out the values in the UTM label in lowercase letters.
• Latin letters and numbers only: Use only Latin letters (a-z), numbers (0-9) and hyphens (-) or underscores (_).
• URL encoding: If UTM tag values contain special characters, spaces, or other characters that are not valid in the URL, use URL encoding for proper display. For example, %20 for spaces.
• Short and clear UTM tags: Remember that UTM tags will be added to URLs, so try to use short values that are easy to read and remember.
• Consistency: Keep the format and values for UTM tags the same across campaigns and channels. For example, utm_medium=cpc should be applied to all paid ads.

Link generation

You can glue the main URL with a set of UTM parameters by hand. But if you need to run more than 10-20 ads and do it in a systematic and consistent manner, it's better to use a UTM tag generator. Such a tool will ease the routine and reduce the number of inaccuracies.

One of the options is the UTM tag generator from Tilda. You fill in the URL and parameters. Then copy the automatically generated link in one click.

Example of UTM tags for Telegram Ads

• Traffic source: telegram-ads
• Traffic type: cpm
• Campaign name: promo1

Together, these settings create a full UTM tag that is added to the URL. If you specify these settings, all links in the email will have the parameters added:

?utm_source=telegram-ads&utm_medium=cpm&utm_campaign=promo1

These tags can be used to track conversions and conversions to targeted actions on the site in Google Analytics or Yandex.Metrics.

Analyze the results of advertising

In Telegram Ads, you will be able to check some metrics of RC effectiveness. For example:

• 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

Read more: CPM in Advertising and Telegram Ads

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