Analyzing the results of advertising on Telegram.

In 2022, advertising integrations on Telegram have become a popular means of promotion in Russia, possibly due to user migration from other social networks. With a large potential audience, convenient collaboration with channels, and the ability to post various forms of advertising within an acceptable budget, this trend has proven effective.

However, after running an advertising campaign and posting integrations, it’s important to evaluate the results. QB Agency experts have offered recommendations based on their own examples.

Crucial metrics for analyzing the outcomes of advertising on Telegram.

No matter which advertising integration format is chosen on Telegram, certain indicators are crucial for assessing the effectiveness of promotion. These metrics are closely linked to the number of impressions and budget, and indicate how effectively advertising funds were utilized for a particular campaign.

Post reach refers to the number of times a post is viewed in a channel, usually evaluated after 24 hours of advertising. Telegram posts typically garner a significant number of views within the first 6 hours, but additional details can be gleaned by analyzing resource statistics prior to integration.

Clicks are target actions performed by users after viewing a post, leading them to a third-party resource, a brand’s Telegram channel, or chatbot.

CPC (cost per click) represents the price an advertiser pays for each user click on their ad, calculated by dividing the advertising budget by the number of clicks.

These metrics allow for an analysis of campaign ROI. Additional tools and indicators are included in the analysis of advertising integration, depending on the destination of the user’s click.

UTM tags

These metrics are essential when an advertising post leads to an external resource, as the primary indicator of effectiveness would be the number of clicks generated by the post.

When an advertising campaign is broadcasted simultaneously across multiple channels or social networks, we suggest including the following parameters in UTM:

• utm_source_telegram: the source
• utm_medium=paid_placement: the type of advertisement
• utm_campaign=channel_name: the name of the channel where the advertisement was placed
• utm_content=post_12_07: the publication release date if there were multiple posts or links in a single channel.

Thus, the following options are available for working with links:

The first involves inserting a link directly into the post’s text.

The second involves shortening the link using special programs and placing it at the end of the post.

Alternatively, both options can be used simultaneously.

To evaluate the results of advertising on Telegram, it is necessary to integrate Yandex.Metrica or Google Analytics. In either case, the platform will generate a report for the desired period, including tags for traffic sources and associated actions. The report will also display the number of visits and unique visitors to the website for each Telegram advertising post.

Ideally, the website should also be linked to the metric in order to track targeted actions by visitors, such as browsing specific products, making a purchase, etc. This provides a more accurate assessment of the campaign’s results and allows for the identification of optimization errors.

Recently, we launched campaigns on multiple platforms to promote a new application related to online services, including Telegram. Our analysis of the integration results revealed that users from selected channels are primarily interested in the “education” and “self-development” themes of the application. By integrating a metric for target actions with the product itself, we identified a drop-off point in user engagement with the complex email registration process. This issue was addressed in the next campaign by implementing a simplified registration process, resulting in a significant increase in registered users.

In summary, key performance indicators for advertising integrations on Telegram aimed at directing users to an external resource would be the number of clicks and targeted actions.

Invite links

If your advertising goal is to promote your own branded channel, using the invite link format is essential. The primary objective of this approach is to track the number of users who subscribe to your channel.

Generating and modifying an invite link is a simple process that can be done in just a few clicks. Firstly, access the channel settings and select “Channel type”. Next, click on “Manage invitations” to access the “Create a new link” function. Here, you can set the time limit and maximum number of users, as well as provide a name for the link (useful if your ad is displayed on multiple channels).

To add an invitation link to a post, simply copy and paste the link that appears after creating it in the “Manage Invitations” section of the channel settings. When users click on the link and subscribe to the channel, the service will record it, including any unsubscriptions.

There are different ways to track the effectiveness of the invitation link, such as using the TGStat service, which has a database of 40,000 Russian and foreign channels. To use this service, you can search for the partner channel in the search bar, click on the “Channel Statistics” function, and select the “Advertising Efficiency” parameter. This will display information about the advertising posts with invitation links, including the ad date, post views, and subscriber growth on the right.

The primary metrics to measure the success of using an invitation link as a means of channel promotion are the post views and the number of new subscribers.

Right conclusion

The analysis of advertising integration takes into account factors such as post reach, number of clicks, CPC, and the specifics of the advertised product. For products with a wide audience, such as consumer goods or online games, the CPC is usually lower and there are more views and targeted clicks. However, for specialized products or new market entrants, the CPC is typically higher, as is the case with cryptocurrency services or campaigns aimed at promoting a brand’s Telegram channel.

Ultimately, the goal of a Telegram campaign is not to achieve a high view rate of an advertising post, but rather to optimize promotion budgets and find potential customers within the messenger’s user base. Therefore, seeking the assistance of experts is crucial.

QB Agency experts specialize in executing various tasks such as searching for relevant Telegram channels, chats, and bots for advertising integration, testing different advertising approaches and creatives, connecting additional services, and providing detailed analytics with campaign results. Their approach is tailored to the specific requirements of individual businesses and the characteristics of the messenger audience. Entrusting your advertising campaign to experts is a wise decision to boost your product’s reach and appeal to potential customers.