Telegram Ads Statistics: What to Track and How to Read It

What the Telegram Ads dashboard shows

For each ad the platform reports a basic set of numbers. The exact list can change as the platform is updated, but the logic stays much the same.

All of this sits at the top of the funnel. You learn what people saw and tapped, not what happened afterwards.

• impressions: how many times the ad appeared in channels;
• clicks: taps on the button or link;
• CTR: clicks as a share of impressions;
• CPM: the cost per thousand impressions, which is what you actually pay for;
• spend over the period;
• channel joins, if the ad leads to a channel;
• day-by-day dynamics.

How to read impressions, CPM and CTR

Few impressions with an unspent budget usually means your bid is too low for the chosen channels, or the channel set is too narrow. Plenty of impressions but almost no clicks points to the copy, or to a mismatch with what those readers care about.

CPM is handy for comparing channel groups: it shows where the audience is more expensive. CTR is fairer to compare between ads that target the same channels with different copy. Otherwise you are comparing topics, not texts. A real estate channel and a recipe channel will react to the same line in very different ways.

What Telegram Ads statistics do not tell you

The dashboard has no view of what happens after the tap. It does not know about enquiries or purchases in your bot or on your site, whether subscribers stayed and read your channel, or how any of it ties to revenue. Age, gender and city of users are not shown either.

That is why judging an ad by CTR alone is risky. A catchy text can bring curious people who never buy.

How to fill the gaps with your own tracking

The principle is simple: every ad needs its own trail, so you can recognise the user once they are inside your own system.

• for a channel, create a separate invite link per ad; the admin can see how many people joined through each one;
• for a bot, use a link with a start parameter unique to the ad; the bot records it at first launch;
• for a website, add UTM tags so web analytics shows visits and conversions per ad;
• keep one shared table with dashboard data (impressions, clicks, spend) next to your own (joins, enquiries, payments via Click or Payme from the bot, channel or CRM).

Metrics worth calculating yourself

These are the numbers that show whether an ad is profitable, not just clickable:

• cost of a subscriber who is still in the channel a week later;
• cost of a bot launch;
• cost per enquiry and cost per sale;
• the share of visitors who took the target action: left a phone number, tapped “Order”, paid.

An example: the curious versus the interested

Say two ads run on the same channels. The first has a higher CTR, the second a lower one. Start parameters show that more people from the second ad reached an enquiry in your bot. So the first ad attracts the curious and the second the genuinely interested. It makes sense to move budget to the second and rework the copy of the first rather than switching it off blindly.

Use the same approach to compare Telegram with Instagram or search: only by cost per enquiry or sale from your own records. Impressions and clicks across platforms are not comparable because the formats differ. Also remember that channel subscribers keep reading and may buy well after the first week.

How often to check the numbers

Open the dashboard daily in the first days after launch so you catch technical problems early: a broken link, a bot that does not respond, a budget that is not being spent. Draw conclusions about performance only after each ad has gathered enough impressions and clicks. Once a week, update your table and decide what to scale and what to stop.

If the ad leads to a bot, attribution gets easier because the source is visible from the very first step. markdev builds Telegram bots for businesses in Uzbekistan and sets up tracking so every enquiry links back to its ad. If you would like to talk through your own case, get in touch.