Basics ·
Glossary
Key platform terms: from account currency and CPM to deep links, PWA bots and white-hat funnels.
A — C
- Account Currency
- The primary settlement unit of an ad account. TON accounts (settled in Gram) suit Web3 services and crypto projects, but are blocked for delivery in Russia and Ukraine. Euro accounts (settled in euros) are universal, support any GEO (World format) and allow clicks to external URLs.
- Agency Account
- An ad account opened through an official reseller. Unlike standard self-serve profiles, agency accounts have higher moderation trust, allow advertising external sites, provide bulk campaign management and support crypto top-ups (USDT).
- Contextual Cloaking
- A method of adapting ad creatives by replacing aggressive affiliate wording with academic financial or medical language (e.g. “casino schemes” → “mathematical models”, “weight loss” → “metabolic biohacking”) to pass AI moderation filters.
- Cost/dep (Cost Per Deposit)
- Average cost of one deposit. Calculated as campaign spend divided by the number of deposits. Requires deposit events via postback or a tracker.
- Cost/reg (Cost Per Registration)
- Average cost of one registration. Calculated as campaign spend divided by the number of registrations. Requires registration events via postback or a tracker.
- CPA (Cost Per Action)
- Cost of a target action. In Telegram’s native stats, an “action” means only a bot start or a channel subscribe. Measuring real CPA (deposit, CRM registration) requires integration with third-party trackers.
- CPC (Cost Per Click)
- Actual cost of one user click on the ad button. Calculated as total campaign spend divided by unique clicks.
- CPM (Cost Per Mille)
- The base pricing model in Telegram Ads, where funds are charged for every 1,000 impressions of a sponsored message. The minimum bid threshold in the system is 0.1 Gram (Toncoin).
- CR (Conversion Rate)
- Share of impressions that resulted in a conversion. Calculated as conversions divided by impressions, times 100%.
- CTR (Click-Through Rate)
- Clickability of an ad. Calculated as the percentage of clicks to total impressions. A key quality marker for auction algorithms: high-CTR ads get delivery priority at equal bids.
- Custom Audiences
- An advanced targeting tool that lets you upload external databases (phone lists, emails or scraped @usernames) into the account for precise delivery to a narrow user segment.
- CVR (Conversion Rate from clicks)
- Share of clicks that resulted in a conversion. Calculated as conversions divided by clicks, times 100%. Shows how efficiently traffic converts after the click.
D — P
- Deep Linking
- A special URL format (e.g. t.me/bot?start=param) that sends the user into a specific chatbot scenario branch or a particular channel post. Used for precise traffic segmentation and tracking individual ad performance.
- Declined
- Official campaign status meaning the ad failed automatic or manual Telegram Ads moderation. Main rejection triggers in high-risk niches are clickbait, shock content, excess capital letters or a landing that does not match the ad copy.
- Hourly Analytics
- A detailed campaign monitoring tool with hourly data snapshots. Helps spot peak conversion periods and automatically adjust bids by time of day.
- IF/THEN Rules
- Logical macros for automatic ad account management. Let you optimize campaigns 24/7 without a buyer, using set triggers (e.g.: “IF spend > $50 AND conversions = 0, THEN pause the ad”).
- Promote URL
- The final destination URL after a click on the ad button. In Telegram Ads the landing can be a public channel, an open chatbot, a Telegram Mini App (PWA) or an external website.
- PWA Bot (Progressive Web App)
- A mini app that runs inside the Telegram interface (Telegram Mini App). Lets you deploy full web UIs (games, client cabinets, payment gateways) while minimizing traffic loss when leaving the messenger for an external browser.
Q — W
- Quiz Bot
- An interactive chatbot that mimics a survey or questionnaire. Media buyers use it as an intermediate warm-up layer for cold audiences before a native partner offer.
- Target Channels
- A precise targeting method where ads show only to subscribers of specific, manually selected public channels (from 1,000 people). The most effective tool for winning audiences from direct competitors.
- White Hat Funnel
- A multi-step traffic architecture built for legitimate Telegram Ads moderation in complex verticals (Nutra, Crypto, iGaming). Uses neutral creatives and warm-up lead magnets at the first stage of user interaction.