How-to
How to track Telegram conversions from Meta ads
Meta reporting ends at the click because the pixel cannot run inside Telegram. This guide describes the server-side process that reports Telegram conversions to Meta.
Why Meta cannot see Telegram conversions
Ads Manager attributes only what its pixel or its own surfaces can observe. A Telegram join, a message to your bot and a deposit made after a conversation all take place outside a browser. Meta has no record of them, so it continues to optimise for people who click, regardless of whether they convert.
The five steps
- 1. Replace the destination URL. Point the ad at a Tellmetric tracking link. Meta appends the fbclid; the link stores it with UTMs and sub-ids and issues a click id.
- 2. Redirect into Telegram with the click id preserved. For groups, the bot creates a single-use invite. For bots, the deep link carries the click id in the start parameter.
- 3. Record the conversion. When the person joins, sends a message or pays with Stars, the bot records it and matches it to the click. Deposits are reported by postback from your platform.
- 4. Deliver the event to Meta. The event is sent to the Conversions API on the next delivery cycle, mapped to a standard name such as CompleteRegistration, Contact or Purchase, with fbc, hashed identifiers and an event id for deduplication.
- 5. Optimise for the event. Select the delivered event as the campaign's conversion goal. Meta then optimises for joins and depositors.
Contents of a delivered event
Event name and time, action source, the fbc reconstructed from the click id, fbp when a landing page captured it, hashed email or phone if your funnel collected them, a hashed Telegram user id as external id, client IP address and user agent, and value and currency for deposits. Meta uses these fields to calculate match quality.
What you can measure
- Cost per join and cost per deposit by campaign, ad set and creative
- A funnel table showing where each campaign loses people
- Match quality coverage, showing how much of your data Meta can use
- Reports you can share with clients directly, without a spreadsheet
Common mistakes
- Optimising for link clicks, which tends to fill the group with people who never engage
- Assuming Telegram cannot be measured because a pixel cannot run there
- Matching UTMs manually in a spreadsheet, which does not scale as volume grows
- Sending events without a click id, which Meta accepts but cannot attribute
Frequently asked questions
Is a website required?
No. The path from ad to tracking link to Telegram works without one. A landing page with tracker.js is optional and improves match rates.
Which events can be tracked?
Clicks, bot starts, group and channel joins, DMs to your admin bot, offer link clicks, Mini App events, Stars payments, and deposits or first-time deposits via postback.
How quickly does data appear?
Clicks appear immediately. Conversions are delivered to Meta on the next worker cycle, normally within a minute.
Is Meta the only supported platform?
No. The same events can be delivered to TikTok, Snapchat, Reddit, Spotify and Google Ads from one setup on the Pro plan.
Track Telegram conversions from your Meta ads
The Free plan requires no card. Upgrade to Pro at any time.