Guide
How to track Telegram leads back to the ad that produced them
When ads send people into a bot or a group, Ads Manager typically reports clicks and no conversions. This guide explains how to record the leads and report them to Meta.
Where attribution is lost
A person taps your Instagram ad, opens Telegram, presses Start on your bot and becomes a lead. Meta records the tap; everything after it happens in an app Meta cannot observe. Because the campaign is evaluated on clicks, the algorithm optimises for people likely to click, and the audience that becomes leads receives a declining share of your budget.
What tracking a lead involves
- Each ad click receives a unique id when it reaches your tracking link
- That id is carried into Telegram in a bot deep link or a single-use invite
- The bot start, join or first message is recorded against the click
- The lead is delivered to Meta as a standard event with the click's fbc attached
- Later deposits are attributed to the same lead through a postback
Setup
- Create a workspace and connect your bot token and Meta dataset
- Create a tracking link of kind "bot" or "join" for each campaign or offer
- Use that link as the ad destination, with UTMs that match your campaign names
- Optionally add tracker.js to a landing page to capture fbp and visitor ids as well
- Select the delivered event as the conversion goal in Ads Manager
Dashboard reports
Leads by campaign, ad set and creative; cost per lead once spend is available; the sources whose leads go on to deposit; match quality coverage for the identifiers Meta uses; and lead cohorts grouped by week of arrival, with the revenue each has produced since.
Who this is for
- Coaches and consultants who qualify leads in a Telegram conversation
- Course creators who deliver content through a bot
- Affiliates generating depositors for trading, crypto and iGaming offers
- Any advertiser whose ad traffic ends in Telegram rather than on a checkout page
Frequently asked questions
Can I track leads without a bot?
Group joins can be tracked with single-use invite links. Bot starts and DMs require a bot, which you can create with BotFather in a few minutes.
What counts as a lead?
You define it. A bot start, a group join or a DM can each be delivered as a Lead or CompleteRegistration event. Deposits are sent as Purchase.
What if the person joins days later?
The link between the click and the Telegram identity persists, so a delayed join or deposit is still attributed to the original ad.
How much does it cost?
The Free plan covers up to 1,000 tracked users a month with Meta reporting. Pro, at €49 a month, adds TikTok, Snapchat, Reddit, Spotify and Google Ads delivery, cohort reports and match quality. The Free plan requires no card.
Track Telegram conversions from your Meta ads
The Free plan requires no card. Upgrade to Pro at any time.