Snapchat Ads Telegram Tracking: Leads, Joins, Deposits

Where Snapchat loses sight of the lead

A Snapchat ad that points at Telegram ends its visible life at the tap. Ads Manager can count swipe-ups and landing page views, but the join, the first message to your bot and the deposit a week later all happen inside Telegram, where the Snap Pixel does not run.

Connecting Snapchat lead generation to Telegram therefore takes two pieces. The first is a record of what each Snapchat click turned into inside Telegram. The second is a way to send those outcomes back to Snapchat, so its reporting and delivery work from leads and deposits rather than from taps. Tellmetric does both on the server, without a pixel inside Telegram.

What you connect

Snapchat delivery is part of the Pro and Agency plans; the Free plan reports to Meta only. On the Snapchat page under Ad accounts you enter three things from Snapchat Ads Manager:

Pixel id. From Events Manager, a UUID that identifies the pixel the events are reported to.
Conversions API token. Generated in Ads Manager under Business Details, Conversions API Tokens. It is stored encrypted and shown afterwards only as a masked hint.
Test code, optional. The code from Events Manager's Test Events tab, used while you check the setup.

No code is added to Telegram or to your bot for Snapchat. Events are sent from Tellmetric's servers to Snapchat's Conversions API (version 3), about every 30 seconds.

How a Snapchat click reaches Telegram

The ad points at a Tellmetric tracking link rather than straight at t.me. When someone taps the ad, the link records the click and then opens Telegram. Snapchat adds its click id to the link as the ScCid parameter, and Tellmetric stores it with the click, together with the IP address and browser of the person who tapped. Any UTM parameters and sub-ids on the link are stored as well.

From there the click is followed into Telegram in one of two ways:

A group or channel link. Your bot creates a single-use invite for that click, so the join is matched to the exact click that produced it.
A chat link to your bot. The person lands in a conversation with your bot. When they press Start, their Telegram account is linked to the click for 24 hours, and the message they send is credited to it.

If the ad sends people to your own landing page first, add the tracker.js snippet to that page. It picks up ScCid from the address and, if the Snap Pixel is also on the page, the _scid cookie, then carries both through to the Telegram link the visitor taps. Every later event, including deposits days afterwards, inherits the click's identifiers and campaign tags.

Lead generation into Telegram

Searches for a Snapchat lead generation integration with Telegram usually come from the same need: the lead is collected in or around Telegram, and the advertiser wants to know which ad produced it. Tellmetric records several actions that can serve as the lead. Pick the one a real prospect performs and a casual tapper does not.

A message to your bot. The first private message of the day from someone who started the bot through a chat link in the previous 24 hours. A press of Start on its own is not a lead; it is the step that ties the person to the click.
A join to your group or channel. Matched through the single-use invite described above.
A hosted form. Tellmetric can host a short form at its own address, with fields for name, email, phone, amount and Telegram username. Point a tracking link at it, and each submission is recorded as a Lead, a sign-up or a deposit, as set on the form, and credited to the click that opened it. Email and phone are hashed before they are stored.
A Mini App event. Verified with Telegram's signed data and credited when the Mini App was opened with the click id. The default event name is Lead.
A status from your CRM or tracker. A postback carrying the click id and a status such as lead, reg or contact, or a call to the events API. Both inherit the click's identifiers and campaign tags.

Snapchat's own lead form ads collect details inside Snapchat; Tellmetric does not import those leads. The approach here is for campaigns whose lead step happens in Telegram, on a form or in your CRM. Telegram bot lead generation covers the bot side of this in more detail.

Which events Snapchat receives

Snapchat accepts its own event names only and rejects a whole batch over a single name it does not know. Tellmetric therefore translates each Telegram event into a Snapchat standard event before sending it:

Join to a group or channel: SUBSCRIBE
Message to your bot, or a contact status from a postback: CUSTOM_EVENT_1, since Snapchat has no contact event
Lead and sign-up from a form, a Mini App, a postback or the API: SIGN_UP
Deposit, first deposit and purchase, including Telegram Stars payments to your bot: PURCHASE, with the value, currency and order id when they are known
Link clicks and other events without a Snapchat equivalent: CUSTOM_EVENT_2

Unlike the Meta mapping, these names are fixed. Each event carries its own id, so a retry does not create a duplicate.

Match keys, and what is not sent

Snapchat matches an event to a person who saw or tapped an ad using the identifiers sent with it. Tellmetric sends only what it has for that event:

The Snapchat click id (ScCid) as sc_click_id, and the _scid cookie as sc_cookie1 when your landing page captured it
Hashed email and hashed phone, for example from a hosted form or a postback
The IP address and browser of the original click
A hashed external id, and when your API call or postback supplies them, hashed first and last name, city, postcode, gender and date of birth

Some events are recorded in Tellmetric but deliberately not sent to Snapchat:

Events with no usable identifier. Snapchat needs the click id, the cookie, an email, a phone or the IP address. An event that carries only an external id, such as a Telegram user id, is refused by Snapchat as too broad, and one such event fails the whole batch, so it is skipped. A typical case is a message from someone who never came through a tracking link.
Negative events. Leaves, refunds and ended channel subscriptions are kept for reporting and never reported as conversions.
Follow-ups after a join. Still a member after a set number of days, first group message, first reaction and boosts have no Snapchat equivalent and are not sent.
Deposits awaiting review. If the workspace holds deposits for approval, they are sent only once approved.
Old events. Snapchat delivery looks back three days. Events older than that are not sent, so connect Snapchat before the campaign starts.

Temporary errors, such as rate limits or a Snapchat outage, are retried on the next pass. A rejection is recorded as failed, and Snapchat's reply is kept with the event.

Testing before real traffic

Open Test Events in Snapchat Events Manager and copy the test code into the Test code field.
Tap your own tracking link from a phone, join the group or message the bot, and if you use a form, submit it.
Watch the batches arrive in the Test Events tab. Join events should appear as SUBSCRIBE and leads as SIGN_UP.
Open the event in Tellmetric's activity list. The detail view shows whether Snapchat accepted, refused or skipped it, with Snapchat's answer.
Clear the test code before real traffic, so live events count towards your campaigns.

Reading results per campaign

Tellmetric's dashboard shows clicks, joins, messages and deposits side by side for the period you choose: 7, 14, 30 or 90 days. To read them per Snapchat campaign and ad, the click needs to carry the names, so add utm_source, utm_campaign and utm_content to the tracking link used in each ad. The funnel table can then be shown by campaign, ad or creative, traffic source, placement, country, device, operating system or app. Clicks opened in Snapchat's in-app browser are labelled Snapchat in the app view.

Filters narrow the table by campaign, source, tracking link and country, up to four at once, and the table can be exported as CSV with the same filters. Spend import currently covers Meta and Google Ads accounts, not Snapchat, so cost per lead and cost per deposit for Snapchat campaigns are calculated by putting the spend from Ads Manager beside these counts.

Expect the totals to differ from Snapchat's own reporting. Tellmetric counts every conversion matched to a click. Snapchat counts the events it receives that it can match and that fall inside its attribution window. Use Tellmetric to decide which ads produce leads and deposits, and Snapchat's reporting to see what its delivery system is learning from.

Common mistakes

Pointing the ad straight at t.me, so no click is recorded and nothing can be credited to it
Leaving out the UTM parameters, so results exist per tracking link but not per ad
Counting bot starts as leads, when the message or join that follows is the meaningful action
Leaving the test code in place after launch, so live events stay in the Test Events tab
Connecting Snapchat weeks after launch and expecting older events to be sent
Renaming campaigns after launch, which splits one campaign into two rows
Judging an ad on cost per deposit before deposits have had time to arrive

Frequently asked questions

Do I need the Snap Pixel?

No. You need a pixel id and a Conversions API token, and events are sent from the server. If your landing page already runs the Snap Pixel, tracker.js also passes its _scid cookie as an extra match key.

Can I connect Snapchat lead generation to Telegram without a website?

Yes. The tracking link records the click and opens your group or bot directly, and a hosted form can collect details at Tellmetric's own address. Tracking Telegram leads without a website explains the approach.

Is Snapchat available on the Free plan?

No. Snapchat delivery is part of Pro and Agency. On Free, events are recorded and reported to Meta only.

Can the same events go to Meta and other platforms too?

Yes. Each connected platform receives the events separately, in its own format. On Pro and Agency that includes Meta, TikTok, Snapchat, Reddit, Spotify, X and Google Ads.

Snapchat ads Telegram tracking and lead generation