Every ad platform loses sight of a visitor once they open Discord. The way a join is matched to its click is the same for all of them; what differs is the click id each platform uses, the event name it expects and what it accepts. This guide covers each one.
Whether the ad runs on TikTok, Snapchat, Reddit, Spotify, X or Google, the hard part is the same: the platform records the click, the person then joins your server inside Discord, and nothing connects the two. Discord does not tell an app which invite a member used, so one invite per campaign only gives you counts to compare.
Tellmetric connects them with a step every visitor passes through. The ad points at a tracking link for your Discord server. The link records the click with the platform's click id and campaign parameters, then sends the visitor to Discord's authorise screen for your own Discord app. After the visitor approves, your app adds them to the server, and because the click id travelled through the authorise request in a signed value, the join belongs to exactly one click. A visitor who authorised your app before skips the screen.
From there the join is one event in Tellmetric, and the delivery worker sends it to every ad platform you connected, each in its own format. The rest of this guide is about those differences.
| Platform | Join is sent as | Click id used | Still a member |
|---|---|---|---|
| Meta | CompleteRegistration (standard) | fbclid, as fbc | Custom event Retained |
| TikTok | Subscribe (standard) | ttclid | Not sent |
| Snapchat | SUBSCRIBE (standard) | ScCid | Not sent |
| SignUp (standard) | rdt_cid | Custom event Retained | |
| Spotify | SIGN_UP (standard) | Spotify's click id | Not sent |
| X | The conversion event you set for joins | twclid | Not sent |
| Google Ads | Not sent: Google receives deposits and purchases | gclid, gbraid, wbraid | Not sent |
Every event carries what the ad click itself carried: the click id, the IP address and user agent of the click, and an event id for deduplication. None of them carries data from Discord about the person, such as the Discord id, username or email; Discord's developer policy forbids passing it to advertising networks, and Tellmetric never does. Deposits and purchases you report later go to every connected platform as its purchase event, with value and currency, credited to the same click.
Point the ad at the tracking link and add the URL suffix from the Links page, which fills tt_campaign_id, tt_adgroup_id and tt_ad_id from TikTok's macros. TikTok appends the ttclid itself. A join reaches TikTok's Events API as Subscribe, which you can select as the optimisation event of a website conversion campaign. Follow-up events such as still a member are not sent, because TikTok has no standard event for them and can refuse a whole batch over an unknown name. The TikTok-specific setup for Telegram, which is the same on the ad side, is in TikTok ads to Telegram tracking.
Snapchat adds its click id, ScCid, to the destination URL, and Tellmetric stores it with the click. The join goes to the Conversions API as SUBSCRIBE. Snapchat accepts only its own event names and rejects a whole batch for one unknown name, so anything without a standard equivalent is either sent as a numbered custom event or not at all; still a member is not sent. More on the ad side in Snapchat ads to Telegram tracking.
Reddit's click id, rdt_cid, is captured with the click. A join is sent to Reddit's Conversions API as SignUp, and members still in the server after the days you set go as a custom event named Retained, which lets you compare campaigns on members who stayed rather than members who joined.
Spotify receives a join as SIGN_UP through its Conversions API. X works differently: each conversion is an event you create in X Ads Manager, and you paste the id of the event for joins on the X page in Tellmetric. Joins are then sent with the twclid of the click. Neither receives the still-a-member event.
Google is the exception. Tellmetric uploads to Google Ads only deposits and purchases, through the Data Manager API, because those are the conversions Google's bidding should value; joins are not uploaded. Google also requires ads to land on your own domain, not on a link that redirects straight elsewhere. For a Discord funnel that means a landing page with the Tellmetric script and buttons that use the Discord tracking link. Add the Final URL suffix from the Links page so the campaign, ad group and ad ids are stored with each click. Joins from Google ads are still attributed to their campaign in Tellmetric's reports, and once you connect the Google Ads account, imported spend gives you cost per join per campaign there.
In Tellmetric each join is attributed to the one click that led to it, so a person who saw a TikTok ad and later clicked a Snapchat ad is credited to Snapchat, the click they joined through. Delivery is wider: a join goes to every connected platform that has something to match it on. TikTok and X need their own click id; Snapchat, Reddit and Spotify can also match on the IP address and device of the click. Each platform then applies its own attribution window, which is why the totals in their dashboards can add up to more than your joins. Tellmetric's dashboard shows joins by source, campaign and ad, with the Community filter separating Discord from Telegram when you run both.
For broader reporting on growth and retention, see Discord server growth tracking; for Meta in particular, Meta ads to Discord.
Free reports to Meta only. Pro (€49 a month) and Agency add TikTok, Snapchat, Reddit, Spotify, X and Google Ads, with up to five communities, Telegram or Discord, per workspace. Details are on the pricing page; setup of the Discord side is in Discord ads tracking setup.
Which event does TikTok receive for a Discord join? Subscribe, sent through the Events API with the ttclid of the click.
Can Google Ads optimise for Discord joins? Not through Tellmetric: Google receives deposits and purchases only. Joins from Google ads are still attributed in Tellmetric's reports.
Is the still-a-member event sent to every platform? No. Meta and Reddit receive it as a custom event; the others have no matching standard event.
Which plan do I need for platforms other than Meta? Pro or Agency.
The Free plan requires no card. Upgrade to Pro at any time.