Running Telegram campaigns for iGaming without tracking the right metrics is like gambling blindfolded - you risk wasting money with no clear outcome. To succeed, you need to measure performance at every stage, from clicks to lifetime player value. Here are the seven key metrics every iGaming marketer should track:

• Click-Through Rate (CTR): Measures how many users click on your Telegram ad or message. A higher CTR means your content is engaging and well-targeted.

• Conversion Rate to Registration (CR Reg): Tracks how many visitors sign up after clicking. Telegram often outperforms other platforms with rates between 20% and 40%.

• First-Time Deposit Rate (FTD Rate): Monitors the percentage of registered users who make their first deposit - critical for identifying paying players.

• Cost Per First-Time Deposit (Cost Per FTD): Calculates how much you spend to acquire a paying player. This ensures your campaigns remain cost-efficient.

• Return on Ad Spend (ROAS): Measures revenue generated for every dollar spent on advertising. It’s the ultimate indicator of profitability.

• Retention Rates (D1, D7, D30): Tracks how many players remain active over time. Retention is vital since loyal players drive most of the revenue.

• Lifetime Value (LTV): Estimates the total revenue a player generates over their entire relationship with your platform, helping you focus on high-value users.

7 Essential Metrics for Tracking iGaming Telegram Campaigns

Master Telegram Ads Metrics: CPC, CPM, CPS & How to Scale Affiliate Campaigns Effectively

1. Click-Through Rate (CTR)

Click-Through Rate (CTR) measures how many users who see your Telegram message or ad actually click on it. It's calculated as (Clicks ÷ Impressions) × 100. Essentially, CTR tells you whether your creative and messaging are enticing enough to get users to take action.

Relevance to iGaming Performance

CTR is a key indicator of how well your campaign is performing. A strong CTR suggests that your targeting is on point and your messaging resonates with potential players. Telegram Mini Apps tend to deliver far better results compared to traditional mobile ads, with average CTRs of 6% to 7%, while standard mobile ads typically hover between 2% and 3%. This higher engagement at the top of the funnel increases the chances of converting users later.

"The most noticeable thing about TG traffic is the quick results. For example, mini apps show a CTR of 6-7%, while a 2-3% is already a good result for mobile traffic." - Konstantin Ulanov, iGaming expert and co-founder of UFFILIATES.me

For example, during a campaign from December 1 to December 31, 2024, an iGaming partner used PropellerAds to target Kazakhstan through a Telegram Mini App on Android and iOS. By incorporating visually appealing creatives, emojis, and clear CTAs like "2,000 Tokens as a welcome bonus!", the campaign achieved an impressive 9.863% CTR with a cost-per-click (CPC) of just $0.06. This effort resulted in $7,883.64 in revenue. Such high engagement early in the funnel sets the stage for better ROI later.

Impact on ROI and Profitability

A higher CTR doesn't just mean more clicks - it directly impacts your costs and profitability. For instance, between February 27 and March 23, 2025, a solo marketer used RichAds to promote the LeoVegas iGaming offer in the UK. By targeting premium Telegram Mini App traffic and using 10 creative variations emphasizing bonuses and fast payouts, the campaign generated 2.8 million impressions and 196,000 clicks, achieving a 7% CTR. With a total spend of $1,800, the campaign secured 129 registrations at a cost-per-conversion of $14. A strong CTR helps lower CPC, bringing in more qualified traffic and ultimately boosting profitability.

Usability for Telegram Outreach Campaigns

Telegram's chat-style interface requires content that feels natural within the platform. Use emojis, bold visuals, and concise copy that blends seamlessly into the chat feed. Telegram Mini Apps simplify the user journey by eliminating redirects, keeping users within the platform, which reduces friction and increases CTR. To maximize results, keep your funnel as short as possible - fewer steps mean less drop-off. And since most Telegram users are on mobile, ensure your content is fully optimized for smaller screens. CTR acts as the foundational metric for driving performance in your Telegram campaigns, influencing every subsequent stage of your funnel.

2. Conversion Rate to Registration (CR Reg)

Conversion Rate to Registration (CR Reg) tracks the percentage of visitors who click through to your Telegram channel or mini-app and complete the sign-up process. The formula is straightforward: (Registrations ÷ Visits) × 100. This metric helps evaluate how effective your landing page or mini-app is at turning curious visitors into registered players. It’s a key indicator of campaign performance and a stepping stone for later engagement.

Relevance to iGaming Performance

CR Reg acts as a filter, separating genuinely interested players from surface-level metrics like subscriber counts or channel joins. A typical benchmark hovers around 5%, meaning 50 registrations from 1,000 visits. However, Telegram often outperforms this standard. Thanks to its seamless user experience, lead generation bots on Telegram can achieve conversion rates between 20% and 40%, as users can sign up and start playing almost instantly - no redirects or app store delays.

"Telegram allows you to reach the subscription KPI in just 24 hours." - Konstantin Ulanov, iGaming Expert and Co-founder of UFFILIATES.me

This quick transition from click to registration - and even deposit - makes CR Reg a real-time barometer of campaign success. Considering the cost of acquiring a single player in Europe ranges from $217 to $326, poor conversion at this stage means wasted marketing dollars.

Impact on ROI and Profitability

Every registration plays a role in determining the success of later stages, like deposits and retention. Without precise tracking of CR Reg, it’s nearly impossible to measure the cost-efficiency of your acquisition strategy. Low conversion rates could point to an overly complicated sign-up form or a poorly designed user experience. Given the high costs of iGaming traffic, optimizing each step of the funnel is essential for maximizing returns.

One potential hurdle? Up to 25% of clicks in low-cost Telegram traffic might come from bots or script farms, which can distort your CR Reg data if not properly filtered. To combat this, use third-party tracking tools to weed out bot traffic, as Telegram’s native analytics often fall short in tracking user behavior after they join a channel.

Usability for Telegram Outreach Campaigns

Improving CR Reg starts with simplifying the sign-up process and refining your user interface to minimize drop-offs. Neutral, straightforward creatives tend to attract higher-quality registrations compared to overly aggressive promotions. Adding specific bonus details and using time-sensitive offers like "Bet NOW - only today!" can create urgency and encourage faster sign-ups. It’s also worth segmenting data by device, as iOS users generally move from registration to deposit more quickly than Android users.

3. First-Time Deposit Rate (FTD Rate)

After users register, the next big step is turning them into depositors. The FTD Rate measures the percentage of registered users who make a deposit, marking their transition from casual visitors to paying players. Unlike metrics like clicks or registrations - which can sometimes be skewed by bots - FTDs represent actual financial transactions logged in your system. This makes them a reliable way to guard against ad fraud.

Why FTD Rate Matters in iGaming

The FTD Rate is a key performance indicator for iGaming campaigns. For Telegram campaigns, the typical FTD rate falls between 1–2%. However, results can vary depending on the region. For example:

• CIS markets often see registration-to-deposit ratios of 7–9%.

• LATAM regions, especially with strong local brands, have exceeded 20%.

Telegram’s simplified user journey often enables deposits within an hour of the first click. When the funnel is optimized, high click-through rates (CTR) and registration numbers can lead to strong FTD conversions. Players who make an FTD are more likely to stay active and engaged over the first 30–90 days, making this metric a solid predictor of long-term player value.

How FTD Rate Impacts ROI and Profitability

In iGaming, Customer Acquisition Cost (CAC) - calculated by dividing your marketing spend by the number of FTDs - ranges from $280 to $1,400 per player. Monitoring FTDs helps pinpoint which Telegram campaigns, traffic sources, and creatives drive actual profits rather than just inflating subscriber numbers. Over-relying on vanity metrics like channel size can lead to wasted ad budgets.

Accurate FTD tracking is also vital for optimizing ad performance. Using postback tracking ensures precise deposit data, which smart bidding algorithms can leverage to calculate a more accurate Return on Ad Spend (ROAS).

Optimizing FTD Rate for Telegram Campaigns

Boosting the FTD Rate starts with minimizing friction in the payment process. Here are some proven tactics:

• Streamlined Funnels: Guide users from welcome messages to bonus offers, followed by daily reminders to encourage deposits.

• Urgency Triggers: Flash bonuses can create a sense of immediacy.

• Mini Apps: These can reduce drop-offs by keeping users within the platform instead of redirecting them externally.

• Personalization: Tailored interactions can increase engagement by 56%.

• 24/7 AI Support: Automated agents can address issues that might block deposits.

Tracking the "time-to-FTD" metric can help identify bottlenecks in the onboarding process. Additionally, segmenting users by geography is critical, as local preferences and brand loyalty significantly influence FTD behavior.

4. Cost Per First-Time Deposit (Cost Per FTD)

Cost Per First-Time Deposit (Cost Per FTD) is a key metric that measures how much it costs to acquire one paying player. Unlike vanity metrics such as clicks or registrations, this focuses on actual money deposited into your platform. In the iGaming industry, acquiring a single paying player can cost anywhere from $280 to $1,400, with mature markets like the UK or Germany seeing costs between $250 and $650 per player.

Relevance to iGaming Performance

This metric prioritizes real financial transactions over superficial data, offering a more accurate picture. With advertisers projected to lose around $63 billion to invalid traffic by 2026 - and bots consuming 25% to 40% of digital ad budgets in sectors like crypto and iGaming - tracking FTDs becomes even more critical. Since FTDs rely on internal financial data, they are far less susceptible to manipulation compared to metrics like clicks or impressions. This makes it easier to identify sources of low-quality traffic, such as bot farms, that fail to deliver any meaningful return.

"Focusing on FTD-based optimization aligns marketing spend with actual capital commitment, potentially reducing the waste associated with non-converting bot traffic."
– Matvii Diadkov, Founder, Bitmedia.IO

For a stable and profitable campaign, the industry aims for a 3:1 LTV:CAC ratio, while achieving a 5:1 Marketing ROI is considered an excellent outcome [21, 23]. Regularly analyzing Cost Per FTD alongside metrics like Acquisition Power Scores can uncover issues like unclear bonus offers, poor user experience, or ineffective ad creatives.

Impact on ROI and Profitability

Refining Cost Per FTD can significantly enhance profitability. For instance, in March 2025, a media buyer managing a campaign for Maria Gaming in Romania utilized Adsterra's managed accounts with a $3,000 monthly budget and a $72 CPA limit. By optimizing ad placements, pausing campaigns during low-conversion hours, and using custom bidding strategies, the campaign boosted monthly deposits from 42 to 93. This reduced the Cost Per FTD to $32.50, nearly doubling profits from $5,700 to $11,100. Modern algorithms now allow advertisers to bid based on user intent rather than just clicks, ensuring ad spend targets users more likely to deposit. Adjusting bids for low-converting placements helps capture delayed deposits at a lower cost.

Usability for Telegram Outreach Campaigns

Telegram stands out as a platform for tracking Cost Per FTD because of its speed. Results often come in under an hour, compared to hours or even days on platforms like Facebook or Google. CPA prices for deposit actions on Telegram Mini-Apps are highly competitive, starting at around $1 in CIS countries and ranging from $0.25 to $0.40 in regions like Indonesia or Vietnam.

To get the most out of Telegram campaigns, consider using tools like anti-bot filters (e.g., Adspect) or pre-landing scripts to weed out users with no engagement before they enter your funnel. Experiment with multiple creative strategies to discover what resonates best with your audience [15, 31]. Offering tiered affiliate commissions tied to deposit sizes can also incentivize partners to bring in higher-value players. Monitoring the FTD-to-registration ratio can help pinpoint where users might be dropping off during onboarding or payment.

5. Return on Ad Spend (ROAS)

Return on Ad Spend (ROAS) measures how much revenue is generated for every dollar spent on Telegram advertising. It’s a key metric for evaluating the profitability of your Telegram campaigns. Unlike metrics that focus on engagement or traffic, ROAS directly connects ad spending to player deposit revenue, making it clear which Telegram channels are driving the most valuable actions.

Relevance to iGaming Performance

For iGaming marketers, ROAS is an essential tool for identifying Telegram channels and admins that consistently drive high-value actions, such as first-time deposits or repeat gameplay. By providing granular tracking, it helps distinguish campaigns that simply generate clicks from those that actually convert players into paying customers. This level of insight is especially critical for CPA-goal pricing models, where smart bidding algorithms depend on precise conversion and revenue data to optimize traffic.

"Ad reporting in Telegram is a key element of any effective promo campaign." – Pavlo Shapka, CEO, T:ME Agency

Standardized tracking methods allow marketers to trace traffic from specific Telegram placements directly into their CRM or analytics tools. By integrating Telegram bots and outreach tools, you can pinpoint registrations and purchases back to their source, giving you a detailed view of which campaigns deliver the best results. This understanding of ROAS supports smarter budget decisions and helps scale successful campaigns effectively.

Impact on ROI and Profitability

Recent campaigns have shown that high-quality Telegram traffic can deliver strong ROAS by turning clicks into deposits. This metric is particularly valuable for deciding where to scale your ad spend. For example, it helps compare the performance of higher-cost Telegram Ads against more affordable direct outreach strategies. By identifying placements with the best revenue-to-spend ratios, you can cut spending on underperforming channels and reinvest in channels that consistently deliver results.

Usability for Telegram Outreach Campaigns

ROAS doesn’t just help optimize spending - it also guides campaign adjustments and long-term strategy. Telegram direct outreach, for instance, costs roughly $0.40 per conversation. Moving beyond surface-level metrics like subscriber counts to track join-source attribution and conversion events, such as first-time deposits, provides a more complete view of your campaign’s effectiveness. Regularly updating conversion and revenue metrics on a weekly basis helps spot new trends, while monitoring ROAS monthly ensures you stay on track for long-term profitability.

6. Retention Rates (D1, D7, D30)

Retention rates track the percentage of players who continue using your platform at specific time intervals - 1 day (D1), 7 days (D7), and 30 days (D30) after their initial interaction. These figures reveal whether your Telegram campaigns are bringing in players who stick around or just fleeting visitors who vanish after signing up.

Relevance to iGaming Performance

Retention is the backbone of success in iGaming. Initial engagement is important, but long-term retention truly determines the effectiveness of your campaigns. Did you know that just 2% of players are responsible for over 50% of total revenue?. This makes keeping players engaged far more valuable than chasing new sign-ups.

In the iGaming industry, a Day-1 retention rate of 40–45% is typical, with anything above 45% being outstanding. By Day 30, retention drops sharply to about 2.4% on average, highlighting how quickly players churn unless you actively work to keep them interested.

Analyzing retention intervals can help you identify where your campaigns shine or fall short. For example, a strong D1 retention but a steep drop by D7 might point to onboarding issues. And here’s a key insight: selling to an existing player is 5–6 times more likely to result in a transaction than acquiring a new one. Focusing on retention doesn’t just improve engagement - it directly boosts your bottom line.

Impact on ROI and Profitability

Retention directly ties into profitability by reducing acquisition costs and increasing long-term revenue. Since 55% of iGaming players leave a platform within their first year, even a small improvement in retention can create a significant revenue boost. Loyal players tend to bet more often, participate in higher-stakes games, and are more responsive to cross-selling and up-selling opportunities.

This creates a win-win scenario: retained players generate more revenue while costing less to maintain compared to constantly replacing churned users. Retention, therefore, isn’t just a metric - it’s a driver of sustainable growth.

Usability for Telegram Outreach Campaigns

Retention metrics go beyond surface-level stats like subscriber counts, offering a deeper look at campaign sustainability. For Telegram campaigns, retention tracking helps you focus on how users behave after subscribing. Features like action buttons - such as "Start Playing" or "Claim Bonus" - placed near the chat input can create instant, seamless access to your platform. Pair retention data with FTD (First-Time Depositor) and ROAS (Return on Ad Spend) metrics to get a well-rounded view of your campaign’s performance.

7. Lifetime Value (LTV)

Lifetime Value (LTV) measures the total revenue a player generates during their entire relationship with your platform. Unlike single-event metrics like first-time deposits, LTV gives a broader view of the financial impact each player brings, making it a powerful tool for assessing the success of Telegram campaigns. It helps separate loyal, high-value players from bonus hunters who engage briefly and then leave.

Relevance to iGaming Performance

In the iGaming industry, LTV is a key indicator of profitability. While initial conversions are important, the real focus lies in keeping players engaged over time. Retention and LTV go hand in hand - just a 5% reduction in churn can lead to a noticeable increase in lifetime value. Existing customers are also more likely to engage further, with a 60–70% chance of making additional purchases, compared to just 5–20% for new prospects. Companies that prioritize LTV in their strategies often see up to a 25% increase in ROI.

"Operators should carefully analyze and focus on improving the player LTV, as it is pretty much the revenue they will make per player. With LTVs in mind, Operators can plan ahead, invest in traffic with more predictability, and grow this."
– Sergey Ghazaryan, Head of the Casino Unit, GR8 Tech

This focus on long-term player value highlights the importance of tracking LTV for refining campaign strategies and maximizing revenue.

Impact on ROI and Profitability

LTV directly validates the cost of acquiring new players. For instance, the average monthly revenue per user (ARPU) for online casinos typically falls between $100 and $200. If your Cost Per First-Time Deposit (FTD) exceeds the revenue a player generates over their lifetime, it signals a loss for every acquisition.

Segmenting your Telegram audience by LTV potential is essential. For example:

• VIP players, who place large bets and stay engaged for extended periods, should receive personalized rewards and access to dedicated account managers.

• Casual users, who show inconsistent behavior, respond better to automated messages about new games or limited-time bonuses.

This type of segmentation ensures that resources are allocated efficiently, focusing on high-value players while still nurturing other segments.

Usability for Telegram Outreach Campaigns

Telegram’s direct messaging tools, often managed through a Telegram outreach tool, are perfect for boosting LTV. Features like sticky action buttons (e.g., "Start Playing" or "Claim Bonus") placed near the chat input can prompt repeat engagement. Tracking these interactions also helps identify players with VIP potential early on.

By combining LTV with other metrics such as retention rates (D1, D7, D30) and first-time deposit data, you can create a more detailed performance overview. This allows you to allocate more budget to Telegram channels that consistently attract high-LTV players and rethink your approach for channels that mainly bring in short-term bonus hunters.

How Enreach Improves Metric Tracking

Enreach simplifies the process of tracking key metrics like CTR, FTD Rate, ROAS, and LTV with its unified tracking and response system. By combining AI Sales Agents with automated Telegram messaging, the platform monitors and optimizes all seven key metrics in real time - removing the need for manual tracking. This seamless integration allows for quicker performance adjustments.

The AI Sales Agents respond instantly, sending targeted, behavior-driven messages. For example, they might offer personalized bonuses to re-engage inactive users, which helps improve retention rates on D1, D7, and D30 while lowering churn. Enreach's team of experts - spanning sales, data, and outbound specialists - customizes AI workflows and develops qualifying questions to enhance lead routing and conversion tracking.

The platform's effectiveness is evident in user results. Filipe at Lucky Bet reported an average cost of $3.50 per First-Time Deposit during their first year using Enreach's tools. This level of precision makes calculating metrics like Cost Per FTD and ROAS straightforward, enabling operators to focus their budgets on the most effective channels.

"Enreach makes it easy for our BD team to hit target consistently."
– Lorenzo, Head of BD

Enreach also segments performance data by player type, helping operators identify high-LTV players and uncover friction points in the user journey. This approach transforms raw data into actionable strategies, driving ROI improvements across the entire player lifecycle.

Conclusion

Keeping track of the right metrics can turn Telegram campaigns into a well-oiled, data-driven growth machine for iGaming operators. Without monitoring key indicators like CTR, first-time deposit rate, ROAS, retention, and LTV, you risk wasting resources on ineffective strategies and missing early signs of trouble.

Together, these seven metrics provide a full view of your campaign’s performance - from engagement (CTR) to conversion, retention, and profitability. For example, retention rates - especially when churn stays below 5% - offer valuable insight into the long-term stability of your player base. Meanwhile, ROI metrics confirm whether your investments are paying off.

Start by setting benchmarks and tracking these metrics consistently over a 30-day period to account for daily variations. Regular reviews - weekly, monthly, and quarterly - help you spot trends and address any issues. Testing one variable at a time ensures you get clear, actionable insights. And to make this process easier, automation is key.

Tools like Enreach simplify the process by monitoring all seven metrics in real time, eliminating the need for manual tracking and allowing for quick strategic adjustments. Enreach also enhances outreach efforts with AI Sales Agents and offers customized workflows to boost conversions.

"Enreach makes it easy for our BD team to hit target consistently."
– Lorenzo, Head of BD

FAQs

Which 3 metrics matter most for a new Telegram campaign?

The three essential metrics for any new Telegram campaign are engagement (like reactions and responses), reach (including impressions and views), and conversion rates (such as leads or actions taken). These indicators help you understand how effectively your campaign is resonating with your audience and achieving its goals.

How do I track deposits and ROAS from Telegram accurately?

To effectively monitor deposits and Return on Ad Spend (ROAS) from Telegram campaigns, start by setting specific, measurable goals. Use tools that work seamlessly with Telegram to streamline tracking efforts. Incorporate tracking links or unique codes in your messages to directly connect deposits to specific campaigns.

Make it a habit to review essential metrics like engagement levels, response rates, and deposit actions through analytics tools. Leveraging automation and maintaining precise tracking will help fine-tune your campaigns for better financial outcomes.

What benchmarks should I use for CTR, CR Reg, and FTD rate?

When running iGaming campaigns on Telegram, benchmark rates can differ depending on your objectives and the formats you use. As a general guideline, you should aim for a click-through rate (CTR) of 2–5%, a registration conversion rate (CR Reg) between 20–30%, and a first-time depositor (FTD) rate that aligns with the quality of your traffic and how well your campaign is optimized. While these numbers offer a good starting point, it's essential to adjust expectations based on the unique performance metrics and behavior of your audience.

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• Telegram Outreach for iGaming Marketers