Compare Telegram Ads periods without misleading totals

A higher spend total can mean a longer report, not a more active campaign. Adtally compares the selected period with a previous period of equal length, aligns the series by day and shows the change for each metric. Use the overview to see the account, then narrow the sample in Analysis.

Compare like with like

Set the account, currency, objective and filters before reading a change. Keep the same selection in both periods. When an ad fails to load, its statistics are excluded from both sides; a smaller sample should not silently become a claim about the whole account.

For seven complete days ending on 3 October, compare 27 September–3 October with 20–26 September. Both ranges have seven days. All dates use UTC, as in Telegram Ads; your local midnight may fall inside a UTC reporting day.

Separate change in volume from change in efficiency

For a nonzero baseline, relative change is (current − previous) / previous × 100%. Spending 120 EUR instead of 100 EUR is a 20% increase. That says nothing about profitability on its own.

If actions rise from 20 to 30 with the same objective, CPA changes from 5 EUR to 4 EUR: a 20% decrease. Read spend, actions and CPA together. For CTR, distinguish percentage points from relative change: 1% to 1.5% is +0.5 percentage points and +50% relative.

A zero baseline does not support a finite percentage change. Unknown data does not support one either. Review metric denominators before treating a dash as a flat result.

Exclude today when you need complete days

Today’s statistics are still updating. Use the control to exclude today when comparing daily results. A partially observed day can depress actions or impressions and make the recent period appear worse.

Hourly and five-minute detail is available for periods up to three days. A finer chart does not create more evidence: check the complete-day totals before reacting to a short dip. The missing-data guide explains the difference between a gap and a measured zero.

Make a decision you can recheck

Look for a change across the series, not only the final percentage. Consider budget, ad status and sample changes as possible explanations. Period comparison describes what changed; it does not establish a cause or promise the trend will continue.

Recommendations add rule-specific evidence and a recheck date. Record your own change, make it in Telegram Ads, and return to the same view after another complete reporting window.