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Telegram Ads recommendations: CPA, CTR and budgets
· 2 min read
A recommendation should explain which ad needs attention and why. In Adtally, “What to do now” groups rules, shows money per day at stake and gives a recheck date. It is a reading aid, not an automatic campaign manager: changes are made in Telegram Ads.
Set the objective’s target CPA
Open Analysis and set a target CPA for the objective you are investigating. Different objectives need their own targets. Without a target, the comparison uses the average CPA of that objective rather than mixing channel joins with bot starts.
Use a target that reflects your own economics. The dashboard has no revenue or margin data and cannot decide whether an action is profitable. See how CPA is calculated.
Read the evidence, not only the headline
CPA conclusions require at least 90% model probability. Actions per unit of spend are modelled as a Poisson rate; the rules compare an ad with its own history or its objective’s target. That probability is evidence within the model, not a guaranteed chance of success after changing the ad.
There are at most two recommendations per ad, with risks first. Too little evidence means the service should not make a confident claim. A ratio based on a few actions can move sharply after one additional action.
What the rules watch
- Spend without actions and CPA above or below the target.
- CPA growth over the recent three-day window.
- Observed CTR decline: a one-sided statistical test with steady impressions; creative, audience and seasonality are possible explanations.
- Actions that stopped yesterday or almost no impressions on an active ad.
- A daily limit restricting an ad with good CPA, or an ad budget close to running out.
These are different problems. A delivery warning is not the same as an expensive action. A falling CTR is not proof that the creative caused every change in results.
An example of careful prioritisation
Suppose an ad spends 20 EUR per day, while your target is 4 EUR per action. Three actions today would give an observed CPA of about 6.67 EUR. That one day’s ratio alone is not a reason to pause the ad: today may be incomplete and the sample is small.
Check complete statistics, read the stated rule and compare equal periods. The money-at-stake figure helps prioritise review; it is not promised savings.
Change one thing and return
Open the ad card, inspect the text, link, budget and current targeting. Make a deliberate change in Telegram Ads, note the date and revisit at the suggested recheck time. Recommendations do not create, edit, pause or fund ads, and they do not replace your decision.