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Telegram Ads video: opens, cost and results
· 2 min read
CTR alone is not enough for video. In Adtally, a video ad card shows opens, their share of impressions and cost per open for the selected period. These describe interaction with the video but do not replace the final action.
Open the ad and check the context
Select a video creative in Ads. Check the account, currency, dates and conversion goal. Media loads when you request it; your browser contacts the external source hosting the file.
The card also shows available button, website, conversion event, frequency and schedule details. A schedule’s timezone can differ from the UTC statistics timezone. Current settings do not describe every historical impression.
Read three measures together
| Measure | Calculation |
|---|---|
| Opens | The opens counter supplied in statistics |
| Open rate | Opens ÷ impressions × 100% |
| Cost per open | Spending ÷ opens |
A fictional example: 20,000 impressions, 800 opens and 160 EUR spent produce a 4% open rate and a 0.20 EUR cost per open. If the ad records 16 actions of one goal, CPA is 10 EUR. Cost per open and CPA answer different questions.
An open does not mean a completed view, subscription or purchase. These measures do not provide watch duration or completion rate. See the metrics guide for CTR and CPA definitions.
Preserve unknown values
With zero impressions, open rate is undefined. With zero opens, cost per open is undefined. If a counter is missing, do not turn a dash into zero.
Check gaps and whether the day is complete before comparing. Finer chart granularity does not fill missing observations.
Compare results as well as interest
Compare video creatives with the same goal over equal periods. Look at impressions, opens, clicks, spending and actions together.
If cost per open falls while CPA rises, one interaction becomes cheaper while the final action becomes more expensive. Check text, destination and the conversion event; an explanation remains a hypothesis until examined separately.
Record the video replacement and expected outcome in the journal. Make the edit in Telegram Ads and evaluate complete before-and-after windows. The comparison alone does not establish that the video caused the change.