The proposed method for evaluating Telegram channels involves a three-part analysis: verifying data consistency, assessing audience relevance to the product, and calculating the economics of the placement. This approach helps advertisers distinguish between channels that require further investigation and those suitable for testing with a small budget.
For manual analysis, it is recommended to examine the last 20–30 standard posts, comparing their 24-hour reach. Using the median instead of the average is advised to mitigate the impact of viral posts or external mentions. Analysts should document the source of growth, such as mentions or ad campaigns, and note any discrepancies in audience engagement.
When using Telegram Ads, the channel size provides a hypothesis, but final performance metrics must be tracked within the advertising dashboard. The author emphasizes that direct post pricing should not be applied to Telegram Ads, as these are distinct purchasing methods. Success criteria should be defined before the test begins.
The final report should include the rationale for the decision, whether it is to proceed with a limited test, delay the placement, or reject the channel. This structured documentation helps reduce uncertainty and allows other specialists to understand the basis for the advertising strategy.
