Telegram Ads Glossary

Telegram Ads

Telegram Ads is the advertising platform inside Telegram.

Available placements, funding and targeting settings depend on the account and product. Review the current interface and Telegram advertising rules before planning a campaign.

Euro Cabinet

A Euro cabinet is a Telegram Ads account with an advertising balance denominated in EUR.

Adsly arranges accounts through an EU partner entity. The initial amount combines advertising balance and service commission. Floors differ by niche: regular niches, Forex, crypto and stocks EUR 500, and full-bundle niches EUR 5,000 + 30% commission. Official gambling starts at EUR 25,000 + 25% commission. Every new Euro account is a World account: it can advertise in every available country, and the countries are chosen for each campaign. Review the current quote table, project scope and scheduled date before payment.

TON Cabinet

A TON cabinet is a Telegram Ads account funded in TON cryptocurrency.

It is the self-service account at ads.telegram.org, topped up in TON (now called Gram). Its ads lead only to Telegram destinations — a channel, a bot or a mini app — moderation is fully automated, and TON-funded ads are not served in Russia and Ukraine. Since Telegram's 2026 update the rest of the targeting is the same as on Euro. Adsly opens Euro accounts instead: any website as the destination, Russia and Ukraine alongside every other available country, a direct line to Telegram moderation and the official Telegram Ads gambling account, open in 48 hours from EUR 650. TON cabinets that clients already have keep working in Adsly Pro Panel.

Stars Cabinet

A Stars cabinet refers to an advertising account using Telegram Stars as its funding unit.

Funding units, account access and available targeting settings should be checked in the account interface. The funding currency alone does not establish which audiences an advertiser can reach.

CPM (Cost Per Mille)

CPM is advertising spend divided by impressions, multiplied by 1,000.

For example, EUR 100 spent on 50,000 impressions gives a CPM of EUR 2. This is arithmetic, not a Telegram market benchmark. Compare the same currency, reporting period and placement when evaluating campaigns.

CTR (Click-Through Rate)

CTR is clicks divided by impressions, multiplied by 100%.

For example, 50 clicks from 10,000 impressions gives 0.5% CTR. CTR measures interaction with an ad; it does not establish registrations, deposits or profitability.

CPA (Cost Per Action)

CPA is the included advertising cost divided by the number of a defined conversion event.

State whether the event is a registration, first deposit or purchase, and whether service commission is included in cost. Platform actions should not be relabelled as verified deposits without matching advertiser-side records.

ROAS (Return On Ad Spend)

ROAS is attributed revenue divided by advertising spend.

ROAS of 3 means three units of attributed revenue per unit of advertising spend. It is not profit: margin, commissions, payment costs and other operating expenses still matter. Use an explicit attribution window and reconciled revenue records.

Bidding

Bidding is setting the amount an advertiser is willing to pay for advertising delivery.

Telegram Ads campaigns use CPM settings. Available controls and delivery constraints should be checked in the account. A higher bid alone does not guarantee a particular volume or profitable conversions.

Automation Rules

Automation rules apply an action when a configured condition is met.

For example, an advertiser might pause a campaign after a spend threshold. Available metrics, execution frequency and actions depend on the current panel configuration; verify them before relying on unattended operations.

AI Recreate

AI Recreate assists with drafting a revised version of an ad.

A suggested rewrite requires human review for accuracy and the applicable advertising rules. Rewriting does not grant permission to advertise a prohibited product and does not guarantee approval.

KYC (Know Your Customer)

KYC means identity checks that may involve personal or business documents.

An Adsly-arranged Euro cabinet does not require the customer to establish their own EU entity for that step. Project review and any documents or licences required for operating and advertising the business remain separate; confirm the order requirements.

Reseller Commission

A reseller commission is the service fee charged separately from the advertising balance.

Adsly publishes initial quote examples by niche. The commission is the same in every country and does not depend on order size. The order confirms the amount, conversion and optional management costs before payment.

World Account

A World account is a Euro account that can advertise in every available country except Russia and Ukraine.

A new Adsly Euro account opens as World. Its coverage is the current country and territory dictionary except Russia and Ukraine — Europe, the UK, the US and the rest — and the countries are chosen for each campaign. Russia and Ukraine open as separate Euro accounts at the same price, from the same order form. Country availability does not establish approval for every product. Consult the current coverage list and project-specific quote.

Moderation

Moderation is the advertising platform review of an ad and its destination.

Account preparation and advertising approval are separate steps. Telegram publishes rules for content and destinations; a commercial account offer does not establish a general exception to those rules.

Pro Panel

Adsly Pro Panel is an interface for managing connected Telegram Ads accounts and campaigns.

It provides campaign operations, reporting and automation. Pro Panel access is included with Adsly Euro cabinets; standalone subscriptions and ongoing managed services are separate offers. Check the relevant product page for current scope.

White-Label

White-label is running the Adsly Pro Panel under your own brand: your domain, your logo, your colors.

Adsly's white-label option lets agencies and SaaS providers ship a branded Telegram Ads panel without building one. Custom subdomain, logo, color palette, and email templates. Pricing is discussed individually based on team size and cabinet volume.

Managed Service

Managed service means commissioning a team to operate advertising campaigns.

Confirm the work included, recurring management fee, reporting and responsibilities before payment. Advertising balance and account service commission are separate from ongoing campaign management.

Cold-start Velocity

Cold-start velocity is an informal description of how quickly a new campaign gathers useful evidence.

There is no universal number of days to stable profitability. Test volume, conversion delay, creative quality and measurement reliability determine when a useful decision can be made.

Subscriber Audience

A subscriber audience is an audience defined by subscriptions to channels or other content.

Check which audience settings the account supports. A topical subscription can help describe interests but does not prove purchase intent or customer value.

iGaming

iGaming refers to online gambling products, including casino games, sports betting and poker.

Separate the operator, affiliate, advertising buyer and software supplier when describing a project. The product, player market and advertising format need individual review. Telegram published advertising rules prohibit promotion of real-money gambling; an Adsly account offer is not proof of a general platform exception.

GGR (Gross Gaming Revenue)

GGR is stakes minus winnings paid to players for a stated period.

It is not deposits or profit. When evaluating acquisition, reconcile player activity and costs in the operator reporting system. Revenue-share definitions depend on the specific contract.

NGR (Net Gaming Revenue)

NGR is gaming revenue after deductions specified by the operator or contract.

Definitions differ: bonuses, taxes, payment costs and other deductions may apply. Agree the precise calculation before comparing affiliate revenue, campaign costs or expected customer value.

FTD (First-Time Deposit)

FTD means the first qualifying deposit by a player or customer.

Define qualification, attribution and deduplication with the advertiser. A click, bot start or platform action is not a verified FTD. The published Adsly campaign portfolios report platform actions and do not establish first-deposit counts.

Cloaking

Cloaking is presenting different content to reviewers or crawlers and ordinary visitors to conceal the actual destination.

Telegram advertising rules prohibit concealing or replacing destination content to evade review. Do not describe cloaking as an approval guarantee or as evidence that a product is permitted.

Full-bundle Niche

Full-bundle is the Adsly commercial grouping for gambling, adult, nutra and binary options.

The initial example is EUR 5,000 advertising balance + 30% service commission, before conversion and optional services. The account opens in 48 hours from payment. Confirm the project scope and scheduled date in the order.

Restricted Category

A restricted category is a product category subject to additional rules; a prohibited category cannot be assumed to be allowed after review.

Use the advertising platform rules for the specific product and format. Telegram published rules prohibit real-money gambling promotion. A commercial launch-format name, available country or accepted payment is not proof that a specific ad has platform approval.

All terms