Glossary of advertising in Telegram channels

The definitions come in four groups: the campaign, the channel, prices and money, clicks and numbers. Where a word has its own article, it links to it.

The campaign

• Campaign: your ad together with its budget, categories and languages. You set it up in three steps, shown in the step-by-step guide.
• Ad: the post the bot publishes in the channel: text, an image or a video if you want one, and a button. Writing one has its own article.
• Button: the clickable part of the ad, carrying the advertiser's link. A click on it is what KnockAds counts as valid.
• Category: the topic of a channel, picked from 42. You start from a suggestion and the channel owner confirms it.
• Channel language: the language the channel's content is written in, chosen separately from the app's interface language.
• Pair: a category plus a language. Each pair has its own minimum price.
• Targeting: how you choose where the ad appears. On KnockAds that means category and language; the guide shows how.

The channel

• Channel: the Telegram channel you connect to KnockAds. Each channel is registered once; here is how to connect it.
• Channel owner: whoever hosts ads in their own channel. The app calls this role “publisher”.
• Bot: the KnockAds program that administers the channel, publishes the ads and takes them down.
• Mini App: the KnockAds app inside Telegram. It is the same application as the website and uses the same account.
• Slot: an hour in which the channel accepts ads. You choose the calendar, as slots and approval describes.
• Approval: the option to see every ad before it runs in the channel and either publish or reject it. You turn it on if you want it.

Prices and money

• Cost per click (CPC): what each valid click costs. Valid clicks are the only thing you pay for.
• Suggested CPC: the click price the app proposes for each pair when you create the campaign.
• Minimum price: the lowest price per click for a pair. It differs from pair to pair, as the article on the minimum price explains.
• Budget: the spending ceiling of a campaign, in whole euros. When it runs out the campaign closes and what is left goes back to the balance.
• Wallet: the part of the app with the two balances: the one for campaigns, which you top up, and the channel profit, which you withdraw.
• Top-up: a payment into the balance for campaigns, by card or PayPal, in euros.
• Withdrawal: a request to collect the channel profit by PayPal or bank transfer. Top-ups and withdrawals has the details.

Clicks and numbers

• Valid click: a click on the button that passed the filters for known bots, previews, duplicates and second clicks in quick succession. These are the clicks you pay for.
• Tracked link: the KnockAds link the button points to. It records the click, then takes the reader to the advertiser's page.
• Link preview: the image or summary some apps generate when a link is shared. The filters leave it out of the valid clicks.
• Average cost per click: what a campaign spent, divided by its valid clicks.
• UTM parameters: labels you add to a link so your analytics tool can tell where a visit came from. The KnockAds report measures the click on the button; to follow what happens after it, you need UTMs.