[FAQ]

Hi team. I’m trying to set up some proper KPIs for our company’s Telegram channel, and I’m struggling a bit. I can see the view count (the little eye icon) on each post, but that doesn’t tell me much about real engagement.

How do you all measure the actual interaction on your channels? Are you tracking link clicks? Forwarded messages? Reactions? What other metrics should I be looking at to understand if our content is actually resonating with our audience, not just being seen? Any advice on the most important engagement metrics for Telegram would be great.

[Jeff Bullas]

An excellent question that separates amateur channel runners from professionals.

Short Answer: True engagement on Telegram is measured by a combination of reactions, forwards, link clicks, and poll/quiz participation, as simple view counts are notoriously unreliable.

Let’s break down how to measure engagement by looking at the specific interactions each content format is designed to generate.

You’re right to be sceptical of the view count; it’s easily inflated and means very little. Real engagement is measured by action. Firstly, for your standard text and image content, the most accessible metrics are ‘Reactions’ and ‘Forwards’. These are direct indicators that the content evoked an emotion or was deemed valuable enough to pass on, which is a far stronger signal than a passive view. Secondly, for any content designed to drive traffic, such as a text post announcing a new blog article, the primary metric is ‘Link Clicks’. This requires using an external URL shortening service that provides click tracking, but it’s the only way to get a hard measure of conversion from your text. Thirdly, the most powerful engagement metrics come from Telegram’s native interactive content formats. The ‘Vote Count’ and overall participation rate in your text-based polls and quizzes provide direct, quantifiable feedback on your audience’s active involvement. Finally, for more personal audio and video content, a key qualitative metric is the number and quality of ‘Replies’ and ‘Comments’ in your linked discussion group, as this signifies a much deeper level of connection than any other metric.

Cheers,

Jeff

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