Paid Ads & TG Customer Acquisition Funnel: Connect Ad Creatives, UTM, and Bot /start Conversion via Diversion Links

You run a campaign on Google Ads, users click through to your website, fill out a form, and then… nothing. Or, users see a Telegram Bot link on your site, manually copy and paste it into Telegram, and type /start again. In this process, every step causes drop-offs, and attribution becomes even harder.

If you’re a team relying on Telegram Bot for customer inquiries (e.g., cross-border e-commerce, Web3 projects, international service providers), you’ll notice several clear shortcomings in the traditional ad funnel for TG customer acquisition: first, the path from ad click to Bot conversation is too long, with each extra hop increasing drop-off; second, it’s difficult to determine which ad creative or channel a customer conversation came from, leaving attribution largely to guesswork.

This article provides a step-by-step guide to building a complete conversion funnel: “Ad Creative → Landing Page → Diversion Link → Bot /start → Human Agent.” You can use this method to track UTM parameters, automatically assign agents, and ultimately evaluate the ROI of each ad.

Why Paid Ads Need a TG Customer Acquisition Funnel?

Let’s first look at a common comparison scenario:

Traditional Ad Funnel	Optimized TG Customer Acquisition Funnel
Ad → Website → Fill Form → Wait for Callback	Ad → Landing Page → Diversion Link → Bot /start → Real-time Agent Reply
Attribution: Relies on users manually filling in “How did you hear about us?”	Attribution: Diversion link automatically captures UTM, IP, browser info
Engagement: Users wait, potential drop-off	Engagement: Session routing rules ensure instant response
Conversion Rate: Typically lower	Conversion Rate: Shorter path, real-time interaction, higher conversion

Core Pain Point: In the traditional funnel, the journey from ad click to agent connection involves multiple steps: “website load → form fill → wait for reply.” In the Telegram ecosystem, users expect instant feedback; if they wait more than 30 seconds, they might close the page. The value of the TG customer acquisition funnel lies in compressing the path from ad click to Bot conversation to the extreme, while achieving precise attribution through UTM parameters.

Step 1: Design Trackable Ad Creatives and Landing Pages

Before configuring any tools, you need to prepare ad creatives and landing pages. This step determines the accuracy of subsequent attribution.

UTM Parameter Configuration Essentials (utm_source / utm_medium / utm_campaign)

UTM parameters are the foundation of ad attribution. Each ad channel, creative, and campaign should use a unique UTM combination.

Recommended UTM Parameter Template:

Parameter	Example Value	Description
utm_source	google, facebook, twitter	Ad platform
utm_medium	cpc, social, email	Ad format
utm_campaign	summer_sale_2025, web3_launch	Campaign name
utm_content	banner_v1, video_ad	Creative version, for A/B testing

Configuration Example: Suppose you run a “Summer Sale” ad on Google Ads. The landing page URL can be constructed as:

https://your-landing-page.com/?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale_2025&utm_content=banner_v1

Notes:

• Consistent casing: Use all lowercase (utm_source=google instead of utm_source=Google) to avoid case-sensitive attribution bias.
• No spaces or special characters; use underscores or hyphens (e.g., summer_sale_2025).
• Keep utm_content unique for each ad creative to facilitate comparison.

Landing Page Core Elements: CTA Button and Diversion Link Embedding

Landing pages don’t need to be complex; their core task is simple: get users to click the CTA button and jump to your Telegram Bot.

Landing Page Design Tips:

• Minimalist page: One main image + one core selling point + one CTA button. Avoid extra links or navigation bars to prevent distraction.
• Direct CTA button copy: Use text like “Inquire Now,” “Contact Support,” or “Join Community” that clearly points to the Telegram Bot, rather than vague “Learn More.”
• Button links to diversion link: Use the TG-Staff diversion link (explained in the next section) as the CTA button’s target. Note: Do not use the Bot’s t.me link directly, because the diversion link captures UTM parameters, while t.me links cannot.

Example Landing Page Structure:

[主标题] 24小时在线客服，随时解答您的疑问
[副标题] 点击下方按钮，立即与我们的客服团队对话
[CTA 按钮] 开始咨询 → [跳转至 TG-Staff 分流链接]
[底部] 隐私声明 | 服务条款

Step 2: Configure TG-Staff Diversion Link

The diversion link is the core hub of this funnel. It captures user environment information (IP, browser, UTM parameters) and seamlessly redirects users to your Telegram Bot.

Create a Diversion Link and Bind It to a Bot Project

In the TG-Staff console (https://app.tg-staff.com/), follow these steps:

1. Log in and enter your project (one Bot corresponds to one project).
2. Find “Diversion Link” in the left menu.
3. Click “Create Diversion Link”:
   • Name: For internal identification, e.g., “Google Ads Summer Sale.”
   • Bind Bot Project: Select the Bot that will handle the traffic.
   • Advanced Options: You can set custom parameters after redirect (optional).
4. After creation, you will get a short link like https://app.tg-staff.com/abc123.

Key Point: This short link is under the TG-Staff official domain. When users click it, they automatically jump to your bound Telegram Bot and trigger the /start command. No additional configuration on the Bot side is needed.

How the Diversion Link Automatically Captures UTM and User Environment Info

When a user clicks the diversion link, TG-Staff records the following:

• User IP address: Roughly determines the user’s region.
• Browser info: OS, browser type, device model.
• URL parameters: All UTM parameters appended to the link (utm_source, utm_medium, utm_campaign, etc.).

Capture Method: Simply append UTM parameters to the end of the diversion link. For example:

https://app.tg-staff.com/abc123?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale

When the user clicks, the system automatically captures these parameters and displays them in subsequent session records. You can view this information in the session details page on TG-Staff.

Step 3: Design /start Conversion FAQ Flow in the Bot

After the user jumps to the Bot, the first thing they see is the reply to the /start command. The quality of this reply directly affects whether the user is willing to continue the conversation.

Example Flow: Welcome Message → FAQ → Transfer to Human Agent

Using TG-Staff’s “Visual Command Flow” editor (drag-and-drop, no code), you can design a multi-step flow for the /start command:

graph TD
    A[用户发送 /start] --> B[欢迎语 + 菜单]
    B --> C{用户选择}
    C --> D[查看常见问题 FAQ]
    C --> E[转人工坐席]
    C --> F[查看产品介绍]
    D --> G[展示 FAQ 列表]
    G --> H[用户点击“转人工”]
    H --> E
    E --> I[进入会话队列，坐席接手]

Implementation Suggestions:

• Welcome message: Short, direct, including brand name and core value. For example: “Welcome to XX Customer Center! I’m your smart assistant. How can I help you?”
• Button menu: Use Telegram Inline Keyboard to provide 2-3 options, such as “FAQ,” “Contact Human Agent,” “View Products.”
• FAQ content: Compile 5-10 most frequently asked questions, presented in short card format. After reading the FAQ, users can click the “Transfer to Agent” button.
• Transfer trigger: When the user selects “Transfer to Agent,” the flow ends, and the session enters the agent queue in TG-Staff for an agent to take over.

How to Pass UTM Information to Agents for First Conversation

UTM parameters captured by the diversion link can be passed to agents. In TG-Staff’s session interface, agents can see the user’s source info (e.g., “From Google Ads Summer Sale campaign”), helping them make the first reply more targeted.

Best Practices:

• When an agent sees a user from a “Summer Sale” ad, they can proactively ask: “Hello! I see you came via our Summer Sale campaign. Which promotional product are you interested in?”
• If users come from different channels (e.g., Facebook vs. Google), agents can use different opening lines to increase personalization.

Step 4: Use Session Routing Rules to Handle Ad Traffic Peaks

After ad launch, traffic may flood in during certain time windows. If you have only 1-2 agents, you need proper routing rules to prevent long wait times.

Configure Routing Rules

In the TG-Staff console under project settings, you can configure two routing modes:

• Round-robin (default): Distributes new sessions sequentially to agents with permission. Suitable for fixed agent counts and even traffic.
• Online-first: Prioritizes online agents. If all agents are offline, falls back to round-robin. Suitable for teams with variable schedules.

Operational Tips:

• If ad delivery times are fixed (e.g., daily 10:00-12:00), ensure enough agents are online before the ad starts and enable “Online-first” mode.
• If your team has multiple projects (multiple Bots), you can configure routing rules and agent permissions (specific agents vs. all agents) for each project to avoid unattended sessions.

Notes: Routing rules only affect new incoming sessions. Existing sessions are unaffected. If an agent goes offline, assigned sessions remain in “Waiting” status until the agent comes back online or is manually transferred.

Step 5: Attribution Analysis and Data Review

After the ad campaign ends, you need to answer two questions: Which channel has the highest conversion rate? Which creative has the best ROI?

Extract Attribution Data from Session Records

In TG-Staff’s session records, you can view source information for each session:

• Session details page: Shows UTM parameters, user IP, browser info captured by the diversion link.
• Data export: Some plans support exporting session records with UTM fields, allowing further analysis in Excel or BI tools.

Attribution Analysis Steps:

1. Export data: Export session records from TG-Staff as a CSV file.
2. Group by UTM parameters: In Excel, group by utm_source or utm_campaign fields to count sessions per channel/campaign.
3. Calculate conversion rate: Combine session data from TG-Staff with ad platform data (e.g., Google Ads clicks):

   转化率 = (TG-Staff 会话数) ÷ (广告点击次数) × 100%

4. Compare creatives: Group by utm_content to compare session conversion rates across creatives and identify the best performers.

Notes: Attribution analysis should exclude organic traffic (non-ad sources). It’s recommended to create separate diversion links for each ad campaign to distinguish them. Non-ad traffic (e.g., social media posts) can use different diversion links to avoid data mixing.

Frequently Asked Questions

Q: Can diversion links be used for non-paid ad scenarios, like social media posts? A: Yes. Diversion links are essentially short links suitable for any scenario where you need to direct users to a Bot and capture source information, including social media posts, email marketing, QR code scans, etc. Simply create different diversion links for different scenarios to distinguish sources.

Q: Do UTM parameters have to be added manually? Can TG-Staff auto-generate links with UTM? A: Currently, UTM parameters need to be manually configured on the landing page or in the ad platform. You can use the full URL with UTM as the diversion link’s target, or simply append UTM parameters to the end of the diversion link (e.g., https://app.tg-staff.com/abc?utm_source=google&utm_medium=cpc), and the system will automatically capture them.

Q: If users skip the landing page and directly click the Bot link, can attribution still work? A: Attribution accuracy will decrease. It’s recommended to direct all paid traffic to a landing page with UTM parameters first, then have the landing page’s CTA button jump to the diversion link. This ensures parameters are fully captured. If users directly click a t.me link, the system cannot capture source information.

Q: Will the diversion link’s redirect speed affect ad conversion rates? A: The diversion link is a short link under the TG-Staff official domain. The redirect process is very fast, and its impact on user experience and conversion rates is negligible. You can test the redirect experience before launch; it typically completes within 1-2 seconds.

Q: I only have the Standard plan. Can I use diversion links and session routing features? A: Yes. Diversion links are available from the Standard plan and above; session routing is a basic feature supported by all plans, including default round-robin and online-first modes. For specific plan features, refer to the official website (https://tg-staff.com/).

Summary and Next Steps

Building a complete TG customer acquisition ad funnel can be summarized in core steps:

1. Ad creatives: Configure unique UTM parameters for each channel and creative.
2. Landing page: Design a minimalist landing page with a CTA button pointing to the diversion link.
3. Diversion link: Create a diversion link in TG-Staff to automatically capture UTM and environment info.
4. Bot /start flow: Use the visual editor to design welcome messages, FAQ, and transfer-to-agent flow.
5. Session routing: Configure “Online-first” or “Round-robin” rules to handle traffic peaks.
6. Attribution review: Extract UTM data from session records to compare channel and creative conversion rates.

Act Now:

• Sign up for a free 3-day trial of TG-Staff: https://app.tg-staff.com/
• Check the diversion link configuration documentation: https://docs.tg-staff.com/
• Contact the customer service Bot: @tgstaff_robot

This method is suitable for teams relying on Telegram customer service, such as cross-border e-commerce, Web3 projects, and international services. If you’re already running ads but struggling with attribution, start this week by configuring diversion links for your next ad campaign—you’ll see the clarity that data brings.