VPN is one of the most natural verticals for Telegram Mini Apps traffic: the user is already on a phone, already values private messaging, and can complete the entire funnel — bot start, trial, paid subscription — without leaving Telegram. Here are two real Adexium cases from this vertical: one about finding the right message, and one where the proof of quality came from the client’s own analytics, not our dashboard.
Mini-case 1: three angles, one offer — an 8.09% CR winner
A VPN advertiser ran the same product on Adexium TMA inventory with three different messaging angles as separate campaigns:
- Broad — general privacy/access pitch, wide audience;
- Work & content — “access the content and tools you need”;
- Power users — a pitch aimed at tech-savvy “specialist” users.
All three tracked subscriptions via postback. Here’s the full account, including a later relaunch (more on that below):
The original test, at a $1.7 CPM:
| Angle | Impressions | CTR | Conversions | CR | CPA |
|---|---|---|---|---|---|
| Broad | 35,813 | 10.56% | 306 | 8.09% | $0.20 |
| Work & content | 27,825 | 8.83% | 147 | 5.98% | $0.32 |
| Power users | 30,911 | 8.97% | 82 | 2.96% | $0.64 |
Two things worth staring at:
- CTR was useless as a ranking signal. All three angles clicked within a 1.7-point band (8.8–10.6%) — TMA users click generously. But conversion rate spread 2.7x, from 2.96% to 8.09%. Without postbacks, this test would have concluded “everything works the same.”
- The broad angle won, which surprises people who expect narrow targeting to always win. In TMA, the inventory itself is the filter — users inside Mini Apps skew mobile-first and payment-enabled — so the widest message captured the most of an already-qualified audience.
Across the whole account the numbers came to 240,875 impressions, 22,298 clicks (9.26% CTR), 587 subscriptions at a $0.77 blended CPA.
The honest footnote: the relaunch flopped
Months later the same three angles were relaunched (“New” rows in the screenshot) at a slightly higher $2 CPM — and converted at $4.60–8.72 CPA, with CR collapsing from 8% to under 0.6%. Same offer, same angles, same format. The reachable audience pool had rotated, and the old creatives had been seen. The lesson isn’t “the format stopped working” — it’s that a winning angle is a snapshot, not an annuity: re-validate winners with small budgets after every pause instead of scaling them on memory.
Mini-case 2: the proof that matters — the client’s own dashboard
Dashboard CPAs are our numbers. The stronger evidence is what the advertiser sees on their side. A different VPN client tagged each Adexium campaign with its own source parameter and pulled this from their internal analytics:
784 users arrived from Adexium-tagged sources, and one TMA campaign alone brought 303 users generating 4,571 in subscription turnover (≈46 TON) — real revenue in the client’s books, not a proxy metric. The second campaign’s 255 users produced no revenue in the same window, and that contrast is exactly why per-campaign source tags matter: the client could scale the paying source and rework the other based on their own money data, with zero attribution arguments.
Context: what VPN campaigns look like in TMA overall
The same buyer’s account history across several VPN products shows the format’s typical click behavior — TMA campaigns clicking between 7.5% and 20.5% CTR (names blurred):
Note the one iMe Messenger row at 0.14% CTR: for VPN offers, where the funnel lives inside Telegram bots, Mini Apps placements dramatically out-click messenger-feed placements. Format-vertical fit is real.
Takeaways
- In TMA, test angles, not just creatives — and judge them on CR. CTR differences were noise (8.8–10.6%); CR differences were the whole game (2.96–8.09%).
- Broad messaging can beat narrow targeting when the placement itself pre-qualifies the audience.
- Winners expire. The $0.20 angle came back at $4.60 after a pause. Re-validate before you re-scale.
- Give every campaign its own source tag so the client can verify revenue in their own analytics — the only attribution nobody disputes.
VPN offers run on Adexium’s Telegram Mini Apps inventory today at CPMs from $1.7, with S2S postbacks for in-bot conversion tracking. Launch an angle-split test — three campaigns and $100 are enough to find your 8% CR message.
