Are Your Telegram Leads Making Money? A Simple ROI Check

Most outreach operators track messages sent and replies received. Almost nobody tracks rubles per lead source. So budgets keep flowing into groups that produce chats and into sequences that produce nothing.

The 15-minute check

Pull last month per group (or per campaign):

1. Hours spent (your time has a price - use your hourly rate)
2. Tool and proxy costs attributed to it
3. Replies, calls booked, deals closed, revenue

Cost per reply = (1 + 2) / replies. Per deal, same formula with deals in the denominator. Kill every source whose cost per deal exceeds your margin per deal. This sounds obvious. Almost nobody does it, because the numbers live in four different places.

The mistakes that hide in averages

Blended metrics lie. "50 rubles per lead" means nothing if group A gives leads at 10 and group B at 200. Segment by group, by message variant, by week. Cut the worst quartile every month and reallocate its budget to the best. Compounding does the rest.

The classic pipeline killers checklist (wrong groups, no follow-up, slow HOT response) is worth a read if your numbers look bad: https://www.24go.site/blog/15-lead-generation-mistakes-killing-your-pipeline?locale=en

Honest limits

ROI math needs closed deals to mean anything, and B2B deals close in weeks or months. Early on, use cost per qualified reply as a proxy, but write down that it is a proxy. Teams that optimize the proxy forever end up with cheap replies and no revenue.

Attribution is also messy: a lead touched three groups before buying. Last-touch gets the credit in this check. Good enough for kill/keep decisions, not for science.

Full measuring setup with formulas: https://www.24go.site/blog/how-to-measure-lead-generation-roi?locale=en

Which metric lied to you the longest - reply rate, cost per lead, or something else?