Playbook — Dating

Dating playbook: US/UK leads and subscriptions via Telegram or a landing

Dating is a lead business: the click is cheap, the qualified lead and the subscription behind it are the whole return, and US/UK geo discipline is what keeps a PPL buy from paying out on traffic the offer will never accept. This playbook walks one real setup - the "Dating — Match Pro" campaign, geo US/UK, pointed at the MatchPro Sub offer ($6 PPL) with the Dating quiz preland (/dating-quiz) behind it - through both delivery paths Leadgram gives you: the Telegram bot funnel and the plain landing-plus-S2S route. Pick the one that matches where your creative sends people.

With Telegram — the bot funnel

When the ad drops users into a bot or channel, the conversation is the funnel. The tracking link on "Dating — Match Pro" carries the click id into Telegram on the /start deep link, so the first message the user sees is already attributed - and because the campaign is bound to your bot, attribution survives even a mangled link, since the bound bot is the webhook's fallback match. From there the "Dating — profile activation" Message Flow does the work: it runs the quiz-style profile questions, activates the user's profile, and marks the lead. When the user subscribes, that subscription is the conversion - it fires server-side to Meta and rolls up to the exact creative that bought the click. No landing page is involved; the whole funnel lives inside the bot.

From a US/UK ad click to profile activation and the lead-plus-subscription conversion, all inside the bot flow.

Without Telegram — landing + S2S

Not every dating offer runs through a bot. When the creative sends US/UK traffic to a web preland instead, the path is server-to-server. The tracking link lands on the Dating quiz preland (/dating-quiz), which qualifies the visitor and forwards to the MatchPro Sub offer with the click id in the URL. The "Dating — geo-split" Click Flow runs at redirect time: US and UK traffic each go to their own variant and everything else to a fallback, so you never pay to push out-of-geo clicks into a US/UK-only $6 PPL cap. Leads and subscriptions come back the S2S way - the offer posts each conversion to your events API with your x-api-key, tied to the click id it received - and Leadgram fires postbacks onward to your tracker, so the lead shows up wherever you optimize spend.

Quiz preland to MatchPro Sub, geo-split at redirect, lead and subscription reported over S2S.

From a media buyer's seat

The pain is always the same: you can see clicks and cost, but the lead lands in the offer's dashboard a day later, un-joinable to the creative that earned it - and $6 PPL on US/UK looks fine in aggregate while UK quietly burns and US carries the buy. Setup is 20 minutes either way - one campaign, one offer, one flow or one geo-split - and after that the Reports page pivots leads by campaign, sub and day with EPC and ROI next to the funnel, US and UK side by side. That is the whole point: decide what to scale and what to kill before the weekly numbers, not after. The two clips below are the same $6 PPL offer told from the buyer's chair - one team running it through Telegram, one through a preland.

A US/UK dating buyer runs the offer as a bot profile-activation funnel.

The same offer, run as a quiz preland with geo-split and S2S leads.

Keep the geo filter honest on both paths. MatchPro Sub only pays on US/UK, so let the "Dating — geo-split" flow drop everything else before it reaches the offer - paying for clicks that can never become a billable lead is the fastest way to make your cost-per-lead read worse than the traffic actually is.