Connecting analytics in a Telegram casino: tracking via WebApp and Google Analytics

Last edited:

Ekaterina Lukina

—

May 18, 2025

Connecting analytics in Telegram casino: WebApp + Google Analytics

For effective management of Telegram casinos, it is important not only to launch traffic, but to measure the behavior of players at each stage: from logging into WebApp to making a bet or withdrawing funds. This becomes possible thanks to the connection of Google Analytics, event trackers and analytical platforms directly to the WebApp Telegram casino.

What can be tracked

Through the integration of analytics with Telegram WebApp, you can collect the following data:

Metrics	Sample data
Number of unique players	Telegram ID + WebApp sessions
Traffic sources	Labels' utm _ source ',' utm _ campaign'
Depth of engagement	Page transitions, bets, games
WebApp Behavior	Button clicks, rates, refills
Conversion	Registration, deposit, game, KYC
Failures/inactivity	Early exit, non-use of bonus

Tools you can use

1. Google Analytics 4 (GA4)

Supports events, user parameters and ID

Installation via'gtag. js' inside Telegram WebApp
Compatible with Telegram WebApp API (via 'initData')

2. Yandex Metrika (optional)

Click cards, scrolling, webvisor

Can be connected for additional behavior analysis

3. Custom Events/Server-side analytics

Data collection directly on backend: rates, payouts, inputs

Integration with Looker, Metabase, Power BI

How it is technically implemented

1. GA4 code is integrated inside WebApp (via'gtag. js` или `Google Tag Manager`)

2. User parameters are passed:

javascript
gtag('config', 'G-XXXXXXX', {
user_id: telegramWebApp. initDataUnsafe. user. id,   custom_map: {'dimension1': 'player_level'}
});

3. All clicks, bets, transitions, bonuses are sent as event tracking:

javascript
gtag('event', 'click_play', {
game: 'Crash',   bet_amount: 10
});

4. Telegram initData parameters are used to link with Telegram ID and traffic source.

Why does Telegram casino need it?

Conversion Analysis - Link Click → to Refill

Understanding the funnel: where players are lost, where they are active
UX optimization: which screens work better
Testing push notifications and bonuses: what resonates
ROI assessment by campaigns: Telegram Ads/Push/partners

Privacy and security

Telegram WebApp API does not transfer personal data directly

All tracking is anonymized or authorized
You can configure cookie-less mode (GDPR compliance)

Connecting Google Analytics and other analytical tools to Telegram WebApp allows Telegram casinos to accurately understand player behavior, find growth points and increase the efficiency of each action. It's not just numbers - it's a way to make informed decisions and increase platform revenue.