AdsunCPM vs CPC, CTR and eCPM
CPM measures cost per thousand impressions. CPC measures cost per click. CTR measures the share of impressions that produced clicks. Publisher eCPM measures realized earnings per thousand impressions—not advertiser spend or a guaranteed payout rate.
CPM vs CPC: cost and reporting are not the same thing
CPM and CPC can describe buying models, but they also describe calculated report metrics. A report's effective CPC does not by itself mean that the campaign was billed per click. Check the pricing option of the selected Adsun campaign type before launch.
| Metric | Calculation | Interpretation |
|---|---|---|
| Advertiser CPM | Spend ÷ impressions × 1,000 | Realized cost per thousand impressions |
| Advertiser CPC | Spend ÷ clicks | Realized cost per click |
| CTR | Clicks ÷ impressions × 100 | Click-through rate, as a percentage |
| Publisher eCPM | Earned ÷ impressions × 1,000 | Realized earnings per thousand impressions |
| Publisher fill rate | Impressions ÷ requests × 100 | Share of ad requests resulting in impressions |
A worked campaign example
Suppose a campaign spends 60 units of account currency, records 20,000 impressions and receives 300 clicks. Its CPM is 3, CPC is 0.20 and CTR is 1.5%. These are illustrative arithmetic examples, not Adsun prices, performance benchmarks or promised results.
If a publisher earns 24 units from 12,000 impressions, the realized eCPM is 2. If those impressions came from 15,000 requests, fill rate is 80%. Publisher earnings and advertiser spend are different report values; do not substitute one for the other.
Zero impressions or clicks
A rate is undefined when its denominator is zero. Adsun's reporting helpers return an unavailable value rather than divide by zero: no clicks means CPC cannot be calculated, and no impressions means CPM and CTR cannot be calculated. An unavailable rate does not establish that a campaign is cheap or performing well.
Compare the same population and date range
Use consistent dates, campaign selections and country breakdowns before comparing rates. For combined periods, calculate from total spend, earnings, impressions, clicks and requests; do not average daily rates without weighting their denominators.
A high CTR can coexist with poor downstream results. Clicks do not prove purchases, subscriptions or retention. Evaluate your destination's actual outcomes alongside Adsun's impression, click and spend reporting. For bot ads, an impression is recorded when the ad is returned for immediate delivery, not when Telegram confirms a user read it.
Find the relevant Adsun report
Advertiser reporting uses campaign impressions, clicks and spend to calculate CPM, CPC and CTR. Publisher reporting uses requests, impressions, clicks and earned amounts to summarize eCPM, CTR and fill rate. Available columns and export fields can differ by view.
Read the Telegram advertising campaign guide for campaign preparation, or publisher monetization guide for block setup. The bot integration guide explains its delivery-specific measurement caveat.