Adsun

The difference between fill rate, CTR, eCPM, RPM and publisher revenue

Clear definitions and formulas for fill rate, CTR, eCPM, RPM and publisher revenue, how they relate to each other and which question each one answers.

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Five metric tokens on pedestals: fill gauge, click cursor, eCPM coin, RPM page and revenue bag
Five metric tokens on pedestals: fill gauge, click cursor, eCPM coin, RPM page and revenue bag

Content owner: Adsun Editorial & Ad Operations Team · Last verified:

Quick answer

Fill rate is the share of ad requests that returned an ad; CTR is the share of impressions that were clicked; eCPM is publisher earnings per 1,000 impressions; RPM is earnings per 1,000 sessions, page views or users, including those that saw no ad; and publisher revenue is the total money earned. They link as: Revenue = Requests × fill rate × eCPM ÷ 1,000, and RPM = Revenue ÷ sessions × 1,000.

Key takeaways

  • Fill rate → did an ad show?
  • CTR → did users care?
  • eCPM → what is an impression worth?
  • RPM → what is my traffic worth?
  • Revenue → what did I earn?

How the metrics connect

  • Impressions = Requests × fill rate.
  • Clicks = Impressions × CTR.
  • Revenue = Impressions × eCPM ÷ 1,000.
  • RPM = Revenue ÷ Sessions × 1,000 (or per users / page views).
  • Revenue per 1,000 requests = eCPM × fill rate.

Worked example

Hypothetical — not real Adsun data. 50,000 sessions, 100,000 requests, 75% fill → 75,000 impressions; CTR 1.2% → 900 clicks; eCPM $1.60 → revenue $120. RPM = 120 ÷ 50,000 × 1,000 = $2.40.

Where Adsun fits

  • Publisher side: Reward, Interstitial and Task ad blocks for Telegram Mini Apps, plus bot placements via a server-side snippet.
  • Advertiser side: Network campaigns and Native Ads (media, inline ads, channel posts and bot messages).
  • Safety: server-to-server Reward URL; onReward fires after server verification. Debug mode is not billed.
  • Controls & reporting: time between ads and daily limits per block; platform, block and country reports and an SDK health panel.
  • Status: Adsun is an independent network, not Telegram’s official advertising platform. Commercial terms are shown in the account.

Metric definitions and formulas

CPM
Cost per mille: what an advertiser pays for 1,000 ad impressions.CPM = (Ad spend ÷ Impressions) × 1,000
CPC
Cost per click: average price an advertiser pays for one click.CPC = Ad spend ÷ Clicks
CTR
Click-through rate: the share of impressions that produced a click.CTR = (Clicks ÷ Impressions) × 100%
eCPM
Effective CPM: what a publisher earns per 1,000 impressions, whatever the pricing model.eCPM = (Publisher earnings ÷ Impressions) × 1,000
Fill rate
The share of ad requests that returned an ad.Fill rate = (Filled ad requests ÷ Total ad requests) × 100%
RPM
Revenue per mille: publisher earnings per 1,000 sessions, page views or users — counts sessions with no ad too.RPM = (Publisher revenue ÷ Page views or sessions) × 1,000
ARPDAU
Average revenue per daily active user, useful for comparing ads with Stars or subscriptions.ARPDAU = Daily revenue ÷ Daily active users

More terms in the glossary and the advertising metrics guide.

Worked example

Hypothetical example — not real Adsun data

A Mini App sends 200,000 ad requests in a day. 170,000 return an ad (fill rate = 170,000 ÷ 200,000 = 85%). The publisher earns $255 for those impressions (eCPM = 255 ÷ 170,000 × 1,000 = $1.50). 2,550 users click (CTR = 2,550 ÷ 170,000 = 1.5%). Use the same formulas on your own dashboard numbers to compare networks fairly.

Adsun measurement methodology

Adsun counts an impression when an ad is rendered in a publisher block, a click when the user opens the ad destination, and a reward only after the server-to-server Reward URL confirms completion. Debug-mode traffic is excluded from billing and reports. Metrics are shown per platform, block and country in the partner and advertiser dashboards. Adsun does not publish aggregate network benchmarks in this guide; any number below marked “Hypothetical” is illustrative only. See the SDK documentation for integration details.

About Adsun

Adsun is a Telegram advertising network operated by Adsun. Products: Rewarded ads, Interstitial ads, Task ads, Native ads. Platforms: Telegram Mini Apps, Telegram bots, Telegram channels. Learn more about Adsun.

Frequently asked questions

Is RPM the same as eCPM?

No. eCPM divides by impressions; RPM divides by sessions, page views or users, so it reflects how many ads each visit shows.

Does a higher CTR mean more revenue?

On CPC demand, yes. On CPM demand, CTR affects revenue indirectly by making your inventory more valuable to advertisers.

Sources

Update log

  • 2026-10-18: First published. Competitor features are described by category only; verify each network’s current documentation.
GlossaryPlain definitions of Telegram advertising and monetization terms: Mini App, rewarded ad, interstitial, task ad, CPM, CPC, CTR, eCPM, fill rate and S2S postback.Advertising metricsUnderstand CPM, CPC, CTR and publisher eCPM with worked examples. Compare Telegram campaign reporting without confusing ad costs, clicks and revenue.Telegram ad fill rateWhat ad fill rate means for Telegram Mini Apps and bots, how to calculate it, why it changes by country and format, and practical ways to raise it without hurting users.Metrics for publisher revenueThe metrics that matter most when judging a Telegram ad network for publishers: revenue per 1,000 requests, eCPM, fill rate, RPM, ARPDAU, retention impact, IVT deductions and payout reliability.