AdsunTelegram ad fill rate: what it is and how to improve it
What 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.
Quick answer
Fill rate is the share of ad requests that return an ad: fill rate = filled requests ÷ total ad requests × 100. On Telegram it varies by country, language, ad format, time and advertiser demand. Publishers improve it by enabling several formats, requesting ads only when a user will actually see them, and reviewing fill by country and format in their reporting.
Key takeaways
- Formula: filled ad requests ÷ total ad requests × 100.
- Fill rate changes with country, format and advertiser demand.
- Unused or premature requests lower measured fill rate.
- Revenue = impressions × eCPM ÷ 1000, so fill rate and eCPM both matter.
Definition and formula
An ad request is sent when a placement asks the network for an ad. If an eligible ad is returned, the request is filled. Fill rate = filled requests ÷ total requests × 100. Example: 8,000 filled out of 10,000 requests is an 80% fill rate (illustrative numbers).
Why fill rate differs by country and format
- Advertisers target specific countries and languages, so demand is uneven.
- Some formats have more active campaigns than others.
- Campaign budgets and schedules change during the day and month.
- Frequency limits and user eligibility rules reduce eligible requests.
How to improve fill rate
- Enable more than one format, such as Reward plus Interstitial.
- Request ads only right before a user can see them.
- Handle no-fill gracefully and retry later instead of instantly.
- Review fill rate by country and format in the Adsun partner dashboard.
- Contact Adsun support about demand for your main audience countries.
Fill rate vs eCPM
A high fill rate with low eCPM can earn less than a moderate fill rate with high eCPM. Track impressions, fill rate and eCPM together and judge results by total revenue and user retention.
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
What is ad fill rate?
The percentage of ad requests that return an ad: filled requests divided by total requests, times 100.
What is a good fill rate for Telegram ads?
There is no universal benchmark; it depends on country, format and demand. Compare your own fill rate over time and by segment.
Why is my fill rate low?
Common causes are limited advertiser demand in your users’ countries, a single enabled format, requests sent too early or too often, and frequency limits.