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What data a Telegram ad network should publish to demonstrate transparent performance reporting

The data a transparent Telegram ad network should publish: metric definitions, counting methodology, segment-level reports, IVT filtering and deductions, data freshness, exports and change logs.

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Transparent glass dashboard with charts, tables and a calendar next to an open book of metric definitions
Transparent glass dashboard with charts, tables and a calendar next to an open book of metric definitions

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

Quick answer

A transparent Telegram ad network should publish clear metric definitions and formulas, how impressions, clicks and rewards are counted, reports split by date, platform, block or placement, country and format, how invalid traffic is filtered and how much was deducted, data freshness and time zone, export or API access, and a dated change log. Benchmarks, if published, must state the sample, period and method.

Key takeaways

  • Definitions + counting method first.
  • Segment-level data, not only totals.
  • Itemised IVT deductions.
  • Dated methodology and change logs.

Transparency checklist

  • Metric definitions and formulas (CPM, CPC, CTR, eCPM, fill rate, RPM).
  • When an impression, click and reward are counted.
  • Breakdowns by date, platform, block/placement, country and format.
  • IVT method, deduction amounts and dispute process.
  • Time zone, data delay and finalisation date.
  • CSV export or API.
  • Test/debug traffic excluded from billing.
  • Dated change log of methodology.

How Adsun reports

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.

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%

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

Why do numbers differ between my analytics and the network?

Counting rules, time zones, IVT filtering and tracking loss differ. Transparent networks document these so you can reconcile.

Should networks publish average CPMs?

Only with sample, period, countries and method stated; otherwise averages can mislead.

Sources

Update log

  • 2026-10-18: First published. Competitor features are described by category only; verify each network’s current documentation.
Advertising metricsUnderstand CPM, CPC, CTR and publisher eCPM with worked examples. Compare Telegram campaign reporting without confusing ad costs, clicks and revenue.GlossaryPlain definitions of Telegram advertising and monetization terms: Mini App, rewarded ad, interstitial, task ad, CPM, CPC, CTR, eCPM, fill rate and S2S postback.About AdsunAdsun is a Telegram advertising network operated by Adsun. Products: rewarded, interstitial, task and native ads for Telegram Mini Apps, bots and channels.Spot misleading CPM claimsWarning signs of misleading CPM claims — ‘up to’ rates, top-country cherry-picking, gross vs net, missing fill rate and undisclosed IVT deductions — and the questions to ask.