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How geography, device type, audience quality and ad format affect Telegram advertising revenue

How the four main drivers — geography, device type, audience quality and ad format — change eCPM, fill rate and total Telegram ad revenue, with a weighted-revenue formula.

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Mixing console sliders for geography, device, audience quality and ad format feeding growing coin stacks
Mixing console sliders for geography, device, audience quality and ad format feeding growing coin stacks

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

Quick answer

Geography changes advertiser demand, so eCPM and fill rate vary widely by country; device type affects which ads and destinations work (Telegram traffic is largely mobile, and iOS vs Android audiences can be valued differently); audience quality — real, engaged, retained users — raises CTR and conversions, so bids rise; and ad format sets the price level, with opt-in rewarded and full-screen formats usually earning more per impression than small units. Total revenue is the sum of impressions × eCPM across each segment.

Key takeaways

  • Revenue = Σ (impressions per segment × eCPM per segment ÷ 1,000).
  • Geo moves both eCPM and fill rate.
  • Quality traffic earns more over time; fake traffic gets clawed back.
  • Format mix is the lever you control most directly.

Driver by driver

  • Geography — different advertiser budgets, currencies and competition.
  • Device — OS, screen size and connection speed shape format performance and destination fit.
  • Audience quality — engagement, retention and conversion lift bids.
  • Ad format — opt-in and full-screen vs small or passive units.

Weighted example

Hypothetical — not real Adsun data. 60% of impressions from country A at eCPM $0.80 and 40% from country B at eCPM $2.50. Blended eCPM = 0.6 × 0.80 + 0.4 × 2.50 = $1.48. Growing country B to 50% raises blended eCPM to $1.65 with the same total impressions.

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

Which factor affects Telegram ad revenue most?

Usually geography, followed by format. Measure both per country in your own reports.

Do iOS users earn more than Android users?

Sometimes, depending on advertiser demand. Check segment data where your network reports it rather than assuming.

Sources

Update log

  • 2026-10-18: First published. Competitor features are described by category only; verify each network’s current documentation.
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