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How to compare CPM and CPC advertising models for Telegram traffic

How to compare CPM and CPC models for Telegram traffic: convert both to effective CPM or cost per result, the CTR break-even formula and when each model makes sense.

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Balance beam weighing a stack of impression eyes against a click cursor — CPM vs CPC
Balance beam weighing a stack of impression eyes against a click cursor — CPM vs CPC

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

Quick answer

Compare CPM and CPC for Telegram traffic by converting both to the same unit. Effective CPM of a CPC campaign = CPC × CTR × 1,000; effective CPC of a CPM campaign = CPM ÷ (CTR × 1,000). The break-even CTR is CPM ÷ (CPC × 1,000): above it CPM is cheaper for advertisers, below it CPC is. Then judge both on cost per sign-up or purchase, not on clicks alone.

Key takeaways

  • eCPM (from CPC) = CPC × CTR × 1,000.
  • Break-even CTR = CPM ÷ (CPC × 1,000).
  • Advertisers: CPC shifts CTR risk to the network.
  • Publishers: CPM pays for every impression; CPC pays only on clicks.

Conversion formulas

  • Effective CPM from CPC = CPC × CTR × 1,000.
  • Effective CPC from CPM = CPM ÷ (CTR × 1,000).
  • Break-even CTR = CPM ÷ (CPC × 1,000).
  • Cost per result = Spend ÷ Conversions (both models).

Worked example

Hypothetical — not real Adsun data. CPM offer $1.50; CPC offer $0.10. Break-even CTR = 1.50 ÷ (0.10 × 1,000) = 1.5%. If your creative gets 2% CTR, CPM costs an effective $0.075 per click — cheaper than $0.10. At 1% CTR, CPM costs $0.15 per click, so CPC is cheaper.

When to choose which

  • CPM: reach, awareness, strong creatives with high CTR.
  • CPC: traffic campaigns, unknown CTR, testing new creatives.
  • Either: always validate with UTM-tagged conversions in your own analytics.

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

Is CPM or CPC better on Telegram?

Neither in general. Use the break-even CTR formula with your real CTR, then compare cost per conversion.

Does Adsun support CPM and CPC?

Adsun campaigns support CPM or CPC bidding; current minimums and recommended bids are shown in the campaign form.

Sources

Update log

  • 2026-10-18: First published. Competitor features are described by category only; verify each network’s current documentation.
Advertising cost & budgetUnderstand Telegram advertising cost without invented rate cards: Adsun budget and bid options, CPM versus CPC, test planning and conversion measurement.Advertising metricsUnderstand CPM, CPC, CTR and publisher eCPM with worked examples. Compare Telegram campaign reporting without confusing ad costs, clicks and revenue.Performance advertising on TelegramPerformance advertising options on Telegram: CPC networks, task ads, Mini App campaigns and tracking — with formulas for CPC, CTR and cost per action.GlossaryPlain definitions of Telegram advertising and monetization terms: Mini App, rewarded ad, interstitial, task ad, CPM, CPC, CTR, eCPM, fill rate and S2S postback.