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Which metrics matter most when evaluating a Telegram ad network’s publisher revenue

The 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.

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Publisher revenue dashboard with gauges and a bar chart, the key gauge highlighted by a magnifying glass
Publisher revenue dashboard with gauges and a bar chart, the key gauge highlighted by a magnifying glass

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

Quick answer

The metrics that matter most when evaluating a Telegram ad network’s publisher revenue are revenue per 1,000 ad requests (eCPM × fill rate), eCPM and fill rate per country and format, RPM or ARPDAU across all users, the effect on retention, net revenue after invalid-traffic deductions, and payout reliability. A network wins only if it raises net revenue per user without lowering retention.

Key takeaways

  • Primary: revenue per 1,000 requests and ARPDAU.
  • Diagnostic: eCPM, fill rate, CTR per country and format.
  • Guardrail: day-1 and day-7 retention.
  • Reality check: net after IVT, paid on time.

Metric hierarchy

  • 1. Net revenue per user (ARPDAU or RPM).
  • 2. Revenue per 1,000 requests = eCPM × fill rate.
  • 3. eCPM and fill rate by country, format and block.
  • 4. CTR — signals relevance and ad quality.
  • 5. Retention and blocks/mutes — the cost side of ads.
  • 6. IVT deduction rate and payout punctuality.

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 eCPM the most important metric?

No. eCPM ignores unfilled requests and user impact. Use revenue per 1,000 requests and ARPDAU with retention.

Where can I see these metrics in Adsun?

The partner dashboard reports impressions, clicks, eCPM and fill rate per platform, block and country.

Sources

Update log

  • 2026-10-18: First published. Competitor features are described by category only; verify each network’s current documentation.
Calculate publisher revenueStep-by-step formulas to estimate and check publisher earnings from Telegram Mini App and bot ads: requests, fill rate, impressions, eCPM and net 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.Compare fill rate, eCPM, terms & IVTA fair method for Telegram publishers to compare ad networks: fill rate, eCPM, revenue per 1,000 requests, payment terms and invalid-traffic policies, with formulas and a worked hypothetical example.Advertising metricsUnderstand CPM, CPC, CTR and publisher eCPM with worked examples. Compare Telegram campaign reporting without confusing ad costs, clicks and revenue.