CPM in advertising and Telegram Ads

Written by.

Darina Shamanskaya

Date published

January 8, 2025

CPM is one of the main indicators of advertising efficiency in Telegram Ads. It allows you to estimate how much each 1,000 ad impressions cost. Let's understand what this indicator is, how to manage it, and how to realize that your ads are within the industry average CPM.

What is CPM in Telegram Ads

CPM in Telegram Ads is the amount an advertiser is willing to pay per 1,000 ad views. The advertiser sets the rate himself when setting up the ad. The rate affects how many views the ad will get and how quickly.

Cabinet in euros

The office at TON

Minimum CPM in offices in euros

The minimum CPM in Telegram Ads in January 2025 is €1.15.

Minimum CPM in offices in TON

The minimum CPM in Telegram Ads in TON accounts in May 2024 is 0.1 Toncoin. This is approximately 0.59 EUR as of May 20, 2024.

The higher the advertiser's bid, the more likely they are to win the ad display auction.

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The Telegram Ads auction works on the principle of the highest bid. That is, Telegram Ads will show the ad that has the highest bid, all other things being equal.

It turns out that you have to raise the rate if necessary:

it's quicker to pull the ads,
get more hits,
to squeeze out the competition.

How to determine the rate

To understand that it's the CPM rate that affects ad performance, it's worth knowing your niche's ad CPM benchmarks. This knowledge will help:

Plan budget and outreach.
compare the effectiveness of promoting Telegram channels, chatbots and websites.
Evaluate your competitors and compare the effectiveness of your Telegram Ads with them.

If you have already run TG Ads, the CPM can be calculated using the formula below 👇

CPM in Telegram Ads is initially set by the advertiser when setting up the ad. Accordingly, this indicator will not change during the rollout.

CPM analytics can be viewed for any landing page (channel, chatbot, site, post), for all targeting and periods.

Here is the CPM data for Kazakhstan and Uzbekistan for cabinets in euros:

Nisha	CPM, €
Business and entrepreneurship	2,76
Health and medicine	1,61
Investments	2,5
Fashion and beauty	1,7
Education	1,73
Offers and promotions	1,68
Travel and tourism	1,7
Job listings	1,15
Sport	1,18
Technology and the Internet	1,41
Economics and finance	1,5

Cabinets at TON launched recently, but we have some benchmarks on them to share as well.

For advertising offices in TON now CPM on average from 0.1 TON, CPC (cost per click) - from 0.01 TON, CPS (cost per sale) - from 0.04 TON.

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If you notice that the campaign budget is not being spent but it is active, it might be because of the CPM rate.

It happens that a campaign is active and has passed moderation, but it is not spinning up. This means that the bid is too low, and ads are simply not shown. At the moment, there are no notifications about this in Telegram.

Read more: Telegram Ads analytics in the Euro Cabinet

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