Telegram Ads CPM and CPC Rates Explained

Guess what? That’s another exceptionally insightful post about Telegram marketing. Today, we will answer the following question:

What are the Telegram CPM or CPC rates?

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Telegram Ads bidding: CPM or CPC?

To begin with, let’s highlight the ways we can bid and estimate ads in Telegram: Do we pay for thousand ad views (Cost-Per-Mille, aka CPM) or for every click (CPC)?

The short answer is that it depends on the advertising type. Here are the details:

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Official Telegram Ads 

This is advertising via the official Telegram Ad Platform, which allows you to show special sponsored messages in channels with 1000+ subscribers. Here is how it looks in a channel’s feed:

Of course, you can track your CPC, too, but you can’t set a desired CPC bid.

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Ad Seeding In Channels

An alternative to official Telegram Ads is ad seeding. This implies negotiations with channel owners who will place your ad posts in their channels for a particular price. The ad looks like a native post and sometimes is written to sound like it’s coming from the channel owner.

In this case, you only pay for ad placement and can’t set a specific CPM or CPC price when running a campaign. However, channel catalogs, like Telega.in, show a channel’s CPV, which means Cost-Per-View – a similar metric to CPM, but meaning a price of a single view, not a thousand. Alternatively, some catalogs show the average ad post reach, which can also give you an approximate idea of the CPM rates.

Trackers like the TGStat allow you to check your campaign’s CPC and CPM and make some conclusions.

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Telegram Mini-App Ads

This brand-new traffic type at PropellerAds allows you to show your ads in mini-apps. It looks like this for a user:

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Estimating CPC and CPM at Telegram Ads: Actual Figures

Whatever ad types you choose, how do you estimate the bids, and how much do you need to pay for a single click or a thousand views?

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CPM rates for Telegram Official Ads

Traditionally, Telegram Ads set their CPM rates in TON – Telegram’s official cryptocurrency. The minimum CPM rate you can set for your ads is 0,1 TON, or approximately $0,36. The actual numbers mainly depend on the GEO you target and the settings you choose: you can either target users by interest or choose specific channels to place your ads.

For example, Max Rudenko, the founder of the advertising agency SMIT.Link, says that Arabic-speaking channels, Kazakhstan, and Brazil have the cheapest CPMs. Here is SMIT.Link’s statistics on average CPMs at various GEOs:

GEO	Telegram CPM rates
Arabic-speaking countries	1.5 TON (~€2.63–€3.00)
Kazakhstan	0.2–0.7 TON (~€0.35–€1.40)
Brazil	1,5 TON (~€2.63–€3.00)
Spain	3 – 4 TON (~€5.25–€8.00)
English-speaking countries	2 – 2.5 TON (~€3.50–€5.00)
France	1.5 – 2 TON (~€2.63–€4.00)
Italy	1.3 – 1.6 TON (~€2.28–€3.20)

Another curious piece of information comes from Timur Bakiev, the owner of the ClickME agency. In his opinion, Telegram Ads is the most profitable advertising option in Uzbekistan at the moment if you target Uzbek-speaking users based on their interests. 

In the case study he showed to us, the agency’s client wanted to drive traffic to a Telegram channel and created a campaign targeting Uzbek users by interests. Here are the results: the channel got 2,042 users with only €41,88 spent, €0.04 CPM, and €0.002 CPC.

Views	Clicks	Joined the channel	CPM	CPC	Spent
1 131 982	23 612	2 042	€0.04	€0.002	€41.88

As Timur puts it, Telegram Ads CPM in Uzbekistan can start at only €0.02 today and turn out to be much cheaper than seeding native ads in channels. He also mentioned that placing ads in the feeds of particular channels, which you pick yourself when setting a campaign, costs more.

Here is one example of such targeting (the ad post led to a landing page):

Views	Clicks	CPM	CPC
7 414 179	185 635	€3	€0.11

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CPM for Telegram Channel Ad Seeding

Here, the CPM rates depend on a channel’s topic and GEO. Another note: the ad placement usually lasts from 24 to 48 hours, so CPM will also depend on your ad lifetime. Let’s find out how you can estimate an approximate CPM rate using the TGStat platform.

Suppose you want to buy a placement on the most popular Indian channel in the Education category; you want the ad to stay live for 48 hours.

1. Select a channel and click the Statistics button:

Source: TGstat.com

2. See the average ad post reach for 48 hours:

Source: TGstat.com

3. Once you have discussed the ad price with the channel owner, use the CPM rate formula to estimate:

According to GURU Ads, this is an approximate estimation of CPM for ad seeding in the CIS countries depending on various topics:

Channel Topic	Average CPM rate
Memes	€1.50–€2.00
Business	€15.00–€20.00
Marketing	From €15.00
Finance	From €20.00
IT	€10.00
Fitness	€4.00–€6.00
Animals	€3.00–€4.00
News	€2.50–€3.00
Cinema	€1.00–€1.50

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CPC for Telegram Mini-App Ads

Now, Telegram Ads in mini-apps! A very unexplored topic so far, so we conducted our own research to give you exact figures and guidelines.

There are three options with the CPC model:

• CPC –  a simple payment model where the advertiser pays only for actual user clicks. When creating an ad campaign in the self-service dashboard, you can set your own cost per click (CPC) for each GEO or check the minimum and recommended rates.

• SmartCPC is a model where an advertiser specifies the maximum cost per click they are ready to pay, and the system automatically optimizes bids for more efficient traffic acquisition. SmartCPC uses a second-price auction, where the final cost per click may be lower than the stated maximum, helping to reduce costs while maintaining traffic volume.
  
• CPA Goal is a model that works based on CPC, but here you set a desired price for a conversion. You will be charged by the CPC model, but the algorithm will adjust to bring you conversions at the CPA cost you want or lower.

• Competition. Ad slots are allocated through an auction, so the more competition there is for the target traffic, the higher the recommended CPC.
• GEO. CPC rates vary significantly across different countries, and they tend to be higher in regions with higher purchasing power.
• Ad quality. The Click-Through Rates of the ads also affect the CPC. More clickable ads can acquire traffic at a lower cost.

And, the average CPC rates for Telegram Mini-App Ads at PropellerAds across different verticals and GEOs:

iGaming

GEO	CPC rate
ID	$0,022
VN	$0,028
BD	$0,014
IN	$0,023
TH	$0,095
CA	$0,053
DE	$0,03
PH	$0,018
AZ	$0,09
TR	$0,01
BG	$0,068

Finance

GEO	CPC rate
NG	$0,011
ID	$0,014
BR	$0,032
US	$0,05
IN	$0,015
DE	$0,032

Sports

GEO	CPC rate
IN	$0,02
ET	$0,014
BG	$0,084
VN	$0,134
EG	$0,016
NG	$0,01
ZA	$0,035

Media

GEO	CPC rate
DE	$0,066
US	$0,081
IN	$0,012
ET	$0,013
TR	$0,052

eCommerce

GEO	CPC rate
US	$0,05
PL	$0,016
TR	$0,008
DE	$0,029
ID	$0,013

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Bonus Part: Telegram Mini-App Ads CPC Rates VS. Other Formats

The average CPC in Telegram Mini-App ads is usually the same or higher than in the other PropellerAds click-based formats. This is because Telegram users are more engaged and tend to interact with ads more actively.

Here are the several trends we noticed:

• Classic Push: In top GEOs, Telegram CPC rates are more or less the same as the Push traffic rates. There might be differences in specific countries.

• In-Page Push (IPP): In most cases, Telegram CPC is higher than IPP in top GEOs, with several exceptions, such as BD, US, PK, IR, and EG.

• Survey Exit: On average, Telegram CPC is more expensive than Survey Exit. However, in certain GEOs like BD, US, UZ, GB, and FR, the rates might be the same or even lower.

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To Sum Up

Telegram’s CPM and CPC rates might significantly vary, but the evident fact is that they are more than competitive. Armed with the new knowledge, launch your Telegram Ads campaign right away!