Ad ER (Ad Engagement Rate)
Ad ER measures the engagement rate (reactions, comments, forwards) specifically on sponsored posts relative to their views. It shows how actively the audience interacts with advertising content compared to organic posts.
Why it matters
Ad ER reveals whether a channel's audience engages with promotional content or just scrolls past it. A high ad ER means the audience finds ads relevant and interesting — crucial for conversion-focused campaigns. Low ad ER might still be fine for awareness campaigns focused on reach.
How to use it
Compare Ad ER with organic ERR. If the ratio is above 50%, the channel integrates ads well. Below 30% suggests the audience clearly distinguishes and ignores ads. Best-performing channels have ad ER close to or exceeding their organic rate.
Example
See these metrics in action on real Telegram channels
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