Benchmarks ·
Telegram Ads Benchmarks: What Click-to-Subscribe Conversion to Treat as Normal in E-commerce and Real Estate
Average CPM, CTR, and subscribe CR norms from 120+ campaigns in e-commerce and Real Estate across CIS and Turkey markets.
When scaling ad budgets in Telegram Ads, digital marketers and investors often lack reliable industry data. Without average market metrics (benchmarks), it is impossible to objectively evaluate a contractor, calculate unit economics, and forecast return on investment (ROI).
Experts at our Telegram Ads agency analyzed internal data from more than 120 large campaigns in e-commerce (online retail) and real estate on CIS and Turkey markets. In this study we share exact metrics: average CPM, CTR, and click-to-subscribe conversion norms (subscribe CR).
What subscribe CR is and how to calculate it
In the Telegram Ads ecosystem the basic funnel looks like this:
Impressions → Clicks → Subscribe / Bot start (Conversion)
Formula for subscribe CR (Conversion Rate):
Subscribe CR = (Number of new subscribers in the period ÷ Number of ad clicks) × 100%
Metrics apply to the official Telegram Ads account when targeting via Euro and TON accounts — see Account Currency and Agency Account.
Comparative analysis: e-commerce vs real estate
Summary efficiency table for official Telegram ads across two key verticals based on agency analytics.
| Efficiency metric | E-commerce (CIS and Turkey) | Real estate (CIS and Turkey) |
|---|---|---|
| Average CPM | €1.50 – €3.50 (TON) / €2.00 – €4.50 (Euro) | €4.00 – €8.00 (TON) / €6.00 – €12.50 (Euro) |
| Average CTR | 0.85% – 1.60% | 0.40% – 0.95% |
| Norm subscribe CR (channel) | 12% – 22% / >25% excellent | 8% – 15% / >18% excellent |
| Norm activation CR (chatbot) | 20% – 35% | 15% – 28% |
| Target action at the end | Purchase on site / order in bot | Property shortlist request / consultation |
Vertical 1: e-commerce
In e-commerce Telegram is used as a full trading platform thanks to Telegram Web Apps (Mini Apps). Audiences in Turkey and CIS gladly subscribe to brand channels for closed sales, promo codes, and trend reviews.
What conversion is considered normal
- When driving traffic to a brand Telegram channel, 15–20% conversion is the norm. That means every fifth user who clicks the ad should become a subscriber.
- When driving traffic to an online store chatbot, normal conversion (pressing /start) is from 25%.
What subscribe CR depends on in e-commerce
- Offer in the copy. Ads with a discount or promo code (“Get a 15% promo code for your first order via the button”) deliver subscribe CR 40% higher than abstract brand content.
- Landing quality. The channel should update daily. The latest post should contain a direct link to the catalog or order form. Landing checklist — in the first-time moderation guide.
Vertical 2: real estate
Real estate is a niche with a long sales cycle and high lead cost. Here Telegram Ads attracts solvent investors and premium housing buyers (especially relevant for relocators in Turkey and buyers in CIS capitals).
What conversion is considered normal
- Click-to-subscribe conversion for a real estate agency channel at 10–12% is a solid working figure. The audience is more selective and less eager to subscribe to channels with high lot prices.
- Conversion into chatbots (qualifiers/quizzes) stays around 15–18%.
What CR depends on in real estate
- Focus on expertise and analytics. Investors click on concrete numbers: “Shortlist of Istanbul residential complexes with yield from 8% per year.” If on the channel they see deep market analytics rather than just apartment photos, conversion grows.
- Using Media Ads. Floor-plan images or short video tours of premium properties raise ad CTR, but require precise targeting (Target Channels) on investment, business, and premium lifestyle channels so CR is not diluted.
How to raise click-to-subscribe conversion
If your current CR is below market benchmarks, implement the following steps:
- Remove language mismatch. For Turkey GEO, ads on Turkish channels must be strictly in Turkish; ads for foreign real estate aimed at expats — in Russian or English. More on language balance in the GEO scaling guide.
- Add a lead magnet to the pinned post. In the first 3 seconds the user must understand why to stay in your channel. Offer a 2026 property catalog or a buying guide — part of a white funnel.
- Use start parameters for bots. Integrate deep-linking so a user goes from a specific ad to a specific step inside the bot. That removes extra actions and raises CR by 30%. Scheme — in the Keitaro guide.
- Clean channel lists (Target Channels). At least once every two weeks remove from targeting channels with low activity and signs of bot inflation.
FAQ: frequently asked questions
What CTR is considered good in Telegram Ads in 2026?
For broad topics (Target Topics), a normal CTR is in the 0.5%–0.8% range. For precise targeting on specific competitor channels (Target Channels), a good result is CTR from 1.2% and above.
Why does subscribe conversion drop while CTR stays stable?
This is the main sign of mismatched expectations (clickbait). The ad copy promises one thing (“Download a free catalog”), while on the landing the user sees aggressive sales or outdated content.
Where is conversion higher — in Euro accounts or TON accounts?
Account type does not directly affect landing conversion. However, Euro accounts support manual moderation and direct links to external sites, which is critical for e-commerce with ready website infrastructure. TON accounts are optimal for messenger marketing (inside Telegram). WORLD format breakdown — in the Euro WORLD account guide.
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