How a channel's advertising statistics are calculated

Which post we count as an ad

Every post is checked automatically when we save it, and again if the owner edits it. A post is an ad if it has at least one of three signs:

We check the text and all links of the post: visible ones, links hidden under a word, link previews and link buttons under the post. A repost is checked like an own post.

The detector is deliberately cautious: it would rather miss an ad than call a regular news post an ad. A news post linking to its source or «subscribe to our channel» are not ads. So the real share of advertising is usually slightly higher than ours.

«24-hour» ads that the owner deletes after a day often never reach our database: posts deleted in MAX are erased from it completely. This lowers the ad share a little more.

Period and common rules

• The period is chosen at the top of the tab and applies to all blocks: 7 days, 30 days, 90 days, a year, all time or custom dates. The window is never longer than a year.
• Days and hours are Moscow time.
• Views and reactions are taken only from posts older than two days: fresh posts are still gaining views and would pull averages down.
• ER is reactions per 100 views, counted only for posts whose reactions we have already read.
• The previous period is the same number of days right before the chosen window. «All time» has no previous period.
• If a block needs data the period does not have (no similar channels or advertisers, for example), the block says so — we never put zeros instead.

Key numbers

Seven tiles, each with a number for the period, a comparison and a daily mini chart.

Badge colour: more advertising is red (a minus for subscribers), more reach and ER of ads is green. Mini charts of the share, «every Nth» and «ads per week» use the last 7 days for every day — a single day's share jumps too much. A mini chart point is a day; for periods longer than three months — a week, longer than six months — a month.

Below the tiles is the ad load with the same thresholds as the quality index: up to 10 % — low (no penalty), 10–25 % — moderate, 25–50 % — high, over 50 % — very high.

How much advertising and when

• Every Nth post is an ad. The same share said in words, plus all posts of the period in order (if there are more than 1,000 — the latest 1,000; the more posts, the smaller the squares): an orange square is an ad. Click a square to open the post itself.
• Every post is a dot. A column is a day; a week if the period is longer than two months, a month if it is longer than six months. A bead is a post, ads are orange and at the bottom. With more than 24 posts in a column (more than four rows of 24 for a month) one bead stands for several posts — this is noted under the chart.
• Ads by day of the week. Bar length — all posts of that weekday in the period, the orange part — ads; on the right — the ad share of that day.
• Time of day and rhythm. Four 6-hour windows (night, morning, day, evening): how many ads, what share of all ads and the average views of an ad post in the window. Below — days with ads, most ads in one day, the longest pause without ads and the busiest weekday.

Place among similar channels

The channel and up to ten most similar channels (the same selection as on the «Similar channels» tab: topic, region, mutual mentions, size) are ranked by ad share for the period, from lowest to highest. First place goes to the one with the least advertising. All shares are calculated the same way, from our daily statistics. Below is the median of similar channels: half of them have more advertising, half less.

Ads versus regular posts

• How many views a post gets. Posts are split into view «buckets» of one step (say, 2,000). Up — the share of ad posts in each bucket out of all ad posts, down — the share of regular posts out of all regular posts. This compares groups of different size fairly. The last bucket means «and more»: one viral post does not stretch the scale.
• What format ads use. Shares of formats (photo, video, text, link, repost) for ad and regular posts and the average views of ads in each format. With fewer than three posts in a format the number is only a hint (pale bar).

For large channels these two blocks use a sample of up to 1,000 posts (up to 400 ads), evenly spread over time. The sample is the same on every view, so numbers do not jump.

Who buys advertising

• Who the channel advertises. Websites — from links in ad posts (without «www.»; links to MAX are not counted). MAX channels — those the channel mentioned in ads, by link or repost; private channels are never shown. «Repeat» — the advertiser appears in two ad posts or more. Views and ER are per ad post of this advertiser on average. Five advertisers are shown first; the “Load more” button shows the next five.
• What is advertised. Topics of advertiser channels, by the number of ad posts mentioning them. Websites have no topic and are not in the bar. Small topics are grouped as «Other».
• Where the channel itself was advertised. Ad posts of other public channels linking to this channel. «Gained» — the channel's subscribers at the end of the placement day minus the end of the previous day. This is approximate: other ads could run the same day, and some subscribers come on their own. «Per 1,000 views» — subscribers gained per thousand views of the post; the colour shows better or worse than the average of all placements in the period.

Ad marking

Which sign told us about each ad post: erid (marked), only the «Реклама» label without erid (partly marked — the erid may be outside the text) or only a link with a call to action (looks like an unmarked ad). We count the last 500 ad posts of the period. These are signs in the text, not a legal compliance check: we do not see contracts or ad registry data.

Approximate price of an ad post

The block is shown only when the datool.ru team has switched it on: while ad prices in MAX have not settled, the tab may not have it. Below is how the estimate is calculated when the block is on.

This is a datool.ru estimate, not the owner's price list. MAX channel owners do not publish prices and sell ads by agreement. So we estimate the price via CPM — what is usually paid per 1,000 ad views.

How it is calculated:

1. We take the median views of the channel's ad post for the period (posts older than two days). The median is the middle: half of ad posts have more views, half fewer; one viral post does not move it. With fewer than three ad posts we take the median views of all posts.
2. We multiply by CPM and divide by 1,000: price = views × CPM / 1,000.
3. We do it three times — with the low, middle and high CPM — and get a range: the low end, the middle (the big number) and the high end. Prices are rounded to 100 ₽.

The channel page shows only the price range and this explanation: we do not publish the CPM values themselves.

The datool.ru team sets the CPM from the messenger ad market, one for all MAX channels while the market is young. So the estimate does not take into account:

• the channel topic (ads in business and finance channels usually cost more, in entertainment — less);
• the format (pinned post, video post, a series) and placement time (24 hours or permanent);
• package discounts, urgency, ad swaps and other arrangements;
• audience quality and how well ads pay off for a particular advertiser.

The real price can differ from ours several times either way. Only the channel owner can tell it. The estimate helps to plan a budget and compare channels, not to negotiate.

Most viewed ad posts

A table of the period's ad posts with the most views (posts older than two days): start of the text, ad sign, date, format, views, ER, reactions and «vs median» — how many times the post's views exceed the median of the channel's ads (×2 — twice a typical ad of the channel). Click a column header to sort the table by it. Five posts are shown first; the “Load more” button below the table shows the next five.

Conclusions in words

Short sentences about the channel's advertising — not AI, but rules: a sentence template plus numbers from this tab. For example: «The ad share grew by 2.9 pp», «An ad post gets 29 % fewer views than a regular one», «More than half of advertisers order again». Each sentence has a small chart from the same tab. If there is no data for a conclusion (no previous period, similar channels or advertisers), it is not shown.

Who sees what

Some blocks are open to everyone, some after free sign-up, some with a subscription; a verified channel owner sees more blocks of their own channel for free. A locked block is shown as a blurred example with made-up data, so you can see what opens after signing in or subscribing. What each plan includes is on the «Plans» page of your account.

If a number looks wrong

• A missed ad or a news post marked as an ad is a reason to fix the detector rule: send us a link to the post.
• Tab numbers update every 10 minutes for periods up to a month, every 30 minutes for up to three months and every hour for longer ones; the ad share of similar channels — every hour. Custom dates that ended before today — once a day.
• MAX views of older posts can still grow, so numbers for the last days change a little over time.

Methodology version: 18 October 2026 (first — 0.74.0, 11 October 2026).