Monetization
How to increase AdMob eCPM: 10 checks we run
When an app's ad revenue is lower than it should be, the cause is rarely one big mistake. It's usually several small settings left on default. These are the checks we run on every AdMob account we audit, including our own apps.
1. Turn on bidding
With a traditional waterfall, ad networks are called one by one in a fixed order. With bidding, networks compete in a real-time auction for every impression and the highest bid wins. Adding bidding sources to your AdMob mediation groups, such as Meta Audience Network, AppLovin, InMobi, Mintegral, Pangle and Liftoff Monetize, is usually the single biggest eCPM improvement for apps that rely on AdMob demand alone.
2. Set eCPM floors with care
AdMob lets you set an eCPM floor per ad unit, either Google-optimized (with high, medium or all prices) or a manual floor. A floor that's too high cuts fill rate; one that's too low lets cheap impressions through. Start with Google-optimized floors, then test manual floors for your biggest countries.
3. Segment by country
An impression in the US and one in India can be worth very different amounts. Separate mediation groups for your top countries let you use different networks and floors for each, instead of one setting for the whole world.
4. Use the right ad formats
- Rewarded ads usually earn the highest eCPM because users choose to watch them.
- Interstitials work at natural breaks, such as between levels or after a task is completed.
- App open ads can work well for utility apps when shown with sensible frequency.
- Adaptive banners fit each screen width and generally perform better than fixed-size banners.
5. Place ads where they don't hurt the experience
Ads that appear in the middle of an action, or too often, lead to bad reviews and uninstalls, which cost more than the extra impressions earn. Cap frequency, place ads at natural pauses, and watch retention alongside revenue.
6. Get consent right
For users in the European Economic Area and the UK, Google requires publishers to use a Google-certified consent management platform, such as Google's own User Messaging Platform (UMP). Without valid consent, fewer personalized ads can be served there, and eCPM drops.
7. Publish an app-ads.txt file
app-ads.txt is a small file on your developer website that lists who is allowed to sell your ad inventory. Many advertisers prefer verified inventory, so a missing or incorrect file can cost you demand. AdMob shows the verification status for each app.
8. Keep SDKs and adapters updated
Old versions of the Google Mobile Ads SDK and mediation adapters can miss new formats, bidding support and fixes. Update them regularly and test before each release.
9. Protect your account from invalid traffic
Accidental clicks, ads placed too close to buttons, and suspicious traffic sources can lead to limited ad serving. Follow AdMob's placement policies, never click your own ads, and be careful with paid traffic from low-quality sources.
10. Test changes, then measure ARPDAU
AdMob supports A/B testing for mediation groups, so you can compare a new setup against the current one on real traffic. Judge the result by ARPDAU (average revenue per daily active user) and retention, not eCPM alone. A higher eCPM with fewer impressions per user isn't always a win.
At IWS Software, AdMob monetization is our specialty. If your eCPM has dropped or you think your app should earn more, we offer a free audit. Add us as a user on your AdMob account and we'll send you a written list of what to change.