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What is a good mobile ad eCPM?
Mobile ads eCPM per ad format: Latest report
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Mobile ads eCPM is a term that often pops up in the app and game world, as it’s one of the key metrics in app monetization and, therefore, critical for developers and publishers to have a clear understanding of.
To help you get acquainted with this metric, this article will cover:
👀 Related reading: Scale your profits: The publisher’s guide to mobile app monetization
eCPM is an acronym for effective cost per mille (thousand). Even though it mentions "cost," this metric isn't about expenses, but rather about revenue. Mobile ads eCPM tells app publishers how much revenue they generate for every 1,000 ad impressions served in their app.
Tracking this metric is a must for any publisher monetizing with in-app ads. By keeping an eye on your eCPM ads performance, you can monitor how your ad monetization is doing and get the most out of your ad space.
To calculate eCPM, you’ll need to use a formula that includes total ad revenue and total impressions.
eCPM = (Total ad revenue ÷ Total impressions) × 1,000
Let’s say your app earns $500 a day from ads, and you serve 250,000 ad impressions daily. When you put these numbers in the eCPM formula, you’ll find out you earn $2 for every 1000 ad impressions.
There's no talking about eCPM without explaining how it differs from CPM (cost per mille), and the two metrics go hand in hand.
The key difference between these mobile metrics is that eCPM is a publisher-side metric, and CPM is an advertiser-side metric.
While it’s a fair question, there unfortunately is no universal answer. Mobile ads eCPMs vary based on a handful of factors, so a $10 eCPM on one of your games doesn't necessarily mean it's underperforming compared to one earning $15. Here's what actually moves the needle.
Ad format is one of the biggest eCPM factors, and the differences between formats can be drastic.
The main takeaway is that the more interactive the format, the higher the eCPM – users tend to overlook banner ads, while interactive formats capture attention and drive stronger conversion.
The average mobile ads eCPM also depends heavily on the country in question. Developed markets like the US, Japan, and Australia post much higher eCPM rates than emerging markets like Brazil, India, and the Philippines – and this holds true across every ad format.
The reason for the drastic changes across markets is purely economic: users in wealthier markets have more purchasing power, so advertisers pay more to reach them.
👀 Related reading: Global growth, local play: Mobile gaming behavior & trends across the US, UK, Korea, and Japan
Even if you serve the exact same ads in the same countries, you can expect eCPM variations between iOS and Android users.
But while historically, iOS users had significantly higher eCPMs than Android users, ever since Apple rolled out ATT and deprecated IDFA, this is no longer the case. Privacy changes have made it more difficult to target valuable users on iOS, decreasing the eCPM gap.
Mobile ads eCPM rates also tend to fluctuate throughout the year. For example, eCPMs typically spike around holidays and events like Christmas and Black Friday. During these periods, advertisers bid for ad space more aggressively, naturally leading to higher eCPMs for publishers.
It is also normal for eCPMs to fall during certain periods. For example, after the holidays, advertisers often reduce ad spending to balance their budgets after a heavy-spending period.
By understanding when eCPMs are likely to rise and fall, app publishers can optimize their ad inventory accordingly. During peak eCPM seasons, publishers can launch additional ad placements to take advantage of increased advertiser demand. When it comes to off-peak seasons, they can adjust their setup to maximize revenue despite lower eCPMs.
Publishers have the option to monetize their apps through one or multiple ad networks. This choice also affects mobile ads eCPM.
A single ad network limits demand to that one source, which typically means lower eCPMs. Using a mediation platform to serve ads across multiple networks creates competition for your ad space – and that competition drives eCPMs up. If you're serious about maximizing revenue, diversify beyond one network.
👀 Related reading: Announcing the Mistplay Audience Network to drive scale for games and loyalty for brands
This is one of the most common questions publishers ask, and the honest answer is: it depends on your ad format, audience, and geo mix. But to put it in context, mobile game advertising revenue varies enormously by format, ranging from a few cents per 1,000 impressions on banner ads to hundreds of dollars per 1,000 on offerwalls.
That range is exactly why understanding eCPM by format (below) matters more than chasing a single "good" number. A CPM for a mobile app running only banner ads will look nothing like the CPM for one running a rewarded offerwall – even with the same user base.
What is the average mobile ads eCPM across different formats, countries, and platforms? Let’s go through Appodeal’s latest eCPM report for 2025 and find out.
iOS eCPMs for this ad format are generally higher than those for Android. Looking at country-specific data, we see that the US is a long-time leader in eCPMs on all ad formats, and rewarded video is no exception. If we look at the average across iOS and Android, the US has an eCPM of $15.15, followed by the United Arab Emirates ($14.55) and Australia ($13.80).
How much do interstitial ads pay? It depends on platform, geo, and ad network setup, but interstitial ads CPM in North America averages around $9.70 on Android and $13.60 on iOS, with the US posting the highest country-level eCPM at $12.65 across both platforms.
The average eCPM rates for interstitial ads are somewhat lower than for rewarded video ads, but remain more or less stable in the North America region, with the US taking the top spot once again ($12.65), followed by Australia ($9.10) and South Korea ($8.65).
Banner ads have considerably lower mobile ad eCPM compared to rewarded and interstitial ads. On both platforms, they fall below the one-dollar mark. What’s interesting about banner ad eCPMs is that Android rates are generally higher than iOS rates.
Once again, the United States is the top country for banner eCPMs ($0.50), followed by the United Kingdom ($0.27) and Australia ($0.25).
As we mentioned earlier, offerwall ads bring in the highest eCPMs out of all ad formats. Since Appodeal’s report doesn’t cover eCPMs for offerwall ads, we’re bringing you data from other relevant sources.
According to a study by TapJoy, Android offerwall ad eCPMs for mobile games average at $400, reaching $1500 for the best-performing genres. IronSource’s data for the same category reveals similar results, reporting that offerwall eCPMs average at $530.
The reason behind this data is quite simple: offerwalls are known for bringing in high-quality app users. Advertisers are aware of this, so they don’t mind paying a premium price to acquire them. As a result, publishers who monetize their apps with offerwalls benefit from extremely high eCPMs.
Here’s what Mistplay’s Senior Publishers Sales Manager, Anant Tyagi, says about this ad format:
“Offerwalls are a game-changer for publishers looking to boost app revenue. With the highest eCPMs in the market, they offer a lucrative opportunity to monetize while maintaining user engagement. What sets offerwalls apart for top advertisers is their ability to deliver non-intrusive, interactive experiences, attracting quality users and driving deep-funnel events. For publishers seeking sustainable growth, offerwalls are the ultimate solution for maximizing revenue while prioritizing a great user experience.”
Now that you have a good understanding of eCPMs, let’s answer another big question – what can you do to increase your mobile ads eCPM?
In this article, we covered eCPMs in depth, but here’s the main TL;DR:
Interested in boosting your mobile ads eCPM with offerwalls, the world’s most lucrative ad format? At Mistplay, we have a proven track record in offerwall monetization. Reach out to us and let’s talk about what we can do for your app!