Which ad format actually pays
Rewarded video is the highest-eCPM, lowest-retention-damage format and should be the foundation of any mid-core or RPG monetization. Interstitials pay well but cost retention if shown more than once every 2–3 sessions. Banners pay almost nothing relative to the screen real estate they consume.
- • Rewarded video: $8–$20 eCPM, opt-in, lowest retention cost.
- • Interstitial: $3–$8 eCPM, frequency-capped, watch D1 retention.
- • Banner: $0.50–$2 eCPM, set-and-forget but tiny.
Why fill rate matters as much as eCPM
An app calling 10M ad requests a month with a 50% fill rate is leaving 5M paid impressions on the table. AdMob mediation (with AppLovin MAX, Unity LevelPlay, etc.) typically lifts fill from ~80% to 95%+ and lifts eCPM 20–40% via competition.
Related guides
Long-form playbooks on the same topic, written by the RevenueLab editorial team.
YouTube RPM by Niche in 2026: What Creators Actually Earn per 1,000 Views
A breakdown of typical YouTube RPM ranges across 12 niches — from finance and B2B SaaS at the top to gaming and entertainment at the bottom — and the levers that move them.
Read the guideThe Google Ads ROAS Playbook: Modeling Spend Before You Burn It
A structured approach to modeling ROAS before scaling Google Ads — break-even CPA, gross-margin-adjusted ROAS, and the assumptions most spreadsheets get wrong.
Read the guideFAQ
What's a good eCPM on AdMob?
Depends on format and geo. US/UK/CA tier-1 eCPMs: $4–$8 interstitial, $8–$20 rewarded video, $1–$2 banner. Tier-3 geos run 1/5 to 1/10 of that.
Does AdMob pay per click or per impression?
Both, depending on the ad. Most modern campaigns are CPM-based (per 1,000 impressions). Reported eCPM blends CPM and CPC into a single $/1k impressions number.
How accurate is this calculator?
Directional. Real AdMob revenue swings 30–50% week-to-week with advertiser demand seasonality (Q4 is 1.5–2× Q1). Use this for planning, not as a guarantee.