Educational only. The numeric tables are illustrative RevenueLab planning assumptions. We have not verified report-level provenance for those figures; they should not be presented as measured 2026 network averages.
Key takeaways
- Compare formats using both realized revenue and retention, not eCPM alone.
- Country mix can materially affect the blended rate; inspect it in your own reports.
- Check consent requirements and eligibility without assuming a fixed revenue penalty.
- Test mediation against a comparable baseline rather than assuming guaranteed uplift.
- Track ARPDAU, not eCPM. A higher eCPM with lower fill or fewer impressions per user is a worse business.
Run your own numbers in the AdMob Revenue Calculator.
eCPM by format and geo tier
| Format | US / Tier 1 | Tier 2 | Tier 3 | Typical impressions per DAU/day |
|---|---|---|---|---|
| Rewarded video | $14–$22 | $8–$10 | $2.00–$3.00 | 1–3 |
| Interstitial | $9–$14 | $5–$7 | $1.00–$2.00 | 3–6 |
| App-open | $4–$8 | $2.50–$4.00 | $0.60–$1.20 | 1–2 |
| Native | $3.00–$5.00 | $1.50–$2.50 | $0.40–$0.80 | 2–5 |
| Medium rectangle (300×250) | $1.60–$3.00 | $0.80–$1.40 | $0.25–$0.50 | 3–8 |
| Adaptive banner (anchored) | $0.40–$0.80 | $0.22–$0.35 | $0.08–$0.14 | 15–40 |
| Fixed 320×50 banner | $0.30–$0.65 | $0.18–$0.25 | $0.06–$0.10 | 15–40 |
The ordering is stable across every market: users opting in beats users interrupted, and full-screen beats a strip of pixels. What changes by market is the absolute level, not the ranking.
eCPM by app vertical
| App vertical | US rewarded eCPM | US interstitial eCPM | Typical ARPDAU (US) |
|---|---|---|---|
| Casino / social casino | $28–$45 | $18–$28 | $0.35–$0.90 |
| Finance / budgeting | $20–$30 | $14–$20 | $0.12–$0.30 |
| Puzzle / casual games | $15–$22 | $10–$15 | $0.07–$0.16 |
| Hyper-casual games | $11–$16 | $8–$12 | $0.03–$0.08 |
| Health & fitness | $13–$19 | $9–$13 | $0.05–$0.12 |
| Photo & video utilities | $10–$15 | $7–$11 | $0.04–$0.09 |
| Education / kids | $6–$11 | $4–$8 | $0.02–$0.05 |
Vertical matters because it changes who is bidding. Casino and finance advertisers have high lifetime value per install and bid accordingly; kids and education apps face both thin demand and regulatory limits on targeting.
Geography is the biggest single lever
| Geo tier | Example markets | eCPM index vs US | Share of global installs |
|---|---|---|---|
| Tier 1 | US, CA, UK, AU, DE, JP | 0.75–1.00× | ~20% |
| Tier 2 | FR, IT, ES, KR, PL, SA, AE | 0.35–0.60× | ~25% |
| Tier 3 | IN, ID, BR, PH, NG, PK, VN | 0.05–0.18× | ~55% |
This is why install-volume growth and revenue growth so often diverge. Cheap tier-3 installs can triple DAU while barely moving revenue — a real outcome for hyper-casual studios buying on CPI alone.
Worked examples
Puzzle game, 50,000 DAU, US-heavy
- DAU
- 50,000
- Geo mix
- 60% US / 25% Tier 2 / 15% Tier 3
- Rewarded impressions/user/day
- 2.0
- Interstitial impressions/user/day
- 4.0
- Blended rewarded eCPM
- $13.00
- Blended interstitial eCPM
- $8.00
- Rewarded impressions = 50,000 × 2 = 100,000/day
- Rewarded revenue = 100,000 ÷ 1,000 × $13.00 = $1,300/day
- Interstitial impressions = 50,000 × 4 = 200,000/day
- Interstitial revenue = 200,000 ÷ 1,000 × $8.00 = $1,600/day
- Total = $2,900/day → ARPDAU = $2,900 ÷ 50,000 = $0.058
Result: ≈ $2,900/day, $87,000/month, ARPDAU $0.058
Same game, tier-3-heavy install mix
- DAU
- 50,000
- Geo mix
- 10% US / 15% Tier 2 / 75% Tier 3
- Blended rewarded eCPM
- $4.20
- Blended interstitial eCPM
- $2.60
- Rewarded revenue = 100,000 ÷ 1,000 × $4.20 = $420/day
- Interstitial revenue = 200,000 ÷ 1,000 × $2.60 = $520/day
- Total = $940/day → ARPDAU = $0.019
Result: ≈ $940/day — a 3× revenue gap on identical DAU and ad load
Banner sizes that actually pay
Adaptive banners fit the available width, while a medium rectangle uses a different placement and size. Test the sizes appropriate to your content and screen layout; we have not verified a fixed percentage uplift or a universal ranking between anchored and inline placements.
Mediation isn't optional
Mediation connects multiple demand sources. Whether it improves your app’s results depends on implementation, audience and inventory. Compare revenue per daily user, match rate and retention before and after a controlled change; do not budget for an assumed 18–22% uplift.
GDPR, ATT, and the consent problem
European consent requirements and Apple’s ATT rules affect ad eligibility and tracking in different ways. Implement the applicable requirements using current provider guidance. This article does not establish a fixed eCPM reduction or promise an opt-in rate.
Reports and definitions to compare
Tenjin’s Ad Monetization Benchmark Report 2026 includes Q3 2026 platform, network and geographic comparisons. Its populations and periods may differ from your app. It is a reference for comparison, not verification of the numbers in our scenario tables.
In AdMob, eCPM = estimated earnings ÷ impressions × 1,000. Keep observed reports separate from modeled inputs.
Frequently asked questions
What is a good AdMob eCPM in 2026?
The tables below are illustrative planning assumptions, not a verified 2026 AdMob average. A useful benchmark matches your ad format, audience country, operating system and date. Compare against your actual AdMob reports before changing your forecast.
Why is my AdMob eCPM so low?
Check changes in country mix, ad format, operating system, consent eligibility, seasonality and demand sources. Compare like-for-like ad units and date ranges. A falling blended eCPM alone does not identify the cause.
How much does an app with 10,000 DAU earn?
Revenue depends on impressions and realized eCPM, not DAU alone. For example, 10,000 DAU with two rewarded impressions at $13 eCPM and three interstitial impressions at $8 eCPM produces $260 + $240 = $500 per day. These are scenario inputs, not promised rates.
Does mediation actually increase revenue?
Mediation can expose inventory to more demand sources, but an uplift is not guaranteed. Compare realized revenue, match rate, impressions and retention in a controlled test. We have not verified a universal percentage increase.
Rewarded video vs interstitial — which should I run?
Rewarded ads are opt-in; interstitials appear at transitions. Compare each format’s realized eCPM, impressions per user and retention in your own app. A higher eCPM does not automatically mean more total revenue or better retention.
How does ATT and GDPR consent affect eCPM?
Consent requirements affect which ads can be served. ATT and European consent rules are different requirements; neither implies a fixed revenue penalty. Follow the current Google and Apple documentation rather than using a universal percentage loss.
How we got these numbers
These tables are scenario inputs, not audited observations or statistical percentiles. Their original report-level provenance has not been verified. Worked examples apply impressions ÷ 1,000 × eCPM to those inputs. Use your own realized eCPM for forecasts; keep OS, country, format and period comparable.
Directional estimates, not guarantees. See our methodology.