Back to Blogs

30 October, 2023

eCPM in Mobile Games: A Complete Guide for Publishers

eCPM in Mobile Games: A Complete Guide for Publishers

This article has provided a comprehensive overview of eCPM, its significance, the formula, factors influencing it, and proven strategies for boosting eCPM in your mobile games.

In the highly competitive world of mobile gaming, one of the most critical metrics that game developers and publishers focus on is effective Cost Per Mille (eCPM). This metric plays a pivotal role in monetization strategies, helping developers assess and optimize their revenue potential.

In this article, we'll take a deep dive into eCPM, covering what it is, its significance, the formula, factors influencing it, and proven strategies for boosting eCPM in your mobile games.

What is eCPM

eCPM stands for "effective cost per mille", and it is a vital key performance indicator (KPI) in the realm of mobile game monetization. It represents the estimated earnings generated for every thousand ad impressions served within your mobile game.

Why eCPM Matters

Before delving into the formula and factors that influence eCPM, let's understand why it's so crucial in the world of mobile games.

  • Revenue maximization: eCPM is directly linked to your game's revenue potential. By optimizing it, you can increase your earnings from in-game advertising.
  • Monetization strategy evaluation: eCPM serves as a critical metric for evaluating the effectiveness of your monetization strategy. It helps you assess which ads are performing well and where adjustments may be needed.
  • Competitive advantage: Games with higher eCPMs can reinvest more in user acquisition, development, and marketing, gaining a competitive edge in the market.
  • Enhanced user experience: Optimized eCPM ensures that ads are relevant and engaging for players, contributing to a positive user experience. Happy players are more likely to keep playing and engage with ads.

Now that we've established the importance of eCPM, let's move on to the formula used to calculate it.

eCPM Formula

The eCPM formula is relatively straightforward and consists of the following components:

eCPM = (Total Earnings / Total Ad Impressions) x 1000

Here's a breakdown of the formula:

  • Total Earnings: This represents the cumulative revenue generated from ads in your mobile game.
  • Total Ad Impressions: This accounts for the total number of ad views within your game.

By multiplying the result by 1000, you arrive at the eCPM value for your game.

Factors Affecting eCPM of Mobile Games

Now that we understand the formula, let's explore the factors that can significantly influence the eCPM of your mobile game.

It's important to note that these factors are not static, and their impact can vary over time and across different games. Understanding and adapting to these factors is crucial for maximizing your eCPM.

  1. Ad units

    The type of ad units you integrate into your game can have a profound impact on eCPM. Some ad formats, such as Rewarded video ads or Offerwall ads, typically yield higher eCPMs compared to standard banner ads. To optimize eCPM, consider the most suitable ad formats for your game's user experience and target audience.

  2. Types of traffic

    Several types of traffic can impact eCPM rates. One of them is direct traffic or users visiting a gaming app without being referred to by another site. This type of traffic generates higher eCPM because it is usually more engaged and more likely to convert.

    Similar to direct traffic, there is organic traffic, which means users discover the games via a search engine. This traffic is typically less engaged than direct traffic, but it can still be beneficial.

    Finally, referral traffic is when users are directed to the mobile games from another source. Depending on the referring source, this type of traffic can be either engaged or disengaged.

  3. Level of traffic

    The volume of traffic your mobile game receives also impacts eCPM. In general, a higher number of ad impressions can lead to increased eCPMs, but it's essential to maintain a balance between quantity and quality. Strive for both high-quality users and a substantial number of ad impressions.

  4. Type of ad formats

    Different ad formats have varying eCPMs, and their performance can vary based on your audience and game genre. Experiment with different ad formats to identify which ones resonate most with your players. For instance, if your game is highly engaging and immersive, rewarded video ads might be a great fit.

  5. Fill rates

    A low fill rate occurs when not all of your ad inventory is filled with ads. This can negatively impact eCPM, as unfilled ad slots lead to missed revenue opportunities. To improve fill rates, consider using multiple ad networks. This ensures a continuous stream of high-quality ads for your game.

How to Increase the eCPM of Gaming Apps

Now that we have covered the factors influencing eCPM let us explore strategies to boost the eCPM of your gaming app. Keep in mind that eCPM optimization is an ongoing process that involves testing and fine-tuning your approach. Here are some proven strategies:

  1. Ad placement optimization

    Experiment with ad placement within your game to find the most effective spots for user engagement. Test different locations, such as between levels, during natural breaks, or as part of a rewards system.

  2. A/B testing

    A/B testing involves comparing two versions of an element (such as ad creatives, formats, or placements) to determine which one performs better. Regularly conduct A/B tests to identify what resonates best with your audience and adjust your strategy accordingly.

  3. User segmentation

    Segment your audience based on their behavior and preferences. Deliver more relevant ads to specific user segments to increase engagement and eCPM. For example, you might show different ads to free users versus paying users or segment by demographics.

  4. Ad network diversification

    Working with multiple ad networks can help ensure a steady stream of high-quality ads. Diversification also provides a safety net in case one network experiences low fill rates or other issues.

  5. Ad mediation

    Consider using ad mediation platforms to automatically optimize your ad inventory. These platforms can select the best-performing ad network for each impression, maximizing your eCPM.

  6. Quality game design

    Create engaging and immersive gameplay experiences that keep users in your game longer. The longer players engage with your game, the more ad impressions you can serve, ultimately boosting eCPM.


In conclusion, eCPM is a critical metric for mobile game developers and publishers. It directly influences revenue generation from in-game advertising and plays a vital role in your game's financial success. By optimizing your ad strategy, considering the various factors affecting eCPM, and implementing proven strategies, you can increase your game's profitability and create a win-win situation for both you and your players.

Share this article

The only ad platform built for developers by developers.

Contact us now for a product that fits your needs! It’s quick, simple and easy.

footer image