Why is my eCPM too low?

eCPM may be low for several reasons. The best practices on this page help you get the highest eCPM possible for your app and region.

If your userbase is low, establish strategies to increase users for your app and to improve user acquisition (UA)

Focus on UA in geographical regions where advertisers typically pay more for ad placements. If more users access your app from established markets such as North America or Europe, you can expect higher eCPM from advertisers who buy your ad inventory.

Encourage more user engagement with ads running in your app

Encourage users to interact with ads more frequently. Here are two ways to do this:

Run more ads in your app. : You can run more ads in your app. You can also run more engaging formats such as rewarded video. But note that too many ads can annoy or distract your users.

Make your app more compelling. : Incentivize longer in-app sessions by improving user experience, fixing bugs, and updating your app with features that delight your users. When you do, users may spend more time on your app. This generates more opportunities to interact with ads.

Run a variety of ad formats in your app

Banner ads have strong demand, but historically lower CPMs than other ad formats. Try running full-screen ads like interstitials and rewarded video. Those formats may be more effective at monetizing your audience because of their higher CPMs.

You can learn more about how to work with different ad formats in the ad formats article.

Add more ad networks to your app

It’s better to have many networks bidding for your users’ attention than to rely exclusively on AppLovin. This increases competition. When competition increases so does eCPM.

Variables that impact which networks are best for your app include geo, ad type, platform, and type of app.

AppLovin recommends that you determine the best strategy for your app in the following ways:

• Run A/B tests to learn the impact of adding/removing specific networks.
• Research which ad networks are strong in the regions where you have users. Contact these networks directly to understand their demand makeup.
• Prioritize bidding networks when possible.

To learn more about the networks AppLovin supports, see the Mediation matrix.

Make sure your ad integration follows AppLovin policy

To avoid account suspension, take the following steps:

• Review AppLovin policies and Terms and Conditions.
• Implement app-ads.txt.
• Follow all applicable data and user privacy policies and laws for your app.