Stable impressions, lower eCPM

AdMob eCPM dropped but impressions are stable

When impressions are stable but eCPM drops, the problem may be pricing, demand, traffic mix, or format mix. The goal is to avoid treating blended eCPM as one clean signal.

Useful splits

  1. Split eCPM by country before judging the blended average.
  2. Compare rewarded, interstitial, banner, native, and MREC separately.
  3. Check whether one placement now gets different user attention.
  4. Compare weekdays, weekends, holidays, and major live-event windows.
  5. Check ad source contribution if you use mediation.
  6. Compare the same country and format across before/after periods.

How to read it

Common interpretation

If every country and format dropped at the same time, demand may have moved. If only one country or format changed, the blended eCPM is hiding the real driver.

Diagnose country mix and format mix before making SDK or floor changes.

Related guides

Why did my AdMob revenue drop?AdMob revenue dropWhy country mix can make blended eCPM look worseCountry mix diagnosisWhy AdMob revenue can drop during live events even when eCPM is normalTime-of-day diagnosis

Start with the sample diagnosis, then escalate when needed.

Use anonymized before/after data. Do not send account access, API keys, or private identifiers.

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