Match rate diagnosis
AdMob match rate dropped: what should you check?
A match rate drop usually means requests are still happening, but fewer requests are turning into matched ads. That can crush revenue even when eCPM looks normal.
First checks
- Look for policy center messages or ad serving limits.
- Compare match rate by country, format, and ad unit.
- Check consent / CMP changes for EEA, UK, and Switzerland traffic.
- Review recent SDK, mediation, app release, or app-ads.txt changes.
- Check whether requests increased from low-quality or unexpected traffic.
- Avoid changing multiple mediation settings at once while diagnosing.
How to read it
Common interpretation
If requests stay high but match rate collapses across many segments, treat it as a serving, policy, consent, or traffic-quality issue before blaming eCPM.