AdMob revenue drop

Why did my AdMob revenue drop?

A revenue drop is only the final symptom. Before changing floors, SDKs, or mediation settings, split the drop into traffic, fill, pricing, and mix changes.

Check in this order

  1. Did impressions or requests drop first?
  2. Did match rate, fill rate, or show rate move?
  3. Did traffic shift by country or device?
  4. Did one ad unit, placement, or format change?
  5. Did one ad source or mediation source stop filling?
  6. Did time-of-day behavior, holidays, or live events reduce peak-hour impressions?
  7. Did eCPM fall after the upstream metrics stayed stable?

How to read it

Common interpretation

If impressions and fill are stable but eCPM dropped, the issue may be demand or auction pricing. If fill or impressions moved first, the revenue drop is probably not an eCPM problem.

Use anonymized before/after rows to identify which metric moved first.

Related guides

AdMob match rate dropped: what should you check?Match rate diagnosisWhy 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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