← All tools
Monetisation utility · Ad revenue

Ad revenue, eCPM & ARPDAU calculator.

Estimate what your ad placements earn per day and per month, and see which lever — impressions or price — is doing the work.

Enter your daily active users and, for each ad format, how many impressions an average user sees per day and the eCPM it earns. The defaults are illustrative, not benchmarks.

Your numbers

Rewarded video
Interstitial
Banner
Banners refresh on a timer, so impressions scale with session minutes.
Other (app open, native…)
Ad revenue / day—All formats combined
Ad revenue / month——
Ad ARPDAU—Ad revenue ÷ DAU
Blended eCPM——

—

Daily revenue by format
FormatImpressions / dayRevenue / dayShareARPDAU

Reading the result

Ad ARPDAU is the product of two levers: how many impressions each user sees, and what each thousand earns. A lift in impressions usually means more ads per session, which can cost retention or purchases later — so test it against a protected metric. A lift in eCPM comes from demand, bidding and country mix and rarely touches the player experience.

Blended eCPM here is weighted by impressions, so a format mix heavy in banners will show a low blended eCPM even when rewarded and interstitial prices are healthy.

How it's calculated

The method, in plain terms.

  1. Impressions = DAU × impressions per DAU (per format)
  2. Ad revenue = Impressions × eCPM ÷ 1,000
  3. Ad ARPDAU = Ad revenue ÷ DAU
Worked example

50,000 DAU seeing 1.2 rewarded videos at a $12 eCPM and 3 interstitials at an $8 eCPM earn 60,000 × $12/1,000 + 150,000 × $8/1,000 = $720 + $1,200 = $1,920 a day — an ad ARPDAU of $0.0384.

Defaults on this page are illustrative starting points, not benchmarks for your game. Replace them with your own numbers.

The thinking behind it
Terms on this page

ARPDAU · eCPM · Impressions per DAU

Embed this calculator

Free to embed on your blog, wiki or course page with the credit link intact.

FAQ

Common questions.

How do you calculate ad revenue for a mobile game?

Multiply daily active users by the impressions each user sees per day for each ad format, multiply by that format’s eCPM, and divide by 1,000. Summing across formats gives daily ad revenue; dividing by DAU gives ad ARPDAU.

What is a good eCPM for rewarded video or interstitials?

It depends heavily on country, platform, genre and season, so a single “good” number is misleading. Use your mediation dashboard’s eCPM by format and country tier, and compare like with like: your rewarded eCPM in the US on iOS against the same slice last month, not against a global average.

Should I increase impressions or eCPM to grow ad revenue?

Mathematically a 10% lift in either raises ad revenue by 10%, but they carry different risks. More impressions per DAU usually means more ads per session, which can hurt retention and purchases. eCPM improvements come from demand, bidding and geo mix and rarely touch the player experience. Test impression increases with guardrail metrics.

What is ad ARPDAU?

Ad ARPDAU is ad revenue divided by daily active users. It isolates the advertising component of daily revenue per user and decomposes into impressions per DAU multiplied by eCPM ÷ 1,000.

Why does my blended eCPM change when nothing in the game changed?

Blended eCPM is dominated by traffic mix. If the share of users from high-value countries or iOS changes, or the format mix shifts toward rewarded video, the blended number moves even though every individual eCPM is unchanged.

Calculator by The Game Scientist ↗