Work out ad revenue per app user instantly with clear inputs, formula shown and shareable results.
Served impressions are users times impressions each times the fill rate, and revenue is those impressions divided by a thousand multiplied by the effective CPM. Fill rate is the term most often forgotten: a 15% unfilled inventory takes a proportional slice straight off the revenue.
Impressions served
served = DAU x impressions per user x fill rate
Revenue
revenue = served impressions / 1000 x eCPM
served = DAU x impressions per user x fill rate. Served impressions are users times impressions each times the fill rate, and revenue is those impressions divided by a thousand multiplied by the effective CPM.
Fill rate is the term most often forgotten: a 15% unfilled inventory takes a proportional slice straight off the revenue.
Enter daily active users, ad impressions per user per day, effective cpm, fill rate. The defaults shown are a realistic worked example — swap in your own figures to get a result you can use.