Tool 12 — Free, no sign-up

What the ads are worth.

Impressions per player by format, eCPM blended down by where your players actually live, and the number you care about: ARPDAU. Plus what one more rewarded view per day would add.

Audience

Region mix

Share of your impressions by tier, and what tier-2 and tier-3 eCPMs are worth relative to tier 1.

US, UK, CA, AU, DE, JP.
IN, ID, BR, PH, NG.

Ad formats

Impressions per DAU per day, and the tier-1 eCPM your network quotes.

Casual games typically land 2–5. Above 6 means the reward is doing too much work.
Banners refresh on a timer, so this is session minutes divided by the refresh rate.

In-app purchases (optional)

Revenue by format

Format Imp / DAU Tier-1 eCPM Blended eCPM Daily Monthly ARPDAU
Rewarded Interstitial Banner IAP

If you are wrong by 20%

Monthly ad revenue only, IAP excluded. Rows move eCPM, columns move impressions.

Impressions −20% Impressions base Impressions +20%

How it works / caveats

  1. Blended eCPM = tier-1 eCPM × (t1 share + t2 share × t2 multiplier + t3 share × t3 multiplier). Shares are normalised to 100%.
  2. Daily revenue per format = DAU × impressions per DAU × blended eCPM ÷ 1000.
  3. IAP = DAU × daily paying share × ARPPU per paying day.
  4. Monthly figures use 30.4 days.
  5. eCPM here is what you are actually paid, not the advertiser’s bid. Mediation fees, fill rate below 100% and ad-free purchases all come out before this number.

Benchmarks for casual. Rewarded: 2–5 impressions per DAU per day is normal, tier-1 eCPM $8–$18. Interstitial: 4–10 per DAU, eCPM $5–$12. Banner: eCPM under $1 almost everywhere. If your rewarded number is above 6 you are probably gating something players actually needed.

Fill rate is baked into your reported eCPM if you take it from a mediation dashboard, and is not if you take it from a network’s rate card. Check which one you typed in.